028: How to Use Social Media to Craft a Compelling Brand Story
Wednesday, November 13, 2013 – 59 minutes
We take a look at the strengths of various social platforms and how to use their unique advantages to best reach your audience. Using different approaches to connect, depending on the channel, a story can be conveyed in a multifaceted sense that gives people a more engaging experience with your brand.
- 03:49 Tell a consistent story, but tell a new facet of that story.
- 04:22 “Can you have too many social media accounts within one brand?”
- 05:30 Only sign up for a service when you know you are going to invest the time to engage members of your audience there.
- 10:17 Thoughts on linking social media sites (i.e. “auto posting”)
- 10:55 You want to utilize each social platform for its strengths.
- 11:53 Assessing the strength of four platforms I primarily use:
- 12:04 Facebook:
- More personal. It’s where people go to interact with their friends and have intimate conversations. People are more willing to invite brands that they like into their intimate feeds when that brand feels like a friend.
- Something Facebook really has going for it is comments. Not only does Facebook have longer commenting ability than twitter, but Pages have the ability to reply to specific comments and create separate threads within a discussion. Take advantage of this intimacy by holding conversations with your audience. Ask them questions. Interact with them. Be human.
- 12:52 Twitter:
- Fantastic for quick updates and letting people know what’s up and what’s new.
- Great for sharing helpful links and links to more in-depth content.
- It’s easy to share quick thoughts—emphasis on quick.
- It can be annoying when people try to share a long, complicated thought by posting 5 or 10 tweets in a row. It’s hard to refrain when you feel like you have something valuable to say, but you have to respect and embrace the limitations of the platform. Make a Facebook post and tweet a link with a catchy title inviting people into the conversation.
- 14:49 Don’t let platform limitations inhibit the content you create.
- 16:43 Instagram:
- Instagram is obviously about photos. It’s about the visual. Take advantage of this medium. Post things that are visually interesting.
- You have an opportunity to connect with your audience in a very visual way.
- Instagram is very intimate. Let your content follow suit.
- Instagram feels exclusive. It’s also a very friendly community as a whole. I like to embrace this exclusivity by making my followers feel like they get special access. I share behind-the-scenes type photos.
- 20:44 Dribbble:
- Dribbble started out as a “What are you working on?” site, and has evolved to more of a portfolio platform.
- It’s largely a place to be seen and get work. Now that we’ve identified the goal, let’s work backwards:
- In order to be seen by potential clients in searches, you need to have followers.
- How do you get followers? This goes back to what I talked about in e023 on specialization: Why does anybody follow or subscribe to anything? Because they want more of the same. How do they know what that will look like? By your track record.
- Posting high quality work consistently, and selectively is what will grow your following. The following increases your visibility, the visibility gets you in front of more potential clients, which in turn makes you more money.
- This is why, I highly curate my Dribbble posts. It’s less of a behind-the-scenes, and more of a polished work thing for me.
- 12:04 Facebook:
- 26:27 Reasons to use native media sharing functionality vs third party.
- 30:03 Should you cross-promote one social media site from another?
- 36:36 Is there a “social status” associated with various social media sites?
- 37:23 Where are the users? Where are members of your audience hanging out? Where are people that could be members of your audience hanging out? Go to those places and engage people.
- 40:23 Make fun of Google+ if you want, but don’t ignore it.
- 44:00 The importance of Rhythm & Consistency.
- 48:59 The TIME factor.
- 48:40 The power and positive benefits of established expectations.
- 53:23 The Multifaceted Brand.
- 53:33 Each platform you engage others on is an opportunity to share a unique angle of your brand. It’s like a photograph of the same thing from a different angle. If you’re going to say the same thing, at least say it in a different way.
- Tell a story
- Utilize the strengths of each individual platform
- Embrace native functionality
- Cross-promote tastefully and infrequently
- Maintain consistency in both content type and frequency
Create without inhibition and then tell the story around the limitations of a platform. Don’t start within a 140-character box, so to speak.
— Sean McCabe (@seanwes) November 12, 2013