From the brands that give you a glimpse of the motion behind the magic to those who have a laugh at the latest trending Memes, every business has a different face to their social media presence.
This persona, whether it is one of the below or a hybrid of many of them, is the driving force behind effective social media strategy, adding character, depth and consistency to every piece of content published on social, from an Instagram post to a reply to a customer’s Tweet.
With that in mind, and with the understanding that every brand has their own unique persona to develop and maintain, here are some conversation starters of the different character profiles a brand can impart on their social media presence.
The Teacher
You’re the brand that gives your fans value – you solve problems and make your business visible by being a source of useful information. From “How To” tutorials to top lists and infographics, it’s all about making your brand a valued hub of content.
Just be careful to “teach” the things that are relevant to your brand or at least overlap with your demographic – talking about the hippest new gelato joint in Surry Hills when you’re in financial services just comes off like you’re trying too hard to make new friends and look cool.
Brands like Pampers have taken this a step further by not only providing valuable information themselves, but creating and nurturing a community that allows fans to help each other.
Best in Class: HubSpot; HootSuite; Pampers
The Jester
You’re the funny guy at the party, the one who’s got their finger on the pulse of current affairs and is quick to piggyback off trending pop culture references. This is the perfect strategy for the brands who have no pretension built into their DNA and thrive off being laid back and approachable.
But there is some well-thought out strategy involved, as “funny” brands are often not the brands you depend on for quality and provenance. And while those businesses that do it well make it look seamless, there’s a lot of thought put into what is edgy and relevant, and what is inappropriate and cheesy.
Best In Class: Denny’s; Oreo; Old Spice; Pizza Hut; Charmin
The Leader
I’ve got a real soft spot for the leaders, those brands who throw caution to the wind and forge a totally unique social media strategy that looks to “lead” their community in a particular lifestyle, rather than just engage in it.
Red Bull are the perfect example of such a leader – when was the last time you actually saw a can of the sweet stuff in one of their extreme sports Facebook videos? They have committed completely and totally to the ethos of the brand, which is actually quite removed from the product they sell, and have never wavered in their application.
It’s easy to do this as a small, boutique business, but it becomes infinitely more difficult as you grow and social media becomes (by financial necessity) a sales tool. GoPro use a similar strategy by showcasing the amazing videos produced by their fans... While their videos showcase the possibilities enabled by their product, it doesn’t actually ever sell them. Mr Porter, in the fashion industry, have used journalistic-standard written content to build out a lifestyle publication, leading their community in more than just fashion.
Best in Class: Red Bull; GoPro; General Electric; Mr Porter
The Help Desk
When you’re selling a product that involves a lot of admin or changes regularly (ie. a flight time), it makes sense to use your social media profiles as a tool to resolve disputes and offer support. It shows that you’re on the ball and other potential customers can see the care and speediness with which you’re dealing with issues. With the right manpower and software in place, social media can also be used to maximise efficiency: a single worker can cover multiple issues through social simultaneously, but only one over the phone.
Point of caution: don’t open up the floodgates unless you’ve got the resources to manage it. Telling everyone to hit you up on Twitter with any issues is a recipe for disaster if you can’t respond to each and every complaint with appropriate delicacy, as your failures are in the public domain.
Best in Class: Royal Dutch Airlines; Jet Blue; T Mobile USA; X-Box Support
The Salesman
Sell, sell, sell. You’re the brand who uses social media as a tool to keep your fans up to date with the products you’re launching and where they can get them. But before you jump on this bandwagon ("Imagine the ROI I'm going to show the top dogs!") it's worth thinking through the realities.
Yes, social media can be a sales tool, but it’s a delicate balance and one most brands pursuing this persona fail miserably at. The unfortunate fact of the matter is that most brands sell a product that doesn’t inspire people at face value. And even when it does resonate, fans don’t appreciate the hard-sell – they’d much rather be entertained, informed and inspired.
The brands who do this best sprinkle in their sales-messages among other content and/or find a way to communicate the information in a way that is subtle and nuanced. Netflix, for example, talk about their product constantly – but they aren’t selling the subscription, they’re talking to the shows that a subscription enables viewing of, with memes and jokes. Yes, it helps that they’re selling a fun product, but brands can and should find a way to talk to their product that is either entertaining or informing.
Best in Class: Netflix; Shinola
There are, inevitably, countless brands using combinations of the above (M.J. Bale, run by yours truly, included) or other personas completely (showcasing Behind the Scenes action and the inner workings of a business are a tactic that could have easily got a Top Gong), but the list is too long and distinguished to cover it all. Instead, use the above conversation starters to look at your own social media strategy and ask some questions about how consistent you are in your application of a persona.
If you’re struggling to get traction on social media, it might be because you are unsure of your own personality: in the small snippets of communication afforded by social media, your ability to pick up and engage loyal fans is a long term game, as they begin to attach an element of understanding and familiarity with your brand through consistent application of your persona.