I recently came across an article on Digiday discussing how 5 dumb brand posts on Facebook received huge community engagement despite the fact that the updates were… well, dumb. In an admittedly nerdy and slightly unflattering moment, I clicked the link expecting to indulge in examples of brands completely misunderstanding the rules of engagement on Facebook.
True, the examples were not taken from the brands’ finest social media hour, but they were not all totally off either… What illustrates great content is that it doesn’t fit into a template ready to be copied by any brand in any social media update.
Fans + followers = Customers?
Sure, your goal shouldn’t be to burst out random updates unrelated to your brand identity, products or target groups with the sole purpose of just reaching high numbers of likes and shares. But that doesn’t mean that this update from Snapple is irrelevant:
It may seem like a blatant use of the product at first. But looking at the universe created on the Facebook page, the brand community is made almost entirely out of announcements of this kind. Exclamations that speak to the context in which the product either is or can be relevant to the fans, meanwhile positioning Snapple as a funny person you would want to identify and engage with. Obviously, this is a Snapple-humoristic spin off of the old kiss-up of bringing the teacher an apple. This tone of voice fits the brand, just like the acclaimed yet random tone of voice of the Skittles rainbow fits their brand identity:
Context + tone of voice + target group understanding = Great Content!
Creating great content is not all about having the most amazing visuals or eloquent updates. It is about having the most amazing visuals and eloquent updates in the context of your target group. The very point in content creation is an understanding of the context your target group interacts with your content in, combined with an understanding of how to position your brand in the best possible way in order to communicate directly with your target group in a positive and giving community dynamic.
However, if you feel the need to indulge in some of the worst practice cases out there (sadly, not all brands read the memo on content creation and context), pay the guys over at Condescending Corporate Brand Page a visit, who spare no one who crosses the line between creating social noise instead of great social content: