5 Tips for Making a Consistent Social Media Effort

social mediaIn our time of social media networks, it is rather common that companies establish an identity on Facebook, Twitter, Linkedin etc. to market themselves even more.  There are a lot of platforms to choose from, and many of us are monitoring more than one profile. Just try to ask yourself how many profiles your business actually has across the web?

Each of these profiles gives us a chance to connect with new communities in different ways, but each network needs to be managed and updated. With so many online profiles, it is obvious that several questions might arise. Is your page the same across all platforms? Should it be the same? Or not?

I have put together a list of five basic – but useful – steps, when your business is navigating in social media. These steps will help you to portray a consistent social media identity.

1: Use a consistent tone of voice

One of the most important steps in managing a social media identity is to keep the various profiles consistent. This includes your bio page, your profile picture and your tone of voice. You need to express the same image and message, because consistency is a part of making sure that your viewers keep track of you across different platforms. When you make updates on various platforms, using the same tone of voice will help people recognize your brand by its consistency. However, you should keep in mind that consistency doesn’t mean repetition. Your profiles and updates must align with the values and uses of each social platform, but still maintain a common theme throughout.

2: Get vanity URLs

Start by scooping up vanity URLs on sites like Facebook and Twitter and buy your domain name. Vanity URLs mean that your Facebook page or Twitter account can be found through your brand name – like for instance facebook.com/yourname or twitter.com/yourname.

3: Align your visual identity

You need to express the same image and message so that your viewers and followers easily can keep track of you across different platforms. Part of making a consistent identity also includes using similar fonts and font sizes along with the same profile image or logo to make you recognizable.

4: Be representative of your brand
One of the best ways to track your progress is a simple Google search. Therefore, only make updates you want to be remembered by and known for. When searching the web, it is not possible to distinguish between profiles. Google will list all of your networks, so be representative throughout all of your profiles. Furthermore, it is also a vital step that your name is memorable and representative of your company. It also adds something extra if the name appears interesting, and something that leads to further reflection about the brand, when presented to an audience.

5: Be personal and engaging

Out of these few tips, the most important lesson is for you to be yourself. It may sound simple, but ultimately people are connecting with you because of who you are. The audience wants to know the person behind, which is why it’s okay to appear a bit personal – and not least create some dialogue. If the audience feels that they are a part of the business and they are listened to, automatically, they will build more trust towards the company. So if you connect and market your business in an honest way, this can include new supporters for your product or brand.

Do you have any tips to add? Please, let me know!

Why Oreo’s ‘Daily Twist’ is one of our all-time favorite social media campaigns

Few cookies have reached the same level of iconicity as Kraft Foods’ Oreo. Its round shape, blackish color and white cream stuffing have undeniably added to its success but as a social media agency we wonder: where would the crowd-pleasing, twistable cookie be today without effective social media marketing?

Let’s zoom in on one of their global digital and social media campaigns that reached millions of hearts (and mouths) and delivered proof that even cookies can provide endless food for thought. We are talking about the wildly successful ‘Daily Twist’ campaign that saw a 110% growth in fan interaction per social-media post only a few months after the campaign was launched. Even though the campaign dates back to 2012, in our view, it earned a spot among the best food branding campaigns on social media ever. Here’s why…

It used milestones and pop culture events to create engagement

2012 was the year that America’s favorite cookie turned 100. Needless to say, it was a cause for celebration.

Every day for 100 days, the Oreo was given a different “twist” – styled to look like Elvis, a panda bear or like the surface of Mars after the Mars Rover had driven over it. On the ‘Daily Twist’ site, users could suggest their “twist”. The campaign was driven on Facebook and also featured on Twitter, Tumblr and Pinterest.

The Oreo twists were especially created to spark conversation and sharing, referring to milestones or pop culture events that people could relate to and share their thoughts about.

It had timely and shareable content combined with an element of surprise

While some of the cookie designs were planned ahead like the Olympics or Labor Day, others were more agile, tapping into events like the premiere of ‘Batman: The Dark Knight Rises’, the release of the iPhone5 and the birth of a Chinese panda bear. Monitoring trending topics and utilizing current events ensured the content was always relevant and timely. Couple that with the surprise of what each day would bring, and you’ve got a campaign worth tuning into.

They exercized strong brand values

The campaign kicked-off with the Gay Pride rainbow cookie in recognition of the LGBT community, much to the chagrin of conservative crowds.

The Facebook post set off a heated online debate that even led opponents of gay marriage to call for an Oreo boycott. But while supporters and opponents were fighting their online battle, the rainbow cookie doubled Oreo’s fan growth.

By having a strong stance and sticking to it, Oreo established itself as a courageous brand amongst its more liberal fans.

The campaign had an integrated marketing approach, combining the offline and online worlds

The campaign finale took place at Times Square in New York. They set up a pop up agency there, from which they designed the last ‘Daily Twist’, based on suggestions from fans. Earlier that morning, the brand had asked its Twitter followers and Facebook fans to offer ideas, which were going up live on a billboard. Creatives would select the best ones and three of them were then put to an online vote. The winning cookie, celebrating the anniversary of the first high five, was designed on the spot and was displayed on a big billboard.

A seamless flow between the online and offline worlds, and the mix of social and traditional marketing allowed for a greater experience and showed that Oreo mastered the integrated marketing approach.

It put the product in the center – without being self-centered

Oreo’s ability to put their product at the center of the campaign and still make the content relatable and entertaining for a massive range of users is (in our opinion) the most important factor in the success of the ‘Daily Twist’ campaign. The content was heavily branded, yet still relevant, timely and shareable – without ever begging for likes, comments and shares.

Lessons learned

The ‘Daily Twist’ campaign set an example of how important it is to create content that resonates with your audience. There are many ways to find out what moves your fans. For Lurpak®, we identified what kind of recipes the audience was searching for. As a result, we created content that we already knew people wanted to engage with. Read how we did it here.