Picking The Right Social Platform For Your Brand

Picking the right social platform is important in order to build the strongest possible social presence for your brand. But it might be difficult to keep up with the latest developments in the fast-moving world of social media, where new features and platforms are a daily occurrence. Henriette has previously written a blog post that offers a quick overview of the vast social media marketing landscape.
Facebook and Twitter tend to be the first choice for most brands. However, if you are looking for a more professionally oriented platform, LinkedIn might be worth considering, and Pinterest, Instagram or Tumblr might be ideal for more visually oriented businesses. And don’t forget that there are many other niche platforms out there that might be able to offer you something different altogether.

 

Which social platforms work better for what industry?

When you want to pick the right social platform for your brand, it is important to know where your target audience is. It is always a good idea to look into social network demographics. Where are your customers and the people that you want to reach? If you know which social platforms work best for your type of business, you are also in a great position to start building lasting relationships and reach new fans and potential customers. Social Bakers has looked at the preferred platforms of the most successful brand types in social media based on the average number of fans for the top 10 pages per industry.

 

Facebook is the first choice for most brands

The numbers clearly show that Facebook is still the preferred platform for most industries. The main reason for this is probably the fact that Facebook is the most well-known and engaged network with more than 955 million people liking and commenting on average 3.2 billion times a day. For FMCG (Fast-moving Consumer Goods), fashion, ecommerce and automative brands, Facebook works extremely well and has enabled the top ten pages to gain a huge fan base of on average 15 to 22 million fans.

Media companies chose Twitter

Twitter has proven to be a very successful platform for Media companies. The Twitter format of very short updates is very well fitted for news headlines, and the top 10 Media companies has gained an average number of more than 4 million followers. Electronics companies are the second most successful industry on Twitter. However, they are also highly successful on Facebook.
One very good reason for brands to have a presence on Twitter is that it’s a prime tool for addressing customer service concerns in real-time, which could benefit all brands wishing to improve their online customer service.

Google+

According to the Socialbakers statistics, G+ works well for automotive and media brands, where the average G+ page size exceeds a respectable one million followers. G+ might provide a good platform for sharing more thorough insight into your industry, blog posts and so on.

When picking social media platforms, remember, that Facebook is not your only choice, but it is not a solution to open multiple accounts if you haven’t got the time and the resources for proper community management of the sites. Please check out all the numbers from Social Bakers below, and let me know which platform is your first choice.

 

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.