There are a variety of factors that contribute to a successful social media presence, but I think ultimately it comes down to producing content that is unique, authentic and delivers a message that resonates with the masses. Brands have become personified now more than ever, and people feel like they need to connect with a brand in order to pay attention or trust them. Gone are the days where advertisers can “pull one over” on consumers – we’ve grown smarter than that. We can sniff through the veneer of phoniness from a mile away. That’s why it’s becoming increasingly important to just be completely honest about who you are, what makes you different, and why people should care.
I chose to take a look at Dove as an example of an organization handling social media successfully. I’ve always thoroughly enjoyed Dove’s campaigns, but then again, I am part of their key demographic – woman in my thirties who feels the pressure of unrealistic beauty standards and desperately wants to feel comfortable in my own skin. There are a lot of us out here, and Dove knows that.
Perhaps the most notable Dove campaign is the “Real Beauty’ campaign, which has been refreshed multiple times since it first launched in 2004. While it was subject to a few controversies, Dove rebooted the campaign last year to once again highlight the core message that we should look beyond surface level aesthetics to focus on inner beauty, and real human values. They even capitalized on the media attention surrounding the coronavirus pandemic with a campaign called ‘Courage is Beautiful’, where they effectively honoured the healthcare workers who worked tirelessly on the front lines to keep us safe. Using the hashtag #InternationalNurseDay Dove posted this picture on Instagram, showing the marks left from wearing a facemask for hours on end. This was an incredibly powerful image because it was raw, relevant and inspiring, highlighting the fact that real beauty is in people, their hearts and their hard work.
On the opposite side of the coin, there are quite a few companies that could really benefit from using social media, but for whatever reason haven’t jumped into the deep end quite yet. There’s usually a number of reasons why companies hold off, but usually it comes down to fear, uncertainty or pressure from high-level executives who perhaps may be a bit stuck in their “dinosaur” mentalities when it comes to non-traditional marketing strategies.
One particular company I can think of that could truly capitalize on social media tools is Liquor Control Board of Ontario (LCBO). You can tell by the name itself that LCBO is not a very sexy entity. Since the provincial government in Ontario manages the LCBO, their main responsibility is to oversee the safe sale and consumption of alcohol. Because of this, I think their creative freedoms are a bit limited by their overarching need to be authoritative. Many people probably see them as strict, and I can for one admit that I’ve always felt a bit intimidated by them. While I do believe this is important, maybe there’s some legroom in terms of revamping the LCBO brand, perhaps making it more approachable? I think there’s a massive opportunity for the LCBO to rebrand as a strong voice of authority that governs and keeps people informed about safe drinking, but also educates them in a fun, friendly way.
As of right now the LCBO does use Facebook and Instagram, but they only have 70.4 thousand followers on Instagram, meanwhile there’s a whopping population of 14.5 million people in Ontario. As one of the only designated locations where people can purchase alcohol in this province, LCBO has a great opportunity to change their relationship with consumers. Their Instagram page does seem to be updated quite regularly, but it’s usually just pictures of possible cocktail ideas or meals accompanying various spirits and wines. Some of these posts only have 300 likes! What if they started posting educational materials about safe drinking? Informative ads with a lighthearted, emotional message highlighted the importance of moderation, drinking with limits and perhaps even resources for people who felt like they drank too much?
I feel like I’m digging at a deeper issue here, which is: society has this ingrained desire to repress any conversation or open dialogue about alcohol. I feel like it’s that one drug that’s legal and so ubiquitous, yet we don’t feel comfortable talking about it. Meanwhile drinking has tremendous negative impacts and has affected millions of people globally. What if we broke down the barriers holding us back from accepting this truth, and had open honest discussion about it? Maybe then people would feel more encouraged to talk about their consumption, and therefore learn to cope with their addiction?
Obviously we would have a long way to go to make this happen, but it’s just a thought. Especially with the pandemic, I know that people are probably drinking much more these days. If they could get around their provincial restrictions or strict terms and conditions when it comes to social media, I think the LCBO has a real chance at rebranding themselves to be the beacon of education for Ontario citizens – a helpful ally that breaks down the stigma of alcohol and connects to people in a real, human way.
Algonquin College Social Media Certificate Program 