Have you ever wondered why some companies have thrived when using Social Media while others have not? After taking the course “Introduction to Social Media”, I could see the endless opportunities for businesses who use it…
One day, my partner and I talked about the company he works for. We noticed that they really didn’t have a great Social Media marketing plan. Some businesses may feel that once they’ve stepped over that invisible line, there’s no going back. And then some businesses want to see results right away. But growing a social media following takes planning and time. I instantly thought of companies that had taken that leap of faith. Let’s start with Uber…
They first spotted who their target audience was. They were young adults who most likely would use ride sharing services (between 18-29 years old). What was their objective? According to Anu Goyal February 4, 2016 case study “Uber’s goal is to continually expand globally and bring its services to different cities to allow riders and drivers to connect.” What was their strategy? They wanted to attract customers with cost awareness perks that they can’t find easily anywhere else. By using Facebook and Twitter they were able to engage with their customers and in the end, increase ridership. They stayed true to their objective which was to continually expand and bring its services to different cities. I’m always amazed at Uber’s forward-thinking ideas to keep their audience engaged. Most recently they joined Facebook Messenger, where you can request a ride with just a click without leaving Messenger or downloading the Uber app. Now…that’s cool!
What about Dove? Have you noticed any of their commercials in the last few years? In the US, and according to Case Studies, Dove’s target audience was all women ages 18-35.” Their 2013 “Dove’s Real Beauty Sketches Campaign” brought in 66.7 million views on YouTube with 3.7 million shares. Their videos promote all body types as beautiful. This has allowed them to touch viewers emotionally making them feel connected. They recognized their target audience and objective, created a strategy and finally, chose the right Social Media platforms. Way to go Dove!
Let’s face it, more people are using Social Media to communicate, shop and join communities. Businesses who use strategic social media marketing plans will always be ahead of the game. “Social media skills are no longer considered niche…”, says World Economic Forum: “Instead social media affects the way the whole organization runs.”
What can we learn from this? The benefits are endless when social media strategies are used. It allows businesses to engage with their customer, build brand loyalty and increase profits. The question then lies…is your business on board the Social Media bandwagon?
What Social Media marketing strategies have worked for your business?
What Social Media marketing strategies would you suggest for smaller businesses?
Annex Cloud, Uber’s Marketing Strategy In 7 Steps, Revisited: http://bit.ly/2ObexMl
Dojo Creative, November 11, 2019, Digital, Marketing examples from McDonalds, Uber, and Airbnb: http://bit.ly/3uZcpIi
Dove – Inspiring Women via Social Media, March 16, 2016: http://bit.ly/3v039DM
Digital Vidya, February 4, 2016: https://bit.ly/38gw4cN