When looking at what organizations have impressive social media strategies and those that need to adopt a social media strategy, I just need to look at my Instagram feed to see what is working, and where there is room for improvement.
Impressive social media strategies
Ottawa Public Health (OPH), Ottawa’s pandemic darling, now most certainly has the right to boast about the success of its online presence – with their Twitter account described in MacLean’s magazine as an “account that could have been as dry, soulless and witless as government accounts almost always are, but is instead a finely-tuned antenna picking up on the collective mood of the citizens it serves and responding with humour, empathy and humanity” (Proudfood, 2021, para. 5). Yes, OPH has a tight social media account that addresses public health in a way that resonates with the young and the old. Their coup this year was how they managed to capture hearts with a joke post after the February Super Bowl. This one post ended up adding to their following, and was piled on with celebrities and regular folks alike getting in on the action – and managing to promote a discussion about misinformation. OPH covers a variety of topics, all with the same humour and kindness: COVID-19 vaccines, mental health, what to do during a thunder storm and the list goes on. I was reminded this week not leave food at the beach, or try to feed the birds for the sake of better water quality – the hook? Poop. It is a seriously marvelous account!
GoCleanCo, an Alberta-based cleaning enterprise, has found its voice on Instagram. It has, under what must be the guidance of its founder Sarah (such a good name) McAllister, brought their following to 2 million people. Think about that. An Alberta-based cleaning company has 2 million followers on Instagram. How did they get there? Through a sheer passion for cleaning and sharing tips and tricks with their followers. I have learned that Mr. Clean is an excellent degreaser that you can use to clean your stove hood filters. I would never have thought of this on my own. The feed’s daily in-house stories feature the good and the bad in everyday homes. Simply put: These stories resonate with people who appreciate a good clean house. I am almost at the point of buying powered Tide just for the amazing things it seems to do. And I have taken my dishwasher apart and cleaned all of its guts out. It was disgusting. And super satisfying. I am still cautious around bleach, but I have started to use it upon occasion.
Social media strategy needs some work
Then there is Merivale Vision Care (MVC). I want to be impressed with their Instagram presence. I want to be wowed by the amazing eye glasses that they have (I have purchased from them – they have some of the most beautiful and unusual glasses in the city). Yet, meh. They keep trying to create personalities with their staff, when they don’t really have that oomph? Honestly, it just feels like a social media feed being used because someone told them they should have an online presence. I appreciate that I’m currently being educated about optometrists issues with OHIP coverage – certainly something to learn more about. But, have I called my MPP? Nope. Based on the success of OPH and GoCleanCO, MVC needs to find its voice and stick to it. They clearly want to have fun, but haven’t figured out the voice to take on. They need to figure out why they post and when. It is currently a mixed bag that leads me to skip right over their messaging. They can do better.
What organizations do you think have a great social media strategy that I should start following?
Proudfoot, S. (2021, March 2). Good job, Bruce: The guy behind North America’s top public health Twitter account. MacLean’s. Retrieved from https://www.macleans.ca/news/canada/good-job-bruce-the-guy-behind-north-americas-top-public-health-twitter-account/