Meltwater. Follow Meltwater on Twitter: @Meltwater
On the flip side, some of the biggest corporations tell jokes and reach out to individuals to create a unique, laid back relationship with their demographic. Take Newcastle Brown Ale, which routinely lampshades its own marketing efforts:
The examples in this post are just neat ways companies develop a personality. There is no tried and true method. You just need to be yourself. Still, we offer these tips on how to reach out and nab your target demographic:
The Applebee’s Twitter is a long string of the music currently playing on their Pandora radio. A music playlist is a professional idea. It does not necessarily engage the audience, but it gives people a reason to follow an account. DiGiorno, on the other hand, throws professionalism into the air and dives straight for their target customers. Their account reminds me of a first-year college student:
All of these accounts work well for their demographics. Skittles can be as silly as they want since the William Wrigley Jr. Company just sells candy. Applebee’s, a family restaurant, needs to market very differently than DiGiorno. Do you think they were successful at capturing the spirit of their demographics?
Even worse is failing to provide a quick response to criticism, constructive or otherwise. Taco Bell is another company known for acting laid back online, but their tweets are professional when confronted with an issue:
Engaging customers directly on social media allows you to throw off the professionalism a tad more. Think of mirroring techniques in sales.
There are people out there who absolutely love your brand. Already in the habit of posting every detail of their lives, it just takes a couple of direct interactions before you are a part of their daily broadcast.
Take some time and really scour your social media accounts and relevant hashtags. Some people style themselves as amateur critics of your industry. For instance, painters and home remodelers may often tweet about certain lines of paint they love (or hate!). Out of the active “product testers” out there, some have huge followings. 67% of people are more likely to buy products from brands they follow, while 79% are more likely to recommend your company to someone else.
There are demographic considerations at play when choosing a personality. Ask yourself these questions, choose a path, and make sure you stick with it.
- Does your language portray your product and demographic?
- If your brand was a person, how old would they be?
- Does the brand identify strongly with gender or should it remain neutral?
- Do your accounts talk in a certain dialect, use specific jargon, or identify with certain jokes?
This article was written by Jeremy Jusek from Business2Community and was legally licensed through the NewsCred publisher network.