What is good social media management?
The Matrix team share their favourite social media accounts.
Getting people to want to interact with and follow your organisation on social media can be tricky.
That's where good social media management comes in.
There are an estimated 2.77 billion social media users on the planet. For better or worse, it's part of people’s day to day lives and there’s no getting away from it when it comes to setting out your digital strategy. It’s never been easier to get your message seen with all the social channels available and an increasingly tech-savvy population, but it’s also never been harder to get your message heard. Because we see so much content online, a lot of digital noise just washes over us.
Social media is where your brand gets to have fun. Nothing turns a consumer off quicker than hard sells and obviously scheduled content. Well managed pages set out what your brand is and what it’s all about, but in a much more natural and spontaneous way than a website. Irregular posting, inconsistency in tone and focus, and a lack of quality content ensure that your company’s pages will struggle to rack up follows, never mind engagement. People feel they can develop a genuine connection to brands that are authentic.
So, which brands have social media management down to a fine art? Some of the Matrix team pick their favourite examples of social media done right.
Photo: Innocent's Instagram
Photo: Innocent's Instagram
"Innocent have really nailed the balance between selling their products and posting the sort of irreverent nonsense that catches fire on social media. They don’t post like a multi-million pound, international company trying to sell you something; they post like your average social media user - albeit an extremely brand savvy one! Treating their followers like people, not customers, goes a long way to humanising them as a brand. You wouldn’t know from their tweets that they’re almost completely owned by Coca Cola!"
Glen, Managing Director
Source: Wendy's Twitter
Source: Wendy's Twitter
"My favourite example of great social media management has to be the American fast food chain, Wendy’s, particularly their Twitter. More often than not, they’re not actually advertising anything, but their interaction is some of the best you’ll see. Their tweets range from hilarious, to barbed, to downright brutal! I’m not suggesting that insulting your customers and competitors is the best strategy, but Wendy’s is a great example of an organisation clearly establishing what they want their social media presence to be and sticking to it. Because they’ve created a recognisable persona, they've humanized their brand. People interact with them in the hope of getting a response. They WANT to talk to them, and getting potential customers to want to engage with you is ultimately what social media is all about for businesses."
Sam, Marketing Manager
Photo: I Love Dust's Instagram
Photo: I Love Dust's Instagram
"I Love Dust’s social media! They’ve focused almost entirely on Instagram, which is the perfect platform for their visual style, and established a really strong aesthetic. Posts come in three to utilise the three tile display and there’s barely any accompanying text. Their work is strong enough to speak for itself. They’re not about starting a conversation or chasing likes, they want their presence to be a showcase and that’s exactly what it is."
James, Graphic Designer
Photo: Spectrum's Instagram
Photo: Spectrum's Instagram
"Spectrum’s Instagram page is so well done. They’ve utilised the best platform for their product and invested in photography and video content that really sells their brand. On top of that, they’ve created an online community where they utilise their customers as content creators. They’re really active in terms of replying and commenting on posts they’ve been tagged in which makes you believe that they really care about their users. With in-app shopping on its way to Instagram, they’re already ahead of the curve with a large audience of potential buyers engaged and ready to spend some money!"
Dani, Digital Creative
