Every community online has a different language whether that’s gamers, sports fans, beauty enthusiasts or comic book fans. It’s important to understand your target demographic and their chosen way of interaction; in some online communities there are very strict rules about how to engage.
Watching social media and using a variety of listening tools to understand both customer behaviours and sentiment is a crucial first, and ongoing, activity when developing a social strategy and executing it. Only by using available data can we truly get a picture of a community and its behaviours, and then tap into that to create an authentic brand voice as part of that.
Any brand must consider social media as the first port of call to understand its customers, and a key part of its overall marketing strategy. It is a crucial part of an integrated marketing approach, combining traditional media, social media and beyond in order to create a connected ecosystem of loyal and engaged customers.
A Houseparty, or Tiktok, Facebook, even Pinterest, strategy, must be a key part of the overall marketing campaign, rather than an add-on. A one-size-fits-all approach to platforms and people, adapted from existing brand materials, won’t go down well with audiences and will most likely be either ignored or even ridiculed.
Developing an authentic and human voice on social is an imperative in an age where our lives play out on social. Whether we are Housepartying in our living rooms with our closest friends, Instagramming our weekends, or throwbacks to the weekends we used to have, or perusing cute dog groups on Facebook, social media is where people go to talk, to vent frustrations and to make connections. Brands therefore have an opportunity to use it for strategic insight on audiences as well as for developing connections, as long as they can hit the right tone.