22 Jan Facebook Best Practices – 5 Brands That Do It Best
Last night I found myself mindlessly scrolling through my Facebook news feed yet again. I wasn’t searching for anything, and I wasn’t even absorbing any content. Just simple skimming and scanning. Mad at myself for the aimless time-wasting, I shook my head and focused on the screen.
I saw a friend’s post that had received several likes and comments. This close friend moved across the country earlier this year. I was a bit hesitant—the post was political—but I decided to read through each comment. Everyone shared their diverse opinions from all ends of the political spectrum, and I think that everyone came out of that Facebook post a little more knowledgeable about the world.
Moments like that remind me why social media is awesome. Social media provides a channel to interact with others and make our world and worldviews more expansive.
Although this anecdote involved personal social media use, the same principles apply to businesses. Facebook and other social media platforms work well for companies when those companies remember what makes social media awesome. Here are five brands that truly take this principle to heart.
Since St. Jude relies entirely on donations to continue, it would be easy for this renowned research institution to resort to simple reminders to donate on its Facebook page. After all, most people understand what St. Jude is about, especially if they’ve liked the page. All they need is the nudge to donate, right?
The St. Jude Facebook page does have a tab dedicated to donations, but you won’t find many overt donation requests in their posts. Instead, their social media posts focus on the kids at their hospital. Every picture on their page has a name and a story. St. Jude provides Facebook followers a chance to expand their own world by reading those stories and getting to know the kids in need of help.
Here we’ll transition from reverence to irreverence. In the competitive market of men’s deodorant, Old Spice stands out, largely because of the company’s zany commercials and offbeat sense of humor. For example, their current cover photo displays a flaming Old Spice coat of arms with literal, heavily muscled arms, corn dog–consuming lions, a man riding an eagle, and a helicopter firing lasers at sharks.
This oddball irreverence will likely alienate some consumers, but Old Spice knows its market well. Their YouTube videos and Super Bowl commercials resonate with the young men and teenage boys they’re targeting. Most of their Facebook posts draw users to other social media posts (usually their insanely popular YouTube videos) or simply tell jokes.
On Facebook, Old Spice creates an impudent, lighthearted community and reinforces their unique brand identity with every chance they get.
Let’s leave the eccentricities of Old Spice behind and return to a more grounded company. Well… perhaps “grounded” isn’t the best term for airline company JetBlue, but their social media strategy is certainly stable and sensible.
What sets JetBlue apart is their responsiveness within social media platforms. Their prompt and often creative responses to customer concerns on Twitter made them famous in the social media industry, but their Facebook page still reinforces that commitment to customer care. JetBlue’s Facebook posts are well balanced and customer focused, and they frequently respond to questions posted on their page.
For any brands that wonder if their product or service is too specific when compared to any of the broader companies listed above: look at Nutella’s Facebook page. As I write this, the hazelnut spread company has amassed nearly 30 million likes on their Facebook page.
It’s a well-known fact in digital marketing that creating new content is key. How does a brand with essentially one niche product find ways to develop new, engaging content for its Facebook followers? Nutella gets creative.
Nutella’s Facebook posts cover a wide spread of tactics: semi-ironic motivational images, fan-made creations, puns, jokes, and even introductions to various international breads. Many of their posts ask their fans questions or engage them in other ways. Nutella’s Facebook page isn’t about direct sales at all—it’s all about fervent brand loyalty.
Speaking of brand loyalty, sneakers company Converse boasts an impressive Facebook page with plenty of fan engagement. Converse announces new shoe styles on its Facebook account, which drives extra traffic to their social media and online stores.
When you scroll through the Converse Facebook page, you will probably see more user-generated images than official company photos. Converse has established a reputation as a shoe for free-thinkers and a platform for personalization. Facebook users frequently reply with snapshots of their own Chucks whenever Converse makes a post, and the community gives those images visibility by clicking the “Like” button.
If you wonder why your company’s Facebook page seems fruitless, you might have forgotten to play to the strengths of social media. Social media is awesome when it bridges physical distance, creates meaningful conversations, and reminds us how big the world really is. Incorporate the techniques of these brands to improve your own brand’s social media strategy.