This week, The Grocer launched its annual Social Top 100, a tribute to the brands who are getting it right, be it at a snapshot point in time, by creating content that achieves engagement, and some sharp community management skills. With three clients in the top 50, we have provided our thoughts on the article (below) and compiled a guide that unpicks how to get the best out of social and harness the thumb starting power of great content.
The rankings paint a stark picture of how difficult it is to get social media right. With the challenge of organic reach continuing to rise within the Top 100, “Nearly three-quarters (73%) are engaging less than 1% of their vast audiences”, what should brands be doing?
For the brands performing well it’s the blend of brand tone of voice, with audience relevancy that’s the age old successful equation to balance. Brands that may have smaller followings are outstripping the performance of their large global competitors because they’re keeping content localised. To quote Doyle from The Social Retail agency “They’re connecting with their fans in a true and very honest way”.
A great example of this is Tropicana at number 4 in the rankings. Using their ATL Little Glass device we were able to unlock a whole new dimension to the brand’s personality that simply repurposing TVC work alone couldn’t do. We teamed a clear social framework with tools to gauge what the audience were most likely to be tuning into (within the news agenda) and developed content that is thumbstopping, and engaging to the audience within the newsfeed.
Away from the creative content itself, the other really interesting theme reported by The Grocer has to be the volume of brands who are now moving away from Twitter, with one fifth of the Top 100 failing to tweet in the 30 days monitored (January 2017). Whilst this could pose questions for how robust the methodology is itself, it also poses the big question we’re constantly being asked – Does my brand need to be on both? Our response – is your consumer using both?
Undoubtedly brands need to spend money where they get the clout, but it doesn’t mean you only use one and equally, you only use an advertisers approach. I comment within the article that “there is a very distinct difference between social advertising designed to buy eyeballs, and social content, which is designed to build engagement and brand relationships” and this is evident from some of the bigger organisations failing to do either particularly well. A common mistake? Global TVC cut downs, spamming communities with ads (not posts) and the failure to invest in community management in its purest form – confusing reach as the only metric here that can achieve brand results and deeming Twitter the failure, rather than the approach.
So what do we make of the Top 100? It’s an insightful way of picking out the trends, as well as a steer on the brands who are doing well to keep an eye on. Whilst you could argue that a study in January may give you very different results in August (thermally activated brands such as Magnum stood no chance!), the fact that Social Media is always on obliterates that angle to pieces. Sure, brands with campaigns in January undoubtedly did better than their counterparts who are perhaps currently creating content for Easter, but as we all sit two months into the new year, it’s a great point to take stock and consider whether your strategy is still stacking up and getting the most out of the channels for your brand.
Fancy a chat? We’d love nothing more than a cuppa and a chat through your challenges whilst we give your social pages a bit of an MOT.