Internet Marketing Blog
Cross-platform Social Engagement Tactics for 2013
Having a diverse social media presence can give you a major edge over competitors. Don’t get me wrong. You don’t want to overdo it. Don’t be the guy that signs up for 100 different networks. That being said, it is smart to select a few platforms that fit your brand and delegate your resources for community management. Here are some ideas on utilizing cross-engagement tactics for multiple platforms.
Facebook + Instagram
This can be one the best combos in your arsenal. You are probably spending a big chunk of time on Facebook. It has become the norm. Using your brand page in conjunction with other popular social platforms can help provide more content to feed users. You can also drive awareness with users in an environment outside the noise of Facebook. Over 40 million photos are posted daily on Instagram and it is accessible from almost all smart phones.
Adidas Originals promotes its product lifestyle through user photos. The brand regularly uses content from followers on Instagram to build engagement on Facebook.
- Flatter your users by posting their photos submitted from Instagram to your Facebook page.
- Run a photo contest where users must submit photos through Instagram with a unique hastag. Use Facebook to promote user content and moderate the contest.
- Run a quiz or scavenger hunt where Facebook users must connect with you on Instagram for exclusive content.
Twitter + Pinterest + Instagram
Marketers underestimate the power of hashtags. This simple functionality helps build your brand, tie conversations together and create viral spread. Twitter, Pinterest and Instagram hold an edge over Facebook in terms of content visibility. While Facebook creates privacy barriers on user conversations, these 3 networks have an open environment for marketers to get valuable insight into social conversations. This knowledge can help you tap into specific influencer groups that may be interested in your brand.
Whole Foods created cross-platform engagement by curating content from the 2012 Cabernet Day. Users were engaging with the brand through Pinterest, Twitter and Instagram with hashtag #CabernetDay.
- Drive cross-community content by setting boards and pins to automatically post to Twitter.
- Use unique hashtags for your niche market to gain more visibility on all 3 platforms.
- Insert content into existing conversations by utilizing trending hashtags.
YouTube + Pinterest + Instagram + Twitter + Facebook
Video is one of the best content types for brand engagement. What many brands miss is the opportunity to promote videos visually on other social platforms. You should be driving video views through all social channels at your disposal.
Portland-based eyewear brand Shwood uses videos to showcase products and create a unique brand experience. They are leveraging Facebook, Pinterest, Twitter and Instagram to drive more exposure and sales. Visual media is the cornerstone of their content strategy.
- Embed videos on Facebook while using the ‘highlight’ feature to make the video player huge.
- Create boards for your videos on Pinterest. Use a compelling thumbnail image from the video to drive more plays. Videos are fully embeddable within Pinterest.
- Post a teaser photo on Instagram with your video URL in the description. YouTube videos render great on mobile devices.
- Tweet an engaging description of your video with a shortened video link. Videos can be played right from Twitter.
- Make sure to utilize relevant hashtags when promoting videos on Pinterest, Twitter and Instagram.
Foursquare + Twitter + Instagram
This combo is money for brick-and-mortar stores. You can use these platforms to incentivize more in-store visits, amplify your storefront and generate user content based on in-store experiences. When someone posts a photo to Instagram from your store or checks in with a good tip on Foursquare, you are essentially gaining a personal recommendation. This will help to expose your location to more potential customers and drive repeat visits. Before you take this route, make sure you have a unique product experience and a friendly staff. These tools can easily be used to tarnish your brand if someone has a negative experience.
The Starbucks social media strategy can be easily replicated by any small store with foot traffic. They offer coupons via Foursquare, interact with users who mention them on Twitter and create contests around user photos on Instagram.
- Provide discounts or perks for users who check in on Foursquare.
- Promote hashtags for customers to share their experiences on Twitter and Instagram. Monitor the hashtag using search functions for both platforms. Tweet back and comment to users, thanking them for stopping by.
- Gamify your in-store experience with a photo contest. While at the register, tell customers to post their best photos from the store with a specific hashtag. Give out daily small prizes and monthly grand prizes.
- Create customer stories by reposting and tagging user photos to the store’s Twitter and Instagram feeds.
- Connect with customers checking in at nearby locations. Offer them a discount to stop by your store.
What cross-platform tactics are you using?
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About The Author
Rory Kaluza is a digital strategist, avid snowboarder and contributor for Branding Magazine. He builds digital marketing campaigns for a multitude of brands around the world and serves as Director of Digital Strategy at Digital Aptitude, a Content Marketing Agency based out of Portland, Oregon. @RoryKaluza Rory on LinkedIn LIKE us on Facebook to be the first one to know when we post new content.
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