On Friday, I spoke at the Campaigns & Marketing Summit, jointly hosted by Capitol Communicator, Potomac Tech Wire, and Campaigns & Elections. The panel I participated on addressed How Social is Going Private. Social is an important topic for brands and political candidates alike. Social continues to be a holy grail as well as a black hole for marketers. Varying degrees of user anonymity coupled with platforms that seem to emerge weekly can create a dizzying array of choices for brands and a frustration on which platforms are best. As you work through selecting social channels, just like we do with media choices, you’ve got to keep your audience, your content creation abilities, and your campaign goals in mind.
If you missed the session, or the conference, here are some of the main points I shared that I hope prove helpful to you as you develop your next social campaign.
- Look before you leap. Jumping on an app just because it is new isn’t always the best investment. Some brands have the ability and resources to test while others should wait to ensure they are spending campaign dollars wisely.
- Snapchat is the new TV. Snapchat isn’t the anti Facebook or Twitter, it’s the new Television. When it comes to following friends, or political candidates, it is like reality TV. Stories coming to life in real time. People want to be part of events that they can’t attend and Snapchat takes them there.
- Align your content. The content you share has got to match the platform you are sharing it on or it won’t look authentic and won’t be engaging to your audience.
- Snapping beyond Snapchat. Although small today, we are going to see more shareability of Snapchat stories and pieces of those stories. Users are downloading and sharing their snaps on other platforms like Facebook and Instagram.
- Yik Yak chitchat. When thinking about Yik Yak, Whisper, and other apps where users are anonymous, brands still have to pay attention. Just because a platform says its user base is “anonymous” doesn’t mean what they’re sharing it not truthful. Those platforms become a great listening tool. The comments and threads create a platform for conversation that brands must pay attention to. Using that listening and learning to craft messaging is going to be important for brands.
- Peer pressure = better metrics. We are going to see competition between platforms on the data they share with marketers. Some aren’t sharing much now, but they will experience “peer pressure” from other apps that will, and are, sharing. And that pressure will affect change. Many brands will not be able to justify the resources to get on board or stay without those metrics.
- What’s next? We need to watch new apps like tsū—a newer app that shares ad revenues with its members (tsu.co). Users who value the content they share and want to own it, are going to find apps that do more to protect their privacy and share their revenue appealing.
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