The following is a guest post by Jessica Sanders. Her bio is at the end of the article.
The social media world is overflowing with businesses. As a place for free marketing, it has become one of the best tools to reach customers. Yet, not everyone is doing it right. A number of studies have shown that Facebook fans and Twitter followers prefer companies that don’t abuse their place within social networks to spam users with marketing overload.
Who has been successful at connecting with their audience, without overdoing it? There are a number of companies who have created a better relationship with customers through these platforms. Yet, there are a select few who have done even more.
As a company that has primarily had an online presence, you may be wary to see this company as a contender for a top business social media convert. However, it is impossible to overlook their ability to use Facebook exactly as a business should. If you simply look at the screen shot of their home page:
- First you notice, “Share your wow experience on our wall.” Customers want to interact with the businesses they like, and are immediately invited to do so.
- Second, they are pointing you to the “Like” button. It couldn’t be easier for the customer.
- Third, you notice the fun default photo. Instead of a boring logo, they are using it as a spot for contest winners. You will also see that any visitor is welcomed to enter simply by uploading their photo.
Everything about this page is easy to use, simple to understand and inviting. All the aspects a company should have incorporated into a well made Facebook page. Once inside the page, their wall is filled with questions for their fans. “Today is national pie day! What’s your favorite kind of pie?!” With 239 responses and 89 likes, they certainly got an answer.
A popular San Diego restaurant, known for homemade soup and heaping salads, found success in their Twitter account. The business was doing well enough, when their parent company saw light at the end of the social media tunnel. Werulon.com says the incorporation of their Twitter account increased customer foot traffic 5-10%. What did they do right?
- The first thing to take notice of is how well they integrate all of their social media outlets. You can see down the left hand side they have links to their website and Facebook page. Many companies don’t juggle their multiple platforms in a unified manner, yet Souplantation as done that.
- You will also notice their images of enticing food shots. However, what do customers want most? Free stuff! Also displayed are two sets of four coupons, all of which are valuable deals. This gives customers a reason to follow them frequently.
- Their Twitter is also a place where they display new menu options, which they do frequently. Their most recent Tweet boasts new Vegan options, which are not easily come by in most restaurants.
Souplantation has incorporated everything necessary for a successful Twitter feed. They’ve made it an exclusive account, offering coupons and new menu announcements to their followers. It is also easy for customers to move between their various social media outlets giving them optimal traffic.
This #1 Zaggat-rated frozen yogurt restaurant has been doing more than making amazing treats. Their Facebook page, while it doesn’t stick out quite as Zappos does, still remains a top contender for various reasons.
You’ll immediately notice that their home page is very normal. While it differs from Zappos, or other larger companies in this way, it is no way hurting them.
“The team at Mashable found that the Wall–particularly the first few posts on the Wall–garners the most eye attention from fans, indicating that valuable fan interactions as well as interesting post content are key to keeping a fan’s attention,” found a study conducted by Mashable.
Findings also went on to show that there is less time focused on the profile picture and more on the photo reel to the right. Why does Red Mango have this in the bag?
While the profile picture isn’t all that thrilling, the most recent wall post has an easily recognizable brand in it; one that Facebook users are very familiar with. That is enough to catch someone’s attention, though I doubt it was put there for that reason.
As you scan down the wall some more you’ll find a variety of uploaded photos that have the Instagram motif; very popular with social media users right now.
- Red mango’s ability to incorporate pictures so well into their page is important. More than 250 million photos are uploaded on Facebook daily, and this company seems to truly embody the importance of that.
- The picture is a great example of how the company has incorporated the important aspects into one. Instagram photo, check. Caption inviting comments, check. With 58 comments and 122 likes, I would say their technique is successful.
Red Mango does a great job of being relatable. You aren’t bombarded by ads, but feel as though you might be looking at the Facebook page of another friend. Social networks are about connecting with your customers, and this accomplishes that.
Many companies have embodied variations of what the companies shown are doing. There are a variety of tactics to having a successful social media presence. I think these three companies relate with their fans and followers using three different techniques, all of which are successful in their own way.
Jessica Sanders is an avid small business writer touching on topics from social media to telemarketing. She writes for an online resource that gives advice on topics including VOIP phone systems for b2b lead generation resource, Resource Nation.