Five Tips For An Effective Social Media Strategy


When designing a social media strategy it is important to know what your goal is and who you are trying to reach. Read through these five tips to ensure that your strategy is a success:


Before running a social media campaign it is vital for a business or organization to thoroughly understand their target demographic and keep in mind that they are selling emotion to their audience. A company that sells family cars wants to sell the image of being safe, reliable and secure so those emotions need to be conveyed within their social media campaign.

A company that runs an excellent social media campaign is Innocent Drinks and this is because (you guessed it) they know their target audience.

This UK company uses fresh fruit and natural ingredients in their juice/smoothie range and donates ten percent of their profits to charity. They regularly tweet pictures of wildlife and nature because they understand that their consumers are heath-conscious and eco-conscious people.

Another company that understands their target audience is Red Bull. Red Bull provides a boost of energy and caffeine that increases the heart rate, yet a cursory glance at their Facebook/Twitter pages tells us little about their actual products. Instead they post images of skateboarding, surfing, skydiving, snowboarding, wakeboarding and the other types of extreme sports they sponsor. This is to appeal to the athletes and adrenalin junkies who want a drink that can match their lifestyle.



An effective social media campaign should involve regular updates throughout the day. “Content is King” but what that content is depends on the business itself. As a general rule, it is important for a business to keep up with news related to their niche. If the Grammy’s were approaching and a record company failed to tweet about it, they would not only look unprofessional but would be missing out on a huge opportunity to spark discussion. These trends aren’t just focused on current affairs and events but also on factors such as seasonal changes. During a recent heat wave in the UK, Innocent took to Twitter to give tips on how to turn their juices into delicious lolls (aka: ice pops). This is the perfect update as it is a friendly piece of advice that advertises the product and sparks discussion from those enjoying the weather.



When customers respond to an update or ask a question then it is important for any company to reply as it strengthens the bond between company and consumer.

These interactions should always be polite in tone but the nature of the comments depends on the character of the business. Lets refer back to Innocent Drinks – on all of their products they write quirky jokes and random facts and they uphold this tongue-in-cheek attitude on their social media profiles. A specific online presence gives the company a human side that consumers can trust, thus a solid relationship is built. This online persona should stay the same across each social media platform.

Red Bull repliess to users on their Facebook and Twitter profiles and they often provide  links to extreme sports videos that their fans may be interested in.

It can even be beneficial to provide the occasional link to other websites. This helps to build company trust, and nothing is more tiresome than constant self-promotion. Providing these links may also lead to companies linking back to you in return.


One thing that customers trust is consistency. A brand cannot suddenly change its image by using a drastically different font or speaking with a new tone of voice. Color is another factor to take into account; for example a page for Coca Cola shouldn’t contain more green than it does the colors they are known for, their logo colors of red and white.

Companies must be consistent in keeping track of what they have already posted; nothing screams “unprofessional” like reposting the same content too frequently or radically outdated content.

All content should contain immaculate spelling and grammar. Slang language is fine provided the character of the brand is informal but an unfortunate spelling or image mishap could cause great offence to an audience. A simple word could become a swear word or an innocent image could become not so innocent if there is something inappropriate happening in the background. Numerous companies have fallen into these traps and learned the importance of hiring a keen-eyed editor to scrutinise every image before publication. In cases where oversights have been made, an immediate apology is always the best option. Multiple companies have tried to deny mistakes and it has always backfired.


It is vital to employ the right people to take care of your social media campaign. A quick search on the Internet would bring up plenty of examples of employees who thought they were logged in to their personal social media accounts and ended up slandering the company in the company’s own account. This has taught companies to do thorough background checks on who they employ, taking time to call that person’s past employers and ensure that they are highly professional. And remember, who you employ speaks for your business. Your employees are the ultimate brand representative, so be sure they are a brand “fit”, understand your brand promise and are open to learning how you expect them to deliver on it.

Learning how to define your brand promise and your target customer are vital to defining your brand. In Brand School, the premier learning program for small businesses, non profits, and entrepreneurs, we cover how to do that and more. Find out how your business may benefit from Brand School HERE.

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See more entries in our social media blog series HERE.

About the author:

This article was written by Kimberley Thompson, copywriter at Gloc Media. Kimberley loves to write, travel, sing and spends her hours at the voice over recording studio.  On Twitter she’s KimThompsonUK.

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Avoid Making the Top 5 Branding Mistakes – #BrandingHangout Replay

Recently BrandTwist Founder & CEO Julie Cottineau joined Terry Byford, Director, Corporate Counsel at Getty Images and iStock’s Sarah Lochting in a live, Google Branding Hangout where they discussed the Top 5 Small Business Branding Mistakes – and wow… what an amazing turnout! There was great feedback and really insightful branding questions from viewers. Big thank you to all who showed up, to Terry, and to Sarah and iStock for hosting.

This Branding Hangout covers:
    •    5 top branding mistakes that could be holding your business back, and even getting you into legal hot water.
    •   Tips on re-branding.
    •    How to develop a killer brand promise.
    •    The difference between b2b and b2c branding.
    •    How to stand out BIG as a small business.

And that’s just a taste – which is why we’re so excited that iStock has made the entire informative, jammed-packed, hour session available to view for FREE. So tune in to the video, above, for ways to grow your brand, expand your reach and avoid potentially costly branding snafus. 

AND, You can keep the branding conversation going by submitting your comments and/or questions here, below, or by using the Twitter hashtag: #BrandingHangout.

Shout out and thank you to @AssyrianKitchenWe just love how she shared her thoughts and takeaways from the Hangout on Twitter:


@JCottin Just watched Top 5 small business branding mistakes. Great takeaways! Thanks! @istock #BrandingHangout

“Thought a 56 min video was going to be too long, but I was hooked on the practical takeaways from the start! Thanks.”

@iStock @JCottin Invest in “word of eye”, have a strategy first, know your brand promise, think of brands you love & ask, “What would they do?”

We hope you take the opportunity to view the Hangout replay, above, and feel free to share it with others who you feel might benefit from it.

Happy branding!

NOTE: The offer mentioned in the video for a chance to receive 1 of 10 free “Brand Health Checks” from BrandTwist HAS ENDED.  But if you’d like to be notified when the next complimentary 1-0n-1 Health Checks are available, please apply HERE.

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Fast Food Wrapped Up In a Twist


Chipotle is not your stereotypical fast food restaurant chain. After experiencing Chipotle one time, you will forever be done with the regret that often follows eating the traditional fast food burger and fries. Founded in 1993 in Denver, Colorado, Chipotle Mexican Grill has grown from a single, small restaurant to a worldwide phenomenon with over 1600 outlets in 44 U.S. states and 4 different countries.

While Chipotle is classified in the fast casual segment of the dining industry, you would never know while eating it. You won’t experience the typical “regret factor” that makes you question your fast food decision 45-minutes later when you’re trying to digest. That’s because they make good on their promise to use organic, fresh ingredients and naturally raised meat – as reflected in the company’s mission statement: Food With Integrity. This mission is further brought to life with vegetarian options such as vegetable burritos, salads, and Sofritas (shredded tofu braised with chili and spices).


There’s also an intriguing mystery about Chipotle’s menu that many customers (except the extremely loyal) may not know. There is a secret menu. This menu has interesting options which one cannot find on the standard restaurant menu, such as Quesaritos and Burritodillas. This has created compelling interest for loyal brand fans known as “Chipotle addicts”, like myself, who are looking for a new experience each time we go to Chipotle. When ordering off the secret menu, the friendly employees might even give you a knowing smirk or wink congratulating you for being an “expert”. These “secret” additions to Chipotle’s menu, as well as their interesting packaging which contains “passionate ramblings” such as, “I think we could be really good together”, paired with a picture of a burrito, is a TWIST in the fast food business which separates them from most other fast food competitors.

Chipotle also stands out from the rest of the fast food shops thanks to its use of technology for an easier, more customer-friendly experience. If you are worried that the line will be too long or if you’re in a rush, you can use their mobile “Chipotle Ordering” app to give your order in advance. And there’s always the more traditional option to phone in and place your order.

Another important characteristic that Chipotle has which differs it from the rest of its competitors is their casual, yet vibrant atmosphere. In every Chipotle you can always count on lively music like reggae or salsa, or other up-beat, fast-paced music to go along with friendly employees who can make your day brighter.


Chipotle appeals to a wide variety of customers but seems to have a special spot in the hearts of teenage boys such as myself. Their recent prom promotion is a great example of how well they know their target market. Knowing that it is prom season and that Men’s Warehouse will be filled with tuxedo-renting, burrito-craving teenage boys, They partnered with Men’s Warehouse to give each buying customer a coupon good for a Men’s Warehouse discount and a free order of chips and guacamole at Chipotle.


Three things you can learn from Chipotle to TWIST with your own brand:

  • Don’t just promise a differentiated benefit – deliver on it with every touch point.
  • Create secret rituals that can connect with your customers to make them feel special and want to be brand ambassadors.
  • Look for unusual partnerships that are trying to reach the same target audience for partnering marketing opportunities.


Chipotle has a used a number of techniques in order to expand their business, but simply by being unique and reliable Chipotle has sprung forward and now competes (and holds it’s own) in the same arenas as some of the largest names in the business.





About the author:

Austin Glickstern is a BrandTwist intern and a senior graduating from Dobbs Ferry High School, NY.  For the next four years he will be attending the University of Connecticut where he will study Business.  Some of Austin’s hobbies include playing sports, watching movies, and going to Chipotle often for a couple of huge burritos.


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