By Susan Linning
We’re going to let you in on a little secret about social media marketing: Facebook fans and Twitter followers are spoiled! They want information that is interesting and relevant to them. In other words: Boring, repetitive posts from businesses engaging in shameless self-promotion just aren’t going to cut it.
In a world and society that revolves largely around reality TV shows, celebrity antics and YouTube sensations, it’s important to keep up with the latest trends when constructing a social media marketing strategy. Whether you love it or hate it, pop culture is here to stay – and it’s a lot more likely that your fans, followers and target audience will perk up and pay attention if you’re tuned in.
Did you know that the 2013 Oscars generated a whopping 8.9 million tweets and 66.5 million Facebook interactions? Did your company/brand take advantage of the opportunity to align itself with something that happened on Oscar night? If not, you missed out on a terrific way to reel in fans and followers and to engage a community of people that was already high on Oscar craziness.
Like most aspects of Internet marketing, there’s a right way to do it… and a very wrong way. Don’t
become one of these marketing laughingstocks. Be tasteful, witty, and relevant with your updates and campaigns! In other words, don’t pull a Seth MacFarlane (yes, there were plenty who enjoyed him, but he definitely caught some heat!).
Tying in pop culture and current events with your social media efforts requires a degree of finesse. Try to find connections between your brand, product or services and the latest, greatest trending topics; but be aware when you’re stretching for relevance. Get creative with your efforts, and don’t be afraid to use humor.
Missed out on the Oscars, the Super Bowl and the State of the Union address? Some upcoming events and opportunities to keep in mind: St. Patrick’s Day, March Madness, Usher and Shakira debut as judges on The Voice, YouTube phenomena and Internet memes (what’s a “meme,” you ask? Learn more here).
See examples of how some wildly successful brands have used pop culture in their online marketing efforts via SocialMediaToday.com.
Susan Linning is president of ECHO SOCIAL MEDIA + MARKETING of Miami, which develops and executes social media and integrated marketing strategies, creating custom content and maintaining pages on social media platforms. ECHO also provides blogging and copy-writing services.
(Photo of Seth MacFarlane is by Getty Images.)