Social media marketing has become an essential marketing tool for most organisations over the last decade. Social media now reaches more people, faster and in more ways in our day to day lives than previous mainstream advertising such as television. In fact, while people over 65s still cite TV as their main source of news according to Ofcom, this falls with age until a whopping 82% of 16-to-24-year-olds cite social media as their main news source.
In addition, European consumers in 2019 wouldn’t care if 81% brands were to disappear overnight, according to Havas Group’s Meaningful Brands 2019 report. This report is wide-reaching based on 1,800 brands and 350,000 respondents across 31 countries. The brands that people do care about are the ones that provide meaningful content, focus on improving their customers' lives and whom they perceive to be doing good.
Brands that made the top 10 are ones being transparent and committed to social good. Interestingly, that top 10 list included Gillette, who suffered a bit of backlash from some quarters at the start of the year following their ‘We Believe’ advertising campaign, which focused on countering male bullying and toxic masculinity. However, this has actually played in their favour, with the advert going viral and triggering a fierce social media discussion that included some men (especially older and more traditional males) threatening to boycott Gillette (figures suggest they didn’t) and Millennials celebrating them for stepping into the political void left by out-of-touch governments.
As Pankaj Bhalla, the North American brand director for Gillette, says:
“I think it is important to stand for more than the product’s benefit that you provide, and I think that’s the expectation of our younger audiences.”
As a social enterprise, you already have a head start, which you can and should make the most of. Social media offers you a wonderful platform on which to connect with followers to build a tribe of supporters and customers and show them that you are not just an expert, but a leader in every sense of the word.
Obviously, this is not without its challenges, as increased transparency and taking a lead can sometimes spark push back in an increasingly polarised world, as Gillette and Greggs have both found recently, and it is why many brands are a bit frightened to use social media properly. Alongside all the good that can be done with social media, there is also the potential that a crisis can quickly turn in to a firestorm (we are talking hours not days) if it is not nipped in the bud. Therefore a critical part of ensuring brand trust and reputation is having a crisis management plan in place, and that it is prepped for and practiced frequently, so that if the worst does happen it can be extinguished before it escalates.
While the worst social media upsets are very visible and can often be very damaging, most can be dealt with easily enough so long as you have all your ducks in a row and are properly prepared. By being prepared obviously I mean you have a good social media crisis strategy and plan in pace, but also that the team have created a robust social media presence to support the brand and you have spent the effort to build a good reputation on all levels (i.e. by treating your staff and suppliers properly, being ethical, etc).
In summary, social media is a fabulous way to build growth for a social enterprise on every level. However, to make it work properly requires strategy, planning, scheduling, and analysis. But is worth the time and investment? Definitely.
Claire Burdett is the co-founder and director of The Media Marketing Co, an integrated agency specialising in social media marketing and getting brands visible and on the first page of Google.