You already know your business should be on social media. But if you're a large company, the same strategies that small businesses use to organically grow their brand on a budget aren't going to work for you.
As a large company, you have a considerable advantage when it comes to social media. You have access to resources and tools that will let you leverage social media in new and exciting ways.
In this article, we’ll break down a few of the ways that large corporations can leverage social media. You'll learn how to maximize your storytelling abilities, encourage user-generated content, work with influencers, gather data, and consult the experts for help.
1. Maximize storytelling with high-quality content
Large corporations usually have better resources and budget to create high quality, focused content. It's not enough for a social media manager to record an Instagram story every day to stay active. You need to invest in a strategy that creates high production content for your channels well in advance.
Track your social media analytics to see what performs well and incorporate that type of content into your strategy. Keep an eye on what’s trending to build relevant campaigns around things your audience wants to see.
Video content currently reigns supreme as the best way to generate engagement and expand your reach on social media. If you can afford to create high-quality video content, do it. But through that high production value, remember to give your content a human feel and stay on brand.
Australian beauty brand Sand and Sky has found that perfect balance. They know how to sell the dream of beautiful skin, and they're doing it with highly creative video ads on Instagram and Facebook. Their video ads are high-quality and high production but showcase real people who use their products, not just an unachievable dream.
This strategy builds social proof while making them more approachable and personable because they use real people in their ads and not professional models. They let the product shine front and center, and you can tell that a lot of thought went into the production. It wasn’t just someone with an iPhone creating the video.
2. Encourage user-generated content
User-generated content (USG) is content that you curate from your audience and isn't created by your brand. The value in user-generated content lies in the social proof that comes with it. When your brand has a large following and fans who genuinely enjoy using your product or service, they'll want to tell others about it.
You may be wondering, if a brand has budget and resources, why would they curate posts instead of creating original content. Consumers find authenticity in USG more so than branded content and are 2.4 times more likely to trust a brand that uses it.
As a large company, you need to find a sweet spot in how you promote user-generated content. A post by a loyal customer could have a lot of value and selling power to your audience. Using that post and putting advertising dollars behind it can help promote to a broader audience and leverage your budget and resources in a smart way.
In 2018, The Telegraph partnered with Tourism Australia and Australia.com, to launch a massive social media campaign. They encouraged their collective followers to share their favorite destinations in Australia by using the hashtag #25MillionMates.
The campaign spanned across Twitter and Instagram and resulted in millions of users creating stunning content and photography around their favorite Aussie spots, inspiring others to visit.
The Telegraph used its technology and resources to build an interactive tool that helps excited tourists explore the curated content and find their next destination. Visitors of their site can scroll through an organized feed to see entries neatly displayed in one place.
3. Connect with influencers
Only 1% of millennials trust an advertisement that comes directly from a brand, but 33% of them consult social media before making a purchase. Working with influencers can help build trust with new customers and expose your brand to entirely new audiences.
Influencer marketing is similar to user-generated content but with far clearer intention. As a large corporation, you can use your reach and existing following to connect with influencers in your niche. The more you have to offer, the more influential the people you’ll be able to work with.
Australian influencer Tara Whiteman regularly collaborates with lifestyle and hospitality brands all over Australia, and the world, to advertise on their behalf. Her creative eye has landed her partnerships with high-profile brands like Infiniti Australia and Park Hyatt Sydney. She directs her own highly stylized photoshoots of products and destinations and promotes them to her 1.3 million followers on Instagram. She offers the brands she works with a vast opportunity to reach people outside of their audience but who still have relevant interests as their target market.
When connecting with influencers, make sure you set clear and measurable goals. For example, one goal may be to expose your brand to new people in your niche. In this case, you would measure new followers or website traffic resulting from influencer campaigns. In other cases, your goals may be more sales-focused, and you'll measure how the influencer's posts have impacted sales.
When you have a large following, you’re sitting on a gold mine of user data right at your fingertips. If you have the budget, invest in products like Facebook's Test and Learn tool to split test your advertising on the platform and find out what your audience resonates with most.
You also have the opportunity to gather direct feedback from your followers. Social media platforms like Twitter, Facebook, and Instagram have polling features and let you ask your followers questions and track their responses. The more followers you have, the better idea you’ll have of things your users are looking for or opportunities for improved customer service.
Slack is one company with a huge following that doesn’t shy away from crowdsourcing feedback from their audience. They regularly ask their audience to vote on new features, updates, and what types of content they want to see.
5. Work with experts
Working with a top social media agency, like Hello Social, gives you a massive advantage compared to your competitors who are doing social media in-house. Social media agencies live and breathe this stuff. They can look at your campaigns from an outside perspective and offer valuable insights that will create long term impact.
Having a substantial social media presence requires top-notch graphics, content, copy, and ads. Working with an agency gives you access to the best resources available.
Millions of users are logging on to social media every day, with no signs of slowing their scroll. Even large companies can’t afford to miss out on the opportunity to be apart of the conversation.
It might seem like social media is a big pond, and everyone’s competing with the ongoing noise. But when you’re a big fish, there are endless possibilities at your fingertips to make massive waves in your industry.
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