Save the Turtles and Your Brand
Plastic pollution is a hot topic. Images of plastic straws harming turtles and other wildlife are inundating Facebook and Instagram feeds. Heavy hitters like Starbucks, Disney, McDonald’s and the city of Seattle are just a few who have vowed to completely purge plastic straws over time.
Has social media been a driving force behind major companies and cities banning plastic straws?
Absolutely. Now, more than ever, social media is an effective way to galvanize the masses, shift opinions and drive action. Passionate consumers and activists are using social media platforms to create real change in the world.
So, what does social media mean for clients who have varying goals–like getting an app downloaded, website viewed, a conference attended or vote cast?
Social media is an integral component of every communications plan, regardless of the vertical, brand, organization or initiative. It serves as an engagement tool to create authentic relationships with audiences across the spectrum. And each platform can help achieve different objectives. It’s all about pulling the right levers at the right time. Below are some helpful reminders when crafting your social media plan across some of the most popular platforms.
- Facebook: Facebook is the social media community with over 2 billion current users, providing companies with an unparalleled opportunity to reach virtually anyone in multiple ways. It’s a great way to engage with potential brand ambassadors or target specific audiences. Beyond day-to-day engagement, it helps encourage support for a cause, stimulate thoughtful conversation or disseminate educational information. A combination of owned and paid ads can broaden the reach of your message.
- Twitter: Twitter is the top source for breaking news and provides great access for users to connect with both niche and mainstream influencers. With 328 million monthly active users, it remains one of the most popular social media platforms. It offers high awareness and engagement opportunities for organizations and brands, especially with timely content like relevant in-the-news opportunities, a reminder for a scheduled event, gauging public opinion or facilitating effective customer service.
- Instagram: Instagram currently sits as the top social channel for engagement. With over 500 million active monthly users, Instagram offers a unique opportunity for brands to reach and truly connect with their target audiences through visually appealing imagery and videos. It’s important to keep your users’ interests in mind, hone your photography skills and stay active for continued engagement. It’s great for showing a peek behind the curtain, highlighting a piece of history or driving product purchase.
- LinkedIn: LinkedIn is the largest community of professionals with 500 million global members. It’s the only environment within reach that allows you to target by actual job title, in addition to industry, location and experience, among others. While many users have professional advancement in mind, users are shown to engage with shared content 15 times more than job postings. So, it’s great for driving website traffic, generating qualified leads, sharing case studies and encouraging attendance. But remember, this is not the spot for those vacation photos.
So, maybe your business objective isn’t to save the turtles, but even so—crafting an impactful social media strategy and sharing engaging content will help move your audiences to act.