Your company has a Facebook page. You tweet every once and a while. You might even utilize Instagram or Pinterest.

Many business owners and marketing directors reach this point and feel like they have a handle on their social media and public relations efforts. Whether they’ve decided to outsource this work to an agency or take the DIY route, it’s easy to see posting activity and a fresh, up-to-date feed and think that the work is done.

This could not be further from the truth.

While social media is a great tool to streamline your communications efforts, it’s by no means a shortcut to or a substitute for a sound marketing strategy.

They say that going the extra mile will get you the most bang for your buck, and this is true even in social media.

So, what exactly does going above and beyond mean?

Our recommendation to clients would be to take a look under the hood, so to speak, and see how effective your approach really is. Are you reaching new people? Have you identified key influencers to expand your reach? What’s happening in the world that might provide opportunities for getting more mileage out of your existing posting strategy?

Social media, when done well, is a key customer experience touch point. Ideally, the customer will feel as if their social interaction with your company is a unique one.

How do we reach this goal?

First of all, it’s important to remember that, while the internet offers an opportunity for the spread of information, unique ideas and communication across different channels, it also seems to churn out a lot of identical content.

If your company has been posting consistently bland material, you’re not going to gain any sort of new traction. Defining your voice and saying something your followers haven’t heard before can help you break out of what we call the “echo chamber”.

“If your company has been posting consistently bland material, you’re not going to gain any sort of new traction.”
Don’t know what that means? Let’s look at a real example.

Most people choose to engage with sources of information that will reaffirm things they already believe to be true. It’s easy, it’s comfortable, and it’s familiar. Whether that be through the news sources you follow, the trends you subscribe to, or even the people you choose to associate with, we’re all guilty of this.

Our challenge as marketers is to break that trend.

Let’s take a look at Wendy’s. While it’s now popular among big corporations to interact with their fan base and competitors on social media, Wendy’s was one of the first to give this tactic a try. In doing so, they’ve not only broken out of the echo chamber, they’ve broken the fourth wall.

In 2017, on Black Friday, McDonald’s inadvertently tweeted what was clearly a draft:

McDonalds black friday tweet with a missing link in the tweet

To which Wendy’s replied:

Wendy's responding to the missing link in a tweet from Mcdonalds

You might be thinking, “Isn’t this strategy risky?”

Most companies avoid direct comparison and conflict with competitors, but for some reason, it works here. Since revamping their social media efforts Wendy’s has seen its stock rise, its followers increase, and its overall position among industry rivals improve.

What’s the lesson here?

Sometimes, the simplest alteration to your approach can make a huge difference. It’s okay to take risks, to stand out, and to position yourself differently than the competition. In fact, it might be the smartest business move you make this year.

More About ZIV

ZIV has offices in greater Kansas City and Denver, CO. Whether it’s creating a brand, implementing a digital solution to disrupt an industry, transforming a customer’s experience to gain loyalty, or executing a marketing strategy for needed growth – they’ve got you covered. Explore their capabilities and past work at letsziv.com.

For media inquiries or for further information please contact Jake Randall, jake.randall@letsziv.com.

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