Photo Credit: (Matt Peyton/AP Images for Nabisco). (PRNewsFoto/Kraft Foods Inc.) EAST HANOVER, NJ UNITED STATES)
Recently my class readings focused on brands’ engagement with consumers and how to measure its’ social media success. This is an important aspect of social media that will influence how we use social media within our career scope. Knowing how to interact and what consumers want with brands on social media and increase profit and reputation. Many brands hire research companies to help assess their consumers needs and wants to help them make sound and profitable decisions. The readings help us to understand how to effectively use social media.
O’Dwyer explains that most social media users follow or “like” less than five brands. Brands can be followed on Twitter, liked on Facebook, and connected through RSS feeds. Social media users small acceptance of brands on these networks makes it vital for brands to be apart of the five that people choose. Consumers interact with brands to receive free products or coupon incentives while other use the opportunity to give brands feedback or to just be entertained.
Starbucks, Coca Cola, Oreo, Skittles and Red Bull are the 5 most engaged brands in social media. These brands effectively use social networks like Youtube, Twitter, Facebook and blogs to create entertaining interactive content and video for their products. These brands create campaigns to help launch new products, to create dialogue, and offer incentives for their consumers that are following and liking them. For example Kraft’s strategy has help Oreo maintain it’s more than 16.6 million “Likes” on Facebook with the help of Beth Reilly and her team. On the video below, Reilly says that Facebook is the new TV and that you have to give people a reason to keep coming back to the site and Oreo does this by “posting comedy videos, sharing recipes and celebrating a ‘Fan of the Week’.”
On Monday, Oreo posted a status asking its’ 16.6 million fans to like the status to set a Guinness Record at 45,000 likes within a 24 hour period. Shortly after Oreo announces its’ goal, rapper Lil’ Wayne creates a similar status to his 20 million fans to help him set the record. “At the end of the 24-hour period, Oreo had 114,619 likes; five hours later, when the rapper’s 24-hour period had expired, his post had 588,243 likes, easily trumping Oreo’s bid for the Guinness World Record.”
Even though Oreo did not set the record it did create brand recognition and engaged with its’ consumers making them feel like they were apart of the goal to set the record. Mazy Kazerooni is Lil Wayne’s digital manager. He Mashable yesterday that the stunt was intended to show off Lil Wayne’s social media chops. “I want people to think ‘Bieber, Gaga and Lil Wayne.’ The traffic we do is ridiculous and no one really knows,” Kazerooni said.