Brands’ Social Engagement Reflects Fan Outrage and Delight
Never a dull moment in the social world! It’s been a wild week for brands on Media Logic’s Retail Social Juice Index (RSJI). We’ve seen engagement spiking due to incredibly diverse influences, ranging from the standard best practices to political firestorms and a pesky urban myth!
We’ve seen it before: When people want to speak out, they take to a brand’s Facebook wall. This week ProFlowers (joined also by Sleep Number Beds) appeared among our brands on the move after thousands and thousands of consumers called for a boycott of Rush Limbaugh — and his advertisers. In addition to consuming media air-time and print space, the politically-charged debate played out on Facebook with both sides demanding their way. No brand may be immune to controversy erupting in its social space, but what’s most interesting is how brands choose to handle it. Both Proflowers and Sleep Number responded by pulling their advertising (satisfying some fans, angering others), and both seemed to be actively managing their social space by letting fans know they were listening while also removing posts that “demean, threaten or attack individuals” (quote from a March 3 Sleep Number status update).
Engagement also continued to spike for discount store Costco due to an internet rumor, today’s version of an urban myth, that declared the brand was giving away high-value gift cards to all Facebook fans. Costco finally set the record straight, announcing on its wall that “Costco is not giving away Costco Cash Cards to Facebook users” and thanking fans for letting them know about the phony promo. Claims for the gift cards continued to appear, however, for several more days.
This kind of energy and attention in the social space is at a premium. Our advice: Treat it as an opportunity. Why not develop a promotion on the spot? “The rumors aren’t true, but we think it’s a great idea to reward our fans!” A giveaway could have turned disappointment into delight.
It’s easy to see how these spikes in social juice may have kept Costco, ProFlowers and Sleep Number up at night, but not all social engagement comes from tricky situations. Much of it, of course, is light-hearted and fun! Other top movers – Hayneedle, DKNY, Burt’s Bees and Belk – spiked on the RSJI this week by employing some best practice tactics that reliably earn engagement: photos and fan appreciation!
Home décor retailer Hayneedle has a solid record of earning comments, likes and shares by posting photos. It struck engagement gold, however, when it turned a photo of a fishbowl-esque design for a lobby interior into a game by issuing this challenge: “Post the first word that comes to mind when you look at this picture.” The photo was fascinating and answering the call-to-action was fast and easy. And when DKNY added 14 photos to its As Seen In … album, which highlights editorial coverage of its clothing, it excited fans and boosted its engagement score.
Our final two brands turned to customer appreciation to keep fans liking, talking and sharing. Burt’s Bees, which recently crossed the million fans threshold, made lots of fans happy this week (and drew attention to a sister company) by promoting free samples on its Facebook wall, and Belk offered its fans a Facebook exclusive coupon for 20% off.
Want to know what best practices will resonate with your brand’s fans? Need quick-turnaround on some in-the-moment thinking-on-your-feet situation? Give us a call!
