Regardless of what field of work you’re in, your company should have a social media presence, and it is important to note which social network is best suited to your industry. We’ve looked at several industries and what social media accounts they’re most successful in and compiled them for you.
Every business is different and even companies in the same industry might need to take a different approach on social media. Here’s a look at companies-their audiences and goals, and what they should be investing time and effort into this year. Great advice for start-ups as well:
Retail
Retailers already love Instagram. The visual social network offers them an opportunity to showcase their products in a place where shots of clothing, electronics and other retail items are the norm. Retailers did not have to fight to fit in on Instagram quite as much as they did on Twitter or Facebook; their focus on products made the photo sharing app a much more natural fit. The mobile nature of Instagram also made the social network a much easier option for smaller retailers. People on Instagram are more ready to accept photos taken from a phone or taken on the fly than they are when they’re looking at your website for example. The acceptance of lower quality means there’s a lower barrier of entry of small brands.
Ikea the furniture giant’s Russian branch turned Instagram into an interactive, mobile catalogue in 2015. Each product is showcased on its own account, where it can also be purchased. This innovative campaign took Instagram beyond the norm for retailers using the app. While so many businesses use Instagram to showcase their products, very few can actually say they tied their Instagram activity directly to sales. This is where retailers should focus in 2015.
Retailers should continue to highlight their products by regularly posting photos to Instagram. They should be active in joining popular hashtags and perhaps consider creating their own campaigns in order to encourage user-generated content. But all of your efforts should be tied back to your larger business goal of selling your product. Link to your online store in photo captions, and use links that are being tracked by Salesforce or another tool. This will allow you to see how many sales you’re generating through Instagram. It will also help you see what types of photos result in more sales. Consider offering people who participate in your Instagram campaigns discount codes. You can track the use of those codes to see if the campaigns drive sales as they drive brand awareness. Finally, keep your ear to the ground around Instagram advertising in 2015. As they begin to open up these tools to the public, they could present a fantastic opportunity to widen your Instagram audience.
Manufacturing
Manufacturing is generally not a public-facing industry, which raises questions as to why these businesses should be on social media at all. Obviously being on B2B networks like LinkedIn can help them find and connect with prospects or clients, but should manufacturers really be on other social networks. We believe the answer to that is yes, and for one main reason: transparency.
People like to know where and how the products they use are made. It helps them in their buying decisions and alleviates any concerns they might have about the quality of the product or the labour conditions of those making it.
YouTube presents manufacturers with a major opportunity in meeting these expectations. Video is the best medium for showing processes, which is at the heart of manufacturing. Where YouTube is also advantageous is in the lesser expectation for regular posting. While YouTube is a social network like any other, and certain users expect regular updates for the accounts they follow, it is also a massive search engine. In the case of manufacturing, people don’t need to consistently see how products are being made. Usually they research it one time and are satisfied. In other words, manufacturers can post a small number of videos which have a long life cycle, and only need to be updated as the production process changes.
This year, manufacturers should consider creating YouTube videos which illustrate the production process of their products. These videos are an investment, but will pay off in consumer confidence and social proof. Done right, this style of video can be very entertaining as well.
A search on YouTube indicates that the local manufacturing industry has not embraced this platform and its potential for storytelling. We found some attempt by manufacturing giant Trinidad Distillers Ltd, home of Angostura to show how its products are made but much more could and should be done.
Government
Last June, the CIA joined Twitter. So far they’ve even done a good job of it, posting interesting imagery and using humor where appropriate. If the CIA is on Twitter, there’s no longer any denying the place of government bodies on social media. And many bodies have recognized the power of social, especially in using Facebook and Twitter to broadcast important information to the public.
So where should government organizations focus on in 2015? Why not Instagram? Instagram is an opportunity for government bodies to connect with young voters and non-voters. Presenting government news in a visual way is a smart way to add appeal and potentially attract a new audience. Imagine a constituency promoting local events with well shot Instagram photos, or a public transit organization sharing information about delays with weather photos. Instagram will force governments to get creative, which is a positive thing.
Media and entertainment
To say that the media and entertainment industry is undergoing major shifts might be an understatement. Businesses in the media and entertainment industry need to think outside of the box, because the status quo just isn’t working. And there are very few social networks more out of the box than Snapchat.
In a widely circulated post on how teenagers actually use social media, college student Andrew Watts wrote that Snapchat was “quickly becoming the most used social network” among his peers — a very important audience for this vertical. As to why it’s so popular, he highlighted the lack of social pressure, since you’re not constantly striving for likes or comments on everything you post. That same approach can easily be applied to a business. Imagine working on campaigns where you don’t have to worry about likes or metrics. The success of a Snapchat campaign is really in the buzz it creates, and media and entertainment brands can create more buzz than just about anyone.
To promote their new season, hit TV show Pretty Little Liars paired up with Audi to share exclusive content with Snapchat users. Audi sent out behind the scenes footage and bonus content from the show’s stars in real-time during the premiere. This campaign acted as a second screen, and another incentive for fans to watch the premiere.
Incentives are important, especially on a more intimate social network like Snapchat. One team The Montreal Canadiens recently used Snapchat to connect with fans of the hockey team residing in other cities using incentives. They snap a photo of a certain location to followers and anyone that finds them before the game is given certain team-related prizes. This type of “scavenger hunt” model can be replicated by most entertainment brands.
While this list isn’t exhaustive of all industries, it gives a pretty good idea of how industries can think beyond the traditional uses of Facebook and Twitter to reach new audiences in innovative ways. LinkedIn also remains an important platform for any businesses interested in B2B.
Brownie Communication Concepts
insights by HootSuite