Facebook content: help or entertain!
By Elsa MISKE | Social
May 29th, 2012
Now that most brands are on Facebook – and since it looks like Facebook is not going anywhere anytime soon – it feels like a good time to start thinking about strategy from a long-term perspective.
So let’s consider what’s relevant, both today and down the road:
- Gen Y is super demanding. It’s not going to get any better because THEY are tomorrow’s consumers, and their children… well, they might be even MORE demanding. So we might as well acknowledge that fact now.
- People like brand pages for the promotions, although this doesn’t necessarily contribute to enhancing brand loyalty.
- If we want to build lasting relationships with our audiences, we need to know what they really want and start to develop content around that.
- (In my opinion) You either have to help consumers or entertain them… or die!
A few smart brands have already realized this and have taken innovative approaches:
- Heels by Longchamp: What better way to attract (and maintain) consumer attention than with a web series chronicling the lives of two women working at a famous fashion magazine a la Sex and the City. This is high quality entertainment that succeeds in tastefully showcasing products, subtly promoting the Longchamp brand and its values, and, most importantly, keeps fans coming back for the next episode.
- L’Oreal Paris: From a very top-down approach to a community approach, L’Oreal utilizes its online communities to build relationships with consumers. Using insights from industry experts and beauty bloggers as conversation starters, L’Oreal is able to launch and promote new products in a very authentic, friend-to-friend manner.
- Bledina: How do you connect with digital mums? By giving them the information they want without branding everything or promoting products in each post. The curated selection of recipes, parenting advice and cute videos makes for an enjoyable and informative read that Mom will return to time and time again.
By surrounding a brand in an emotionally rich universe of specialty content, it becomes much easier to connect – and stay connected – with fans. If your brand doesn’t have it’s own universe, it might be a good idea to create one now!
Tags: Bledina, Content Strategy, Facebook, Facebook marketing, Glossy Girls, Heels by Longchamp, Longchamp Heels, L’Oreal, Marketing strategy