EVERYBODY agrees that social media is one FREE beneficial marketing tool to boost your brand further. From clothing lines to food producers, from least attractive to highly favored brands; they are all over Facebook, Instagram, Twitter, even Pinterest! Whether it is accidentally or intentionally, many of them have been abusing their social media power to an excessive degree that makes their customers sick of their online presence harms their own image.
Social media exists to help you to reach new customers, enter new markets, identify new opportunities and trends, communicate with and retain the existing “fans” by spreading out your brand values and increasing the level of engagement. In short, it is there to build positive ‘relationships’ between you and your customers. But today, many brand managers put too much focus on ‘getting more followers’ than ‘adding real values’. This is quantity-wise vs quality-wise. If you base your business upon the numbers of followers that you have (which is true in terms of helping you to identify your brand recognition), but neglect the importance of creating meaningful interactions and impressions, then you are likely to have over-exposed your brand through social media.
I want to share a basic, easy-to-remember principle that will help you to stay true to your primary objectives (remember: your goal is not just about quantity, but quality!). It is called “The 80/20 Rule”— more of you, less of me.
The 80% aka “More of You”
‘You’ here refers to your audiences (followers). 80% of your posts on your social media page should be non-self promotional content. Your posts can convey any relevant information that is able to leave a strong impression, and boost that relationship and engagement level that you desire. It may includes entertaining content (such as funny photos and fun facts), emotional content or ‘today’s issues’ faced by your industry, useful tips, reviews, and other personal content (such as photos of your employees, staff party or production processes).
The 20% aka “Less of Me”
Only 20% of your posts can include brand-centric content. It can be in a form of advertisement, contest, or any promotional activities. This is how much you can freely express your brand to customers!
Last month, the high-end American fashion brand Michael Kors declared that they would join Snapchat. MK has already been greatly active through Facebook, Instagram, Vine, Twitter and Pinterest, with over 25 million followers across the platforms! In 2013, MK signed up to launch the first Instagram ads, which stimulated lots of negative reactions from users (check out the comments below!). Despite the challenges that MK faces due to its overly distributed products that lead to sales decline, MK has decided to continue their existence on platforms ‘in which their fans are involved’.
Do you think MK’s strategy on getting highly social will boost their value? Or, will it kill its own luxury image?
Well, I guess we have to wait and see 🙂
**Read more about the 80/20 rule and its history here!
Arantes, B. 2014. The 80-20 rule for content – origins and how to apply it.
Available: http://www.business2community.com/content-marketing/80-20-rule-content-origins-apply-0855447 (accessed 6 March 2011).
Demers, J. 2015. 8 social media mistakes that are killing your brand.
Available: http://www.entrepreneur.com/article/242847 (accessed 6 March 2015).
Fortunato, J. 2014. The social median: balancing aggressive and passive online marketing.
Joneson, R. n. d. The 80/20 rule of social media marketing.
Available: http://nettramarketing.com/digital-marketing-insights-blog/61-the-80-20-rule-of-social-media-marketing.html (accessed 6 March 2011).
Lopez, L. 2011. Is your brand over-exposed?
Available: http://fashionscollective.com/FashionAndLuxury/07/is-your-brand-over-exposed/ (accessed 6 March 2015).
McDermott, J. 2013. Instagram’s first ads draw haters but lots of likes.
Available: http://digiday.com/platforms/instagram-ads-michael-kors/ (accessed 6 March 2015).
Mobile Media Xchange. 2015. Luxury brand Michael Kors takes on Snapchat.
Available: http://www.mobilemediaxchange.com/social/luxury-brand-michael-kors-takes-on-snapchat/ (accessed 6 March 2015).
Myatt, M. 2011. Brand exposure.
Available: http://www.n2growth.com/blog/brand-exposure/ (accessed 6 March 2015).
Pathak, S. 2015. Luxury brands on Snapchat? Why Michael Kors is taking the plunge.
Available: http://digiday.com/brands/michael-kors-snapchat/ (accessed 6 March 2015).