Position in social networks is not easy. Brands not only have to create content and updates that are interesting but also must achieve prominently positioned in an environment where there is increasing competition. It is not just that more and more brands trying to capture the attention of consumers on social networks but also these spaces are an environment in which more and more messages that are shared that throwing signatures become irrelevant. Amid family photos, messages from friends or news links, messages about products and services are blurred.
If too this is added now that social networks have become one of the emerging scenarios of war Video and more and more videos are shared, brands have even more complicated struggle to find their place in this environment and above all, to do it in a way that remains relevant to who is receiving those messages.
To this must be added another element. It is increasingly difficult position in certain social networks, at least if you are a brand. Facebook has done with its different algorithm changes; brands have more and more difficult to reach the consumer. Their messages are not considered as important as other content posted on the social network and the systems that had hitherto used to connect to the Internet user, as could be the practical click baiting, they are beginning to be penalized by the algorithm orders what goes into the news feed. Position is increasingly complex.
Brands should not also fight for position only, but must try to achieve a certain engagement. Not only care about connecting with consumers causing them to see the message, you also have to get some response from him. They see the messages but not respond to them does not work, the end to much. Brands have to get something else: they have to make users of social networks respond to content and ‘let hit’ by it.
Who you already are getting?
Some brands have become role models for their activity on social networks are companies that are already achieving high rates of engagement and have managed to really turn your social profiles at a point of influence on the activity of its consumers.
A study of Mavrck has established a ranking of the best brands are doing on Facebook and them have become the most influence consumers through this social network. To create the list, analysts have party engagement generated by micro -moments featuring brands and as the activity impacts what is known as micro-influencers (i.e. the way that what they do makes certain consumers respond and influence others). These micro-influencers are not as powerful as influencers or celebrities, but have a direct on others that is very valuable and that makes others make purchasing decisions impact.
The big winner of this list is Starbucks, which not only gets many comments and much engagement it is the brand that achieves a higher ratio as the response of these influencers touch (one 85.77%, well above other brands the list).
Followed Coca-Cola (57.79%), the MTV (56.65%), Samsung Mobile (44.6%), the NBA (35.39%), KFC (34.62%), WWE (32, 91%), Nike (31.55%), Target (30.75%) and United Airlines (29.46%).
These ten brands occupy the top ten. The list includes many more brands as it collects the 25 brands with more engagement of this kind in Facebook. Dove (15th), Red Bull (11th), McDonald’s (19th), Heineken (18th) or Disney (22º) are other brands from the list.
However, what they are doing these brands to achieve these good results? The study focuses on the response achieved organically to their posts. That is, what makes their success is the way in which consumers respond naturally to updates they do, but the fact is that to get that answer brands can bet on certain realities. The winning brands match at certain points that become common elements to establish what make the brands that are better running on Facebook.
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First, they are brands that are always connected. They are brands that are always attentive and always ready to respond. As noted in the conclusions of the study, Starbucks responds to all comments that make his fans on the page, whatever they say. Added to this it is that the company not only responds to comments but also is proactive in relation to them, always trying to generate conversations? It has created a user base that is used to respond to what the brand does.
Secondly, the brands have understood what succeeds and what consumers want. They are brands that are throwing the boom of video content. Not only do because the algorithm Facebook the benefits, but also because consumers respond very well to that content. Coca-Cola, to take another example, publishes about 19 videos in 30 days and makes them especially relevant.
Third, these brands have understood the importance of both the frequency and relevance of content. Not only they have a rhythm and active regular publication but are able to get into the general conversation, responding to trends circulating on the network. It is not only publish your own content or always talk about one: we must talk about things that are relevant at the time among users of the social network.
Fourth, these brands know play with the product. For them the product is essential and it is their reason for being on the platform and understands how they want to receive that information the consumer is decisive. Samsung, another example of this list, create avalanches of attractive content when you have a launch and achieved a great response from consumers.
Finally, the leading firms have understood the way in which the concept of works snack ability. Internet users want short content that can be consumed quickly before moving on to another, and these work very well in social networks. The winning brands know present and play with them. The NBA, for example, publishes videos and more videos ‘snackables’ on Facebook, which are fast and give the necessary information in a concrete and efficient way. A link sent to the web for those who want to see more.