Success Guide on Social Media for Each Branch

By Claire Dubois

Most business owners are blindly guessing their social media strategy, and this cost them a lot of time and money, so the seven principles of the framework are applied to help you build an effective and lasting social media plan for your brand. No matter how you look at technology, this is the fastest way to succeed, increase your sales and gain the exposure your business deserves.

• Language: English
• Publisher: Jessica Dubois
• Release date: Nov 8, 2020
• ISBN: 9781393157519

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CONTENTS

Introduction: Everyone’s misunderstanding of social media

SECTION 1: Sharing model for social media marketing success  

Chapter 1: SHARE model: overview

Chapter 2: Story: Tell a great social media story

Chapter 3: How it works: Who is the king of your social media accounts?

Chapter 4: Audience: Social media-not relevant to you

Chapter 5: Reach: Increase the reach to expand the brand

Chapter 6: Excellence Award: Outstanding performance in social media marketing

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SECTION 2: Implement a shared model for your brand

Chapter 7: Facebook

Chapter 8: Instagram

Chapter 9: Twitter

Chapter 10: LinkedIn

Chapter 11: Complementary platform

INTRODUCTION

Everyone’s misunderstanding of social media

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Imagine that you have been invited to some different cocktail parties. You can choose which one you want to go to, but to keep faces, you must show at least one. If you want to impress people, you have to do more than just show yourself. You must stand out.

In brainstorming ways to do so, you come up with a few ideas:

You can physically affect the room. You can wear a bright red dress or those big British hats. You can speak your language and the message clearly so that people can understand you. You can speak at a normal volume without having creepy close conversations. You can be real, and if it can deepen your connection, it may occasionally be out of date. You can do some unexpected things. You can ask questions.

You can avoid prolonged monologues and excessive bragging, and you can spend a lot of time listening. Most importantly, if only a dozen people show up, you can avoid focusing on wondering where the others are and trying to persuade random passers-by to come in and eat all the cheese.

Cocktail parties are like social media platforms.

At the cocktail party, the point is not to catch up with your old boss’s colleague’s ex-husband. The ex-husband just wants to relax after a long day and then annoyedly try to complete a deal with the latest widgets. The key is to meet and interact with people in a low-pressure environment, and possibly exchange contact information for future follow-up.

Similarly, a successful social media strategy is not about persuading Mark Cuban to retweet you, going viral or pushing the product down the throat. Instead, the goal of any brand's social media should be to stimulate the interest of existing and potential followers so that they can participate further by raising what I call the engagement ladder.

Social media is a cocktail party of many people, and the success of your brand depends on being the person everyone wants to talk to.

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I WENT VIRAL AND ALL I GOT WAS THIS LOUSY ONESIE

When I broadcast the birth of my daughter on Twitter, the virus spread. Since I gave birth three weeks early, many of my friends and family members have been particularly shocked. I heard that @Lucia walked into the world from the host of Good Morning America.

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A large number of major news sources in more than a dozen countries reported this story. At one point in the day, my daughter and I became the main story on the Yahoo homepage. Our photos appeared in all morning shows. Conan O’Brien joked in his opening remarks.

To understand why this event went viral, you need to know exactly what happened.

I was working at my home in Argentina in the middle of the night, but I didn't know it was a part-time job. According to my habit, I turn to Google for help, and then turn to Twitter to record my Google searches1.

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@Lucie

Currently Googling: Did my water just break? #labor

My first tweet was a pattern-breaker on Friday night on social media, and it was authentic. It is very difficult to imitate the birth of a child by fake Twitter. People have also noticed this because most people do not post such issues.

At first, some friends and followers who happened to be awake in their time zone noticed me and started following my tweets. Some people started to forward. A reporter on Twitter saw it and sent it to some of his friends. Then the first news article appeared. Then second. Within a few hours, as people began to wake up in the US time zone and major celebrities began to tweet, the momentum began to really increase. Despite some pain-related breaks, I was very happy, and then I stuffed my iPhone into the operating room (not allowed in Argentine hospitals) to continue tweeting.

This is a developing story, and people want to know what will happen. It pulls everyone's heartstrings. Dad for the first time! A car broke down on the way to the hospital! The taxi driver was not impressed! A new mother, good nails! As more and more news media around the world report on it, more and more celebrities and more and more followers are talking about this strange development story. Then it was broadcast in the morning program, broadcast on TV, and then broadcast in the late night program, making the story reverberate for several days.

It took a few months for latecomers to speed up and stop posting Twitter to congratulate my child who was 6 months old. Years later, I still see reposts from time to time.

It's so fun. I spent a great time at the party with a bunch of casual people on the Internet.

What happened after the live-tweeting of my daughter’s birth went viral?

Nothing.

The day after my virus spread, it may be the Christian girl who decided not to wear leggings for religious reasons, or the internet frenzy of the man who filled his lawn mower with cardboard boxes and plowed snow in his yard.

And that is precisely what happens most of the time when things go viral.

Unless there is a careful plan for maximizing the attention from a focused burst of intense social media and a purpose for doing so, going viral won’t do anything.

I have no motivation to give birth to the virus. I don't have a company that sells handmade wooden baby toys, nor do I write parenting books about babies in the digital age. I also didn't agree to show up in the morning performance that asked me to do this a few hours after I became the new mother of Yi Xian Xin to attract people's attention to the greatest extent. I have no mechanism to attract short-term attention and turn it into long-term followers. In short, there is no suitable participation ladder to attract any attention and direct anyone from A to Z.

All of this was more than okay with me. Live-tweeting the birth of my first child was something spontaneous I did for fun, regardless of the highly unexpected outcome. Plus, my mother got a kick out it.

Unfortunately, many brands are not aware of the reality of virality, so they spend a lot of time and energy to do this. Similarly, some people spend a lot of time and energy trying to train uncooperative pets.

Snakes are notoriously untrainable. Does that mean that people don’t try?

of course not. There is a crazy woman next door, she has trained him for many years! When you reluctantly put on your bathrobe and bump into her on Sunday, she always said: Watch how Fluffy helps you get the newspaper.

Although Fluffy occasionally goes in the right direction of The New York Times, it only happens once every 20 Sundays. And when it does happen, it is impossible to predict what will happen next week. Although your neighbors have faith, Fluffy's ability has not improved objectively.

And this is precisely the viral spread of the brand. Even if it involves a lot of marketing expenses, it is difficult to predict. Have you heard of Olive Garden's Spaghetti Method? 2 or eBay's Windorphins? Does Microsoft Vista show us your wow? Chiotos Orange Underground Railway? What about Gusher's eyeballs that made mommy bloggers vomit? 3

No, no, no, no, and no. And that’s probably a good thing.

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WHY GOING VIRAL IS NOT A STRATEGY

One of the biggest problems with the company's hope that Mark Cuban will become a virus is not that they fantasize about going viral, but that they see it as a practical strategy. They are not alone. Over the years, multi-billion dollar organizations, small businesses, and personal celebrities have come to me to improve their social media strategies. Many times, their current plan is to try to get Mark Cuban to post a dressed-up version of the tweet about them.

Brands know that social media is important, but they don’t know how to use social media effectively. they Ultimately, marketing is based on a misconception that virality is both a strategy and a solution. For example, if you are an excellent figure skater, you have to set a gold medal winner in the Olympics Goal: It is difficult to do, but it is possible. If you are an outstanding talent, have enough talent, work hard, and hire the right coach, you can easily take it to the Olympic Village, where you can get a fluffy jacket for free.

Unfortunately, going viral is nothing like this.

Instead, setting goals becomes a virus, just like setting goals to win the annual holiday bingo game in grandmother’s nursing home. You can win bigger wins by being good at bingo games and buying a lot of cards and choosing big games of the year instead of small games every month, but in the end it won't work for you.

Because you just never know. Maybe this year there will be an unusually high number of players, or the switch to brand-name hearing aid batteries means more people will hear the caller of the bingo game, or the lucky number draw is not by your side. Unfortunately, even if you win, you don’t know if your grandma’s retirement home will include a Mexican cruise