In 2014, social media is not only intended for individuals to connect through different platforms. However, social media has evolved for brands to become apart of the online engagement. After analyzing several companies’ social media performance, I have found that Diet Coke has done a phenomenal job with managing their online social presence. It is critical for brands to create social media accounts on every platform. Why? Because these brands are trying reach out to all their consumers and keep up with what is #Trending or what is being said about them. Diet Coke is present on many popular social media platforms that include Facebook, Twitter, and Instagram. These are the three essential platforms that a brand wants to be recognized on because these three tend to be the most popular across a wide range of demographics. The key to keeping a successful online social presence is how will being online tap into the psychographic aspects of all consumers?
Diet Coke is currently completing the latter task. On multiple of their social media platforms, they are tapping into the buying behavior of their consumers. Recently, Taylor Swift was apart of their advertising campaigns. One can agree with this because the campaign is reflected/seen through all their social media platforms. It is important for your consumers to remember what statements the brand is trying to make and it seems that Diet Coke has been successful of this. Not only do people refer Taylor Swift as being apart of Diet Coke, but also they are encouraged to buy the product because of it. This is what we call successful marketing and quality social media practices.
As I previously mentioned, Diet Coke is present on multiple social media platforms and here are a few screen shots to of their online social presence. Notice how many people are liking, following or keeping up with their accounts! The images speak for themselves; Diet Coke is not just a beverage but is blowing up on social media. I personally follow them on all three social media platforms I have included. I really enjoy reading their tweets because they are clever and actually really do subliminally make me want a Diet Coke. This brand is successful at not just only sending out call to action messages, but encouraging their online audience to interaction and engages in conversation.
However, there is always room for improvement. I do feel that Diet Coke does a wonderful job at maintaining a fabulous social presence, but I don’t know if someone is monitoring the accounts with detail. If you look at the Twitter screen shot above, it is very hard to read their ‘about’ section on their profile. The brand’s colors are red and silver, as seen as the background image on Twitter, but the white wording makes it hard to read on the silver background. Their audience is missing out on what they are trying to say about the brand at first glance. If the audience can not read their about me section, will they continue to read their tweets? Design and formatting issues are simple things to take care of and need to be professional and readable, to say the least.
All together, Diet Coke is represented online and obviously is an admired brand in the world. They have over a million viewers on their social media accounts, and are reaching out to so many different countries. I enjoy reading and seeing the content that they send through all three platforms and so do many of their other consumers. Good job #DietCoke on keeping your #SocialMediaGame on point and interactive.
What does it take for content to go viral on the Internet? Dr. Karen Freberg, social media professor at the University of Louisville, gave five steps to make content go viral. Let’s just say it doesn’t happen over night…
All of these steps are interdependent. You have to plan, first and foremost. How will you decided what your target audience is? Figure out the audience you want to target with the content for that will generate activity and interaction amongst users on the web. Secondly, you have to illustrate a story… Typically a story would consist of originality, emotional triggers and will generally compel conversation… Easy to do? Not quite. A lot of planning goes into what content and creation will go into a material that will hopefully become viral. Third, one must post the material on the right social media platform that will ultimately give the content the right grounds to go viral. Whether you decide to post on Facebook, Twitter, Instagram, YouTube, etc. make sure you are hitting the right platform directed toward a centralized target audience. This will give you the ability to see positive results. Fourth step is momentum. Post your content on multiple platforms that seem consistent… Don’t be afraid to share information because your target audience could appear on more than one platform. Lastly, one will want to measure the analytics of the viral content. Dennis Yu, CEO of BlitzMetrics, guest lectured in our social media class at the University of Louisville last week, and taught our class a “short cut” to Facebook analytics. This step is very crucial to creating viral content; one should measure the material one posted and how many users it reached. Thus, this will give you an idea of how to better target your audience in the future.
What are you waiting for? Try to post something viral!