Why Do Some Things Catch Fire On Social Media While Other Things Fizzle Out?

January 26, 2014  |  


These days, the success of a brand revolves a good deal around social media marketing. There are four key elements to turning a short-lived social media moment into a long lasting movement that catches fire: “research, thinking out of the box, visuals, measurement and evaluation,” said Natasha Benjamin, co-founder and director of public relations of Epitome of Soul, an entertainment nonprofit.

Engaging your target market via social media is essential to establishing your brand’s identity and building a platform for dialogue. Productive conversations happen when brands first take a step back and get a 360 degree perspective on whether to participate in a particular conversation, whether to market it to a particular audience, and when they should do so. When injecting your brand into these conversations, it’s important to first consider the service that your brand is providing.

According to ExactTarget’s “2014 State of Marketing” reports, a survey of around 2,300 marketers around the world found that 78 percent of marketers surveyed said they are currently engaged in social media marketing, 57 percent are using social media for advertising, and 60 percent are engaged in social media listening.

“Social media is a tool that should be used to navigate and engage with a particular community,” Benjamin said. Before attempting to move forward with a marketing move, its essential to first “know what your market is looking for, this will help you to move forward. There is more to social media marketing, there are tools, visuals, texting, evaluation, you can’t do it without measuring your metrics first,” Benjamin said.

A brand well-versed in social media engagement is CurlBox. The brand has successfully capitalized on the natural hair movement, positioning itself on Instagram and Twitter. “We set conversations… so people feel like they are a part of something that is not copied. It’s about hair stuff, but it is also something that is conversational,” said Myleik Teele founder of CurlBox. Teele told MN Business what continues to set CurlBox apart are the organic conversations that come from the heart.

“CurlBox started because I felt there was a need for a different buying experience for African-American women. I felt there were tons and tons of women who were going out and buying products to find out,” Teele said.

CurlBox has gone viral over the last couple of years. However, this was not in the original business plan. They simply wanted to deliver a service that was not readily available to an audience that was already having the conversation.

“Your goal shouldn’t be to go viral, it should be to gain attraction and bring brand awareness. If you can excel with this, then you can excel with potentially going viral. I don’t really agree with that word, if you have the other elements that will happen,” Benjamin said.

If you establish your brand by first doing your research, paying attention and adding value to conversations, then your brand is sure to be a factor in lasting dialogues rther than easily forgotten amid a bunch of hashtags, retweets and Instagram moments.

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