Lessons learned: The do’s of social media management

Every day, more than 70 million photos are shared on Instagram, 500 million messages are tweeted and content is shared over 1 billion times through Facebook. With so much information being shared daily, how is it possible to get your brand heard above all the social media clutter? It may seem tricky, but there are several steps you can take to create content that is sure to rise to the top of everyone’s feeds.

Timing is everything

Oreo was a crowd favorite, tweeting this post during the super bowl power outage. (Twitter, @Oreo)

Oreo was a crowd favorite, tweeting this post during the Super Bowl power outage in 2013. (Twitter, @Oreo)

Arguably one of the most memorable moments in social media branding was during the 2013 Super Bowl. After the power went out in the Superdome, causing the big game to come to a halt, Oreo saw the opportunity to leverage the current event.

With a single tweet, they were able to become the talk of the town during an event known for its competitive ads. And the best part was, it was entirely free. One clever tweet reading, “You can still dunk in the dark” created more buzz than perhaps any of the million dollar commercial slots sold that year.

Capitalizing on current events is a great way to stay afloat in the sea of social media content. When something happens that relates to your company or brand, take advantage of it. Take note of annual events or holidays that can be used to promote your brand.

Timing is everything in social media and without good timing—whether its planned ahead or in-the-moment—if you don’t post at the right time, your content will get buried.

Stay true to your brand

Popular shoe brand, TOMS is on a mission to provide shoes to those in need. They have built their company on the platform of

As a result of their #withoutshoes campaign, TOMS donated 296,243 pairs of shoes. (@TOMS Instagram)

As a result of their #withoutshoes campaign, TOMS donated 296,243 pairs of shoes. (@TOMS Instagram)

donating a pair of shoes for every pair purchased. Their social media complements this goal.

Taking to Instagram, TOMS started a one-day without shoes campaign. During the campaign, TOMS encouraged their followers to post photos of bare feet. For each photo tagged with #withoutshoes, TOMS donated a pair of shoes to someone in need.

While TOMS is a shoe company, they chose not to encourage photos of their shoes, but instead to promote the philanthropic mission of their brand.  Find ways to use social media to promote more than just your products, but other aspects of your brand as well. Posting more than just photos of your products will help to create a more engaging relationship with your audience and build a better following.

Know your audience

Always, a feminine hygiene brand, wanted to find a way to really target their audience. Using YouTube and the well-known degrading expression of “like a girl,” Always created a campaign to empower women.

Usually, telling someone that he or she “throws like a girl” or “runs like a girl,” is an insult. However, Always decided to create a new, empowering message for this phrase through their #LikeAGirl campaign.

In a series of shareable YouTube videos, Always depicted young girls completing tasks “like a girl.” Their campaign was primarily meant to reach young girls who might be struggling with self-esteem issues and give them confidence in their identity. However, the video was also targeted towards moms, dads and brothers, showing them what the phrase “like a girl” should really mean.

Always's posts consistently compliment its #likeagirl campaign. (Twitter, @Always)

Always’s posts consistently compliment its #likeagirl campaign. (Twitter, @Always)

By specifically targeting their audience, Always was able to rise above the clutter of social media with their campaign. Their audience paid attention to their message. Additionally, the audience connected so well with the campaign, that many shared the video hoping it would inspire others.

Nobody pays attention to campaigns that don’t pertain to them. An effort to create a generic message that will apply to everyone will be noticed by no one. The more specific to your audience you can make your campaign, the more it will be noticed and shared.

By learning from these examples and following these tips, you will be able to create social media content that outshines the competition. After all, you don’t want to be one of those brands that posts the same-old content day after day.

Leave a Reply

Your email address will not be published. Required fields are marked *