I think that many of us would agree that social media is a big deal; Facebook, Twitter, Vine, Pinterest, YouTube – we all know the drill. It’s rare these days to come across a company not using some form of social media. But, how many brands are actually using social media successfully? Many times I have liked a brand on Facebook or followed them on Twitter only to be disappointed by their social media efforts; no engagement, very few posts, or posts that are too ad focused.
In order to achieve success, brands need to meaningfully engage with consumers. Brands won’t find success just by gathering lots of likes and followers through advertising and endorsements; they need to gain interaction though engagement on their social media pages. Comments, likes, shares, retweets, etc. are what can help create positive conversations, emotional branding and translate into sales.
One company that has found great social media success across many social platforms is Disney. And they didn’t just stop with their nearly 500 million fans across Twitter, Tumblr, Google+, Pinterest, and YouTube. The company also has their own special form of emerging social media called Oh My Disney (OMD) a blog, which features Disney imagery, GIF’s, videos, and articles that are built specifically to be easily consumed and shared by viewers. The site also has it’s own Twitter and Facebook pages which tease and drive traffic to the sharable information.
“The Disney and Disney Pixar brands and characters have a massive social footprint,” Mark Walker, senior VP of Disney Interactive Entertainment, told Mashable. “We’ve built this audience by creating great content that furthers the emotional connection to the brand. And it’s working.”
OMD boasts categories such as: Awww; Oh, Snap!; Retro; Silly; and Whoa that offer blog style high engagement articles with titles such as “Eligible Disney Bachelors” and “You Know Your Life is a Disney Soundtrack when…” Additionally OMD has video posts like “Dads Singing Beauty and the Beast” (appropriately posted on Father’s Day) which are entertaining and provide and emotional connection that viewers can relate to.
Obviously not every brand can create a social media channel the way that Disney has. Only brands with a committed social media team and dedication to content can manage such an undertaking, however I think that the brand has the right idea. They have found a way to create a channel and tie it to several social media platforms with high engagement, relevant content, and family friendly material.