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Three Things You CAN Control in Social Media

When successful social media stories start making waves in the industry, CMOs may look to their teams and say, “Why can’t we be more like so-and-so?” But what if that’s the wrong question? Rather than be distracted by what is working for others, focus on what you can actually affect: how well you know your own brand, how well you know your audience, and how ready you are to engage.

In the video below, Daniel Becker, the global brand marketing manager for Babolat, recently shared how the international tennis brand developed a successful social communication strategy by knowing itself, knowing its audience, and knowing how to respond.


Know Thyself

When it comes to your brand’s personality, there’s what your brand aspires to be, what it actually is, and how people actually perceive it. If you try to portray your brand as a scrappy underdog in a social space where the world actually sees it as a lumbering Goliath, people aren’t going to buy it. If you don’t like how your brand is perceived, move the dial. (We’ll leave that can of worms for another day.) But in the meantime, don’t pretend to be what you aren’t.

Know What People Want

Why should anyone care about your posts? Are you focusing your efforts where the conversations are? You should be connecting people with insights that only your brand can provide. Information that your audience can get from a dozen sources isn’t going to drive people to your social sites. Finding out what your audience is talking about (and where it’s talking) can be hard work. But without that information, you may as well be talking to the wind.

Know How to Respond.

Providing relevant, rich content in a voice that matches your brand will take it a long way. But to complete the social equation, you have to be ready to engage with your audience in a timely way. If you’ve ever been to a party where somebody corners you and talks your ear off, you know how it feels when someone treats a conversation like a broadcast booth. Don’t be that brand. Instead, you could serve up more open-ended questions. Rewarding audience participation can be as simple as reposting a customer’s Tweet or sending an engaged consumer an online coupon.

When it comes to your social strategy, the grass may always seem greener on the other side of the fence. But in reality, the best thing your brand can be is itself.

Read more about how international tennis brand Babolat used the power of data and analytics to drive its social strategy.