A social media strategy (and the platforms used) must reflect a company’s priorities and objectives. For some consumer firms, it is about protecting a corporate brand and subsuming all products under that brand – as is often the case with financial services companies and large banks – while for others it is about promoting and focusing on leading brands within their portfolio.
Most of a leading fashion company’s social media activities today are about branding, given that it is the company’s priority. It uses extensive blogger events for new product launches, inviting up to 500 fashion bloggers and influencers on Instagram, Twitter, Google+ and other media sites to participate. Pinterest has also become a prime site because of its popularity among women. Not unexpectedly, the themes are usually around how to dress stylishly.
On the other hand, since the music industry is all about their talents’ branding, a leading music company uses Facebook, YouTube, Twitter and any other social media channels to connect with its fan base. Some artists come to the company with strong social media skills; these artists manage their own social media activities. Others request help from the music company’s social media professionals.
The same applies to all the TV broadcasters we interviewed. An executive at a major cable network said the more they get their talent tweeting and engaging in other social media activities, the greater the response they get from viewers and advertisers. However, the network competes with its talents’ own websites and businesses, and they have to let them do their own thing. It is a real management challenge.