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Great Brands Do What Others Simply Won't Or Cannot Do
October 10, 2017
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With so much effort that goes into 'doing social' day to day, what part of your social strategy includes nights and weekends?
eMarketer recently shared a study commissioned by Adobe Digital Insights examining multi-device behavior. And the study shouldn't surprise us. It echoes previous studies that uncovered the same:
We're toggling platforms by picking up our smartphones while watching TV, especially during TV commercial breaks, and (mostly) going to social media.
So knowing that - how does your current 'social strategy' align with those findings?
Are you being smart about your time spent with social when most people are using it?
Earlier this year, Chadd Callahan and I put together an eye opening graph on "What Happens In An Internet Minute."
While creating it, we learned what plays out every 60 seconds in the social space:
- 900,000 people login to Facebook
- 452,000 tweets are sent on Twitter
- 1.8 Million Snaps are sent on Snapchat
- Over 46,000 posts are uploaded on Instagram
- 4.1 Million videos viewed on YouTube
- 15,000 GIFs sent via Facebook Messenger
- (And nearly 1 million swipes on Tinder!)
This is happening (every 60 seconds) while people are doing something else, too!
We are viewing multiple screens during television shows, and switching social platforms at lightning speed.
This is opportunity to resonate and drive brand strength.
And brand strength, after all, drives financial value.
But we have to show up.
One way to start plotting where to be while folks are watching TV is to sign up for Nielsen's Social Content Daily/Weekly Top Ten list email.
Study the shows people talk about most.
Match those shows that make sense to your target.
Then be where the audience is.
Identify people on your team who are tuned into those specific shows.
Use your station's social accounts to weave in and out of the conversation (and fun snark).
Standing out and seizing opportunity means going these extra steps.
And the brands that win have this in common - they do what others simply won't or cannot do.
Reach out to me anytime on Facebook, Instagram, LinkedIn or Twitter.
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