Mastering the Art of Podcast Trailers: A Beginner's Guide
Podcast trailers are the ultimate teaser for your show, creating anticipation among your audience. Think of it as your first impression with your potential listeners; one that should hook your audience and engage them enough to explore more of your episodes.
Let’s break down the essentials of crafting a compelling podcast trailer that leaves listeners eager to hit that subscribe button.
Keep It Concise
Your podcast trailer should clock in shorter than a full episode, aiming for around 60 seconds or less.
The goal? To provide a sneak peek into what your podcast is all about and leave your audience craving more.Here’s an example of a podcast trailer from REACH that hooks listeners, lists topics explored in the show, and includes clips from episodes, all in one minute.
Let's Talk Content
Your trailer should cover these essential elements:
Your podcast's name
A brief introduction of yourself
What is your title? What gives you the credibility to host this show?
A snapshot of what your show is about
What topics do you cover? What guests do you often have on the show?
Your target audience
Who do you imagine as your perfect listener? Appeal to them in the trailer.
Where and when your show can be found
Which platforms can listeners find your podcast? When are new episodes released?
A clear call to action.
Remind listeners to subscribe to your podcast on their favorite platforms to ensure they don't miss out on episodes when they drop.
It might take a bit of practice to hit each of these points in a minute-long trailer, but here’s a great example from Good Inside to take inspiration from:
Inject Personality!
Your podcast trailer sets the tone for your entire show, so let your creativity shine.
Whether your podcast is light-hearted and upbeat or serious and informative, infuse your trailer with clips from future episodes, music, sound effects, and anything else that reflects the vibe of your podcast.Here’s a great example of a podcast trailer from The Journal that immediately hooks listeners by revealing the purpose and tone of the show, including clips from their future episodes.
Crafting the perfect podcast trailer is a blend of art and strategy. Keep it short, sweet, and engaging, ensuring it leaves a lasting impression on your audience.
Need help mastering your podcast trailer? Reach out to us at That Random Agency today, and let's make your podcast debut one to remember!
Beyond its implications for individual users, the potential ban raises significant questions about the future landscape of social media marketing.
What Would the Bill Do?
On Wednesday, March 13, the House of Representatives passed a bill that would force the parent company of TikTok, ByteDance, to sell off the platform to an entity in a non-hostile nation.
The sale would have to happen within 180 days to avoid the app being banned from U.S. app stores and web hosting services.
The bill still needs to be passed in the Senate, but President Biden has said he would sign the bill into law if it passes through Congress.
While the anticipation builds, we’re diving into what a TikTok ban could look like for the future of social media marketing.
How a TikTok Ban Could Disrupt Marketing Strategies
TikTok has emerged as a goldmine for brands seeking to engage with younger demographics through innovative and authentic content.
Its algorithm-driven approach and emphasis on user-generated content have allowed businesses to connect with audiences in unprecedented ways.
A ban on TikTok would disrupt these established marketing strategies, forcing brands to pivot to alternative platforms.
This shift could prompt a renewed focus on platforms that offer similar engagement opportunities, such as Instagram Reels or YouTube Shorts.
Either way, TikTok users are already expressing their emotions about a potential ban.
How a TikTok Ban Could Foster Innovation and Competition
A ban on TikTok could also present an opportunity for innovation and competition within the social media landscape.
As platforms vie to capture TikTok's audience, they may introduce new features and tools to attract both users and advertisers.
This competition could foster creativity and diversity in marketing approaches.
Additionally, emerging platforms may seize the opportunity to fill the void left by TikTok, offering unique value propositions and niche audiences for marketers to explore.
As marketers navigate the prospect of a TikTok ban, it's essential to remain adaptable and forward-thinking, embracing emerging trends while staying true to brand strategy and authenticity.
Prepare by performing audience analysis to evaluate your channel strategy. Do you know if your audience is actually on TikTok?
While TikTok might be the app of the moment, it might not be the most effective platform for your target audience.
React if this legislation passes. What other platforms (and their features) could work for your strategy?
Again, while TikTok might be one of the fastest-growing channels, other platforms like Instagram and YouTube could still have benefits for your brand.
Instagram Reels allow for collaborative posts, which could be great for your content to curate a more community-centered, user-generated tone.
With YouTube’ssearch functionality, Shorts could help you reach your target audience who will find value in your content.
Ultimately, the evolution of social media marketing hinges on our ability to adapt to shifting landscapes and leverage new opportunities for connection and creativity.
Looking for innovative ways to carry your brand forward on social media? Let’s work together! At Random, our curiosity and adaptability are the foundation of everything we do. Reach out to us below to get in touch with our digital marketing experts.
The Swift Lift: How Taylor Swift Boosts Brands’ Social Media
Taylor Swift, the reigning queen of pop, has taken the world by storm in the last year with her record-breaking world tour, her movie lighting up theaters, and her constant attention from the media.
She's not just famous; she's at that untouchable level of fame that very few celebrities will ever reach.
But what does that mean for your brand? Well, if you're not already in on the action, it's time to hop on the Taylor Swift train.
Leveraging the pop culture phenomenon that is Taylor Swift can turn your social media campaigns into hits that resonate with the young, passionate audience your brand craves.
(Disclaimer: We aren’t liable for any eye-rolling that occurs from the excessive Taylor Swift puns that lie ahead.)
Sparks Flew with These Brand Posts
Let's dive into some real-world examples of how brands have expertly harnessed the Taylor Swift phenomenon to amplify their digital presence.
These posts demonstrate the art of blending Swift's fame with brand identity, resulting in social media content that not only entertained audiences but also contributed to business success.
It’s a “Seemingly Ranch” Story
Perhaps the biggest and most hilarious example is the "Seemingly Ranch" phenomenon.
Back in October, while Taylor Swift was attending a Kansas City Chiefs football game, a popular fan account on X posted that Taylor was “eating a piece of chicken with ketchup and seemingly ranch!”
🚨| Taylor Swift was eating a piece of chicken with ketchup and seemingly ranch! pic.twitter.com/rpAOP2HFtT
Multiple brands jumped on this, with Hidden Valley Ranch changing their username to “Seemingly Ranch,” and Heinz creating limited edition bottles of Ketchup and Seemingly Ranch.
This post currently has over 5 million views, with their usual post views being less than 50k.
Gold Rush: The NFL Cashes In
The whole world, it seems, has been watching Taylor Swift’s attendance at the Chiefs games.
The NFL social media accounts have cashed in on this opportunity, of course. One Taylor Swift GIF they shared on X garnered more than 11 million views.
Her appearances have also led to a reported increase in NFL ratings and viewership. The game she attended on Sunday, October 1 of last year drew in 27 million viewers, the most-watched Sunday show since the 2023 Super Bowl.
Now that the Chiefs will be in the Super Bowl this year, we’re sure millions of eyes will be watching to see if Swift attends to support her boyfriend Travis Kelce.
We’re curious to see what marketing opportunities brands will jump on to take advantage of Swift’s appearance at the most-watched sporting event of the year.
Never Go Out of Style
One brand that quickly jumped on the Swift marketing train was KidSuper Studios, who designed an outfit that Travis Kelce was wearing in one viral video of him and Swift leaving a Chiefs game last year.
The matching jacket and jeans set were originally named “The Bedroom Painting,” but the brand renamed it to “1989 Bedroom Painting” after this video went viral. The set has since sold out.
We’re in Our Engagement Boost Era
Random has even joined in the Taylor fun, with our rendition on one viral meme back in September.
This was a top post on our channels that month, and it even received 18% more engagement on our Facebook compared to previous months.
Question…? How Can You Apply This to Your Content?
In the world of Taylor Swift-themed marketing, speed is your ally.
Taylor's cultural moments can come and go in the blink of an eye, so you should have a process in place for expedited approval of reactive posts.
While we're not suggesting hiring a whole team dedicated to your Taylor-themed endeavors, we wouldn't mind having one ourselves.
Dear Reader: Authenticity is Key
Before you sprinkle your content with Taylor Swift references, remember this: authenticity is key.
Ensure that her presence in your brand's social posts is genuine and resonates with your audience. If you're not well-versed in Taylor Swift's lore, it's best to tread carefully.
Using the power of Taylor Swift comes with great responsibility – make sure you're handling it delicately.
Long Story Short: Be Swift and Genuine
When it comes to leveraging the power of Taylor Swift in your brand's social media content, the key is to be swift, genuine, and mindful of your audience.
Just like Taylor herself, who has mastered the art of reinvention and staying relevant, your brand can find its place in the digital spotlight by embracing the Taylor Swift phenomenon.
We’ve got a blank space, baby, and we’ll write your name. Our social media experts at Random are ready to turn your next social campaign into a wonderland of success. We’d be enchanted to work with you. Reach out below!
We Created a Children's Book Using Only AI - Here's How We Did It
In this era of scarily fast technological advancements, our world is facing two truths:
1. This generation of kids is exposed to the internet and social media and its potential dangers more than any other generation before.
2. Generative artificial intelligence is becoming more prevalent in the digital world than ever imagined.
Pondering these two points, our team at That Random Agency had a lightbulb moment. We've always been at the forefront of leveraging innovative tools to create meaningful content; why not throw our hat into this new ring of AI?
We wanted to create something that could teach kids about internet safety, all while only using AI. The question was: Could AI write and illustrate a children's book good enough to publish?
Thus, Internet Safety Sammy was born.
How We Used AI to Write It
The use of ChatGPT has been a rising trend in the digital marketing world, so we choose this as our tool to dive headfirst into and test its limits.
To first determine how well ChatGPT could capture the essence of a children's story, we simply asked it: Act as a children's book writer.
It churned out a magical tale for kids, but from there we wanted it to weave a narrative that taught lessons on online safety and privacy in a sneakily fun way.
Next, to establish its knowledge on tips for internet safety for kids, we requested: In the words of a preschool teacher, tell me the top 10 warnings of social media that a child would need to know as they grow up with access to the internet.
This resulted in the following answer:
Next, we asked ChatGPT to craft a children's story using these 10 lessons. It gave us a story that was overtly about internet safety, and we wanted a more subtle approach that would still be palatable for kids.
We requested the story to be re-written in the setting of outer space, and we fine-tuned from there. We asked for more detail, a reading level for ages 6 to 10, and more inclusion for diverse families.
After a few manual tweaks from us humans, we had a complete story.
It had 10 chapters with a beginning, middle, and end.
It played deeply into an outer space metaphor to help kids learn about the rules of online safety.
It was easy enough for a young reader to comprehend.
Mission accomplished. Now we just needed the illustrations.
How We Used AI to Illustrate It
AI was not only our writer, but our illustrator as well. Here, we tested out Canva's new Text-to-Image tool.
We used the text-to-image tool to describe the graphics we needed. Planets and galaxies would be easy, we thought. But describing the characters and their purposes and contexts in the story? That would be a bit more difficult.
We prompted the tool to create an image around each subject in the story, utilizing the color pencil art style.
One example of a prompt we used was, Design a portrait of a futuristic child talking to a mother about what they are seeing on a device.
It took a few rounds of regenerating the images to get the right fit, but we landed on images to include in each of the chapters.
The images were surprisingly relevant, whimsical, and looked more like an illustrator hand drew them rather than a computer.
From Idea to Print
Now that we had finally completed this ambitious project, we couldn't just let it live digitally forever.
We knew we wanted physical copies, so we self-published!
The book is now available for purchase on Amazon here.
Why We're Making a Galactic Big Deal About It
This book wasn't just a fun experiment in content creation; it also marks a paradigm shift in digital marketing, where AI becomes more than just a tool. AI is a helpful storyteller and co-creator.
Here's why we care so much about this project:
Innovation in content creation - Some marketers might be scared of AI's abilities, but agencies can harness the power of AI to create content that is impactful and serves a purpose.
Connecting technology and education - We created a book that will help parents teach their kids about safety in the digital world. Any time we can use technology to empower and educate is a win.
Random is all about zooming into new frontiers, and this AI-crafted children's book is just our latest rocket ship into the future of digital marketing.
We're your co-pilots in all things social media, SEO, podcasting and beyond! Contact us today to learn more about how we can work together.
You know what they say: the flame that burns twice as bright only burns half as long. And boy, did Threads burn bright...for a short time.
What happened to Threads?
Threads made a big splash with more than 100 million users signing up in the first five days, but since then, the app has seen an almost 80% drop in its daily users.
How did this new app draw in so many users in record time? For one, Threads made it painless to set up your account, allowing you to transfer your Instagram username, profile pic, bio, follower list, and following list to Threads with a single click. The sheer excitement of a new platform also surely drew in users that were eager to be early adopters.
But, as noted, the app has seen a steep decline in daily users since its launch. According to AdWeek, the amount of time spent on the app also dropped from 21 minutes in July to just three minutes per day as of August 7.
Why did the Threads hype die so quickly?
Threads launched with an apparent objective to battle against Twitter amid the Twitter chaos.
In October 2022, Elon Musk officially bought Twitter. In the months that followed, Musk made sweeping changes to the platform, laid off hordes of employees, and eventually scrapped the Twitter logo and name for X.
Threads offered an alternative text-posting platform that focused more on light-hearted conversation and meme-ing as a refuge from the hostile atmosphere that Twitter had become.
It worked for a few weeks; users bought into the hype, excited for a brand new app from Meta to try out. But without the more sophisticated features that Twitter boasts, the functionality of Threads fell short.
You can post, make threads, repost, quote-post, reply, and like, but the search function is still rudimentary.
You can search for other users, but there's no section for trending moments and breaking news“one of Twitter's most appealing features, in our opinion.
The capability for mentions was recently added, but hashtags still aren't implemented on the platform. This reduces the amount of organic discovery users can do on the app, and the amount of reach brands can get on their posts.
A few updates have been made to the platform since launch, including adding a desktop version, allowing posts to be sent in Instagram direct messages, and the ability to add alt text to images.
Another noteworthy event is the unexpected re-branding of Twitter to X soon after Threads launched. It's very possible that the shock of the Twitter bird logo being erased forever contributed to the decrease in Threads' popularity.
Was this abrupt change to X a deliberate move on Elon Musk's part to undermine the launch of Threads? We wouldn't totally put it past him.
How is this affecting brands and marketers?
From the Random team's perspective, brands were eager to be early adopters and add Threads to their social media strategy. However, the hype quickly wore off, and clients were less interested in putting time into the app if they didn't initially see value or high engagements.
Quite a few brands are still finding value in Threads, however. They mainly use the app to express brand personality and ignite conversations rather than push followers to take action or convert.
For example, Ulta Beauty has been posting at least weekly on Threads since it first launched, with almost 350,000 followers and averaging hundreds of likes on each post. They've got a lot of fun content, asking questions to their followers, quote posting other well-known brands, and jumping in on memes and pop culture trends.
Posts promoting or even mentioning their own products are rarely seen. Instead, they work to add personality to their brand image and invite conversation in the replies.
This could be a valuable strategy for brands looking to boost their brand awareness and reach younger audiences. But if you're a brand prioritizing conversions, Threads no longer seems like the platform to try it (if it ever was in the first place).
What's coming next?
Brands and individual users are both experiencing burnout with so many new apps to keep track of. It's human nature to be drawn to the latest, shiniest thing on the market. But the fascination can wear off quickly if our attention isn't held.
The launch and nosedive of Threads is an excellent example of what happens when a company banks on the initial hype but doesn't invest enough forethought and resources into keeping the momentum going.
And along with the abrupt re-branding of Twitter to X, the Threads app didn't stand a chance in retrospect.
Will Threads keep evolving to try to reel users back in? Or has its peak already passed? Only time will tell.
Here at Random, we're experts on strategizing and creating the most effective social media campaigns for your brand. We can't wait to work together! Reach out to us below.
As the world of corporate keynote speakers grows more expansive, it's harder for speakers to distinguish themselves using only their exceptional speeches. To truly stand out from the crowd, they'll need to build a personal brand.
We're walking through the steps keynote speakers can take to build a brand that will tell their story, boost digital awareness, and drive bookings.
So you've built a great speech now what?
You've perfected your speech. Now what? Whether you're a motivational speaker, educational speaker, or corporate speaker, having a personal brand is essential.
Because, unless you're an A-List celebrity speaker, you're going to need a little work to boost your name recognition.
Personal branding not only improves name recognition; it can differentiate you from competition, enhance your credibility, and position you as a trustworthy leader in the industry.
The elements of your personal branding can live on both earned and owned channels.
Earned channels: This includes your profile pages on speaker directories and speaker bureau websites, any media features, and other online mentions.
Owned channels: This includes your own social media profiles, website, and any other digital channels you might have created. We'll get to these later, but first
Where should you start? Let's start with the basics:
Logo/Color Palette: Create a logo and color palette that encapsulates your message and gives the impression you want potential clients to receive. Do you want your look to be refined and corporate? Or is your speaking message more upbeat and energizing?
Let's take a look at an example from one of our own clients. Sara Frasca is an innovation keynote speaker who also owns a global business consulting firm, Point Northeast.
Our team at Random created a logo for her that intertwined her two brands, incorporating branded elements from her firm into her personal speaking logo. The circle and arrow icon encapsulates Sara's message of taking businesses Up and To the Right.â„¢
Your Audience & Messaging: If you're not sure where to start with your personal logo and branding elements, take a step back.
Who is your audience? Is it Fortune 500 business leaders? Educators? Young professionals?
What is the message you want your audience to remember? What actions do you want them to take?
Answering these questions will help you get to the heart of your story and your purpose. What will resonate with your audience while staying true to your message? From here, start building your personal logo and brand elements with these questions in mind!
Invest in a high-quality website.
Whether you're skilled in website building yourself or you decide to hire a designer, investing in a high-quality website is crucial to your personal brand as a keynote speaker.
Your website will be the hub of all your leads and connections. This will be the spot potential clients come to learn your story, so it's one of the most important places to hook them.
Your challenge? Don't let a single website visitor leave without filling out an inquiry form or leaving some kind of contact information.
Don't be shy with photos and sizzle reels. Boost your face recognition by utilizing high-quality photos across the site. Same goes with speaking clips and sizzle reels; don't be shy with adding those on every page. Your speech is the money-maker, after all. Show off your talent!
Plus, including video on your website improves your SEO and boosts conversions. SEO experts at Moz found that including video on websites can lead to three times more backlinks (links on third-party websites that point back to your site) than average. This increases organic traffic to your website.
Add an easy-to-find booking form. This should be a button that stands out on your menu list or, if you're feeling bold, lives front and center on the home page next to a photo or sizzle reel.
On the booking page itself, include a native form that keeps potential clients on your website, but still sends their information to a central location. For example, the form we created for Sara's website sends submissions straight to Sara's agent at The Kirkpatrick Agency. Be sure to ask for the company name, date of the event, and budget!
Use lead magnets. A lead magnet is an exclusive resource or deal offered to your website visitors in exchange for their contact information. These are helpful for drawing in potential clients and industry connections with a free item before they commit to booking you. 50% of marketers experience higher conversion rates when they use lead magnets.
Examples of lead magnets include webinars, downloadable guides and worksheets, and short ebooks. To gain access to the free resource, the person must provide their name and email address. These contacts can be saved for future use to reach out to for bookings or find potential clients through references.
Looking for more tips? Check out our blog post on the best practices for designing an effective website here.
Build your brand on social media.
Now that you've built a great website, it's time to launch (or upgrade) your social media. Utilizing social media in this digital age will boost your brand awareness, help you reach new audiences, and build relationships with potential clients.
Create a strategy. Your social media strategy will help you define and track your goals for your social media presence. One of the biggest goals for keynote speakers is engagement and conversions to your website. Choosing which platforms to post on can be the make or break of how many engagements and conversions you receive.
LinkedIn is one of the most relevant platforms for keynote speakers to take advantage of. This platform allows you to connect more directly with your primary audience of booking agents, speakers bureaus, and potential clients. Check out our blog post for tips on creating effective LinkedIn content.
Prioritize video content. Social media users will obtain 95% of a message watched on video, compared to only 10% read in text. Video content has become one of the most effective content types for boosting engagement and acquiring new leads. Video-forward platforms like TikTok and YouTube can be great for showing off your speaking clips in short-form video format.
If your business doesn’t have established core values, make that a priority right now. I can be your business coach! Learn more at pointnortheast.com #BusinessOwner#Tips#Innovation
Regardless of the type of speeches you've built, kickstarting your personal brand as a keynote speaker is essential for boosting your credibility, widening your influence, and driving more bookings.
Our team members at Random are experts at creating digital content for professional keynote speakers. Chat with us below to learn more about our past client work and how we can build your brand together!
The Rise of Threads: A Social Media Agency's First Impressions
Threads lives! This text-based app by Instagram has been in the works for a while but finally launched on Wednesday, July 5. All across the world, Instagram users opened their apps to be greeted with a message to create their Threads profile. Since its launch, users, brands, and digital agencies have been rushing to be early adopters and make a first mark on this new platform.
Threads is an obvious rival to Twitter, with features to write a Thread, Repost, and Quote Repost. Users sign up through their Instagram account, with options to keep their username, profile pic, bio, followers, and following list (once those users join Threads).
The novelty and newness of Threads quickly drew in 30 million users within the first 24 hours, but will the hype last? Let's take a look at what our Random team members have to say about the app:
Instagram makes a great first impression with Threads with how easy it is to set up. When you download the app, it connects to your Instagram account, so you can upload your profile, followers, and following list to Threads! So many users and brands have already joined. The excitement of having a new social media platform to explore could bring to life a lot of fun social content and strategy changes. Once the newness dies down, though, it'll be interesting to see if Threads is actually built to last.
Allison, Senior Social Media Specialist
The UI and seamless integration of your Instagram account really factor into their early impact. At the current trajectory, I can see Threads eventually beating out Twitter for media engagements as well as being a real competitor for a social media news source.
Brandon, Social Media Analyst
Threads lives! I love the simple user interface and the fact that I was following/had followers immediately. In terms of brands using Threads, I think the big thing to watch will be if it becomes a dumping ground for content posted elsewhere or if strategies get deployed based on demographics, platform behavior, etc., that helps the network create a niche. At the very least, it's another place to complain about stuff, and I love to complain.
Ryan, Marketing Director
At first, I chalked it up to just another social platform, but the more I use Threads, the more I'm beginning to like it! The beginning stage is giving early Twitter (which I am here for), and I'm interested to see how it progresses. I definitely appreciated how easy it was to set up, and I love the clean look!
Emily, Senior Social Media Specialist
This might be a new feature from Instagram that sticks! It feels like Instagram has become a passive experience compared to how it used to be (endless scrolling, not as much fun), so seeing the conversations Threads has sparked on the platform so far is exciting. Fingers crossed, it doesn't flame out!
Lauren, CEO and Co-Founder
I've been a regular Twitter user for the past few years. I've been totally on board for a platform like Threads ever since Twitter started to fall off. That being said, I feel like Threads has a little ways to go to actually hook me in, namely, a proper explore tab. This is a feature I used quite often on Twitter, so I'm eager to see if Threads implement similar and better features.
Sam, Social Media Specialist
Have you made your Threads profile and explored it yet?
We're all new to Threads, but our team members are social media experts who can help you create or adjust your digital strategy to boost your business. Let's have fun together! Shoot us a message below.
Once upon a time, genuine conversations between brands and customers on social media reigned supreme. But these days, it seems like more and more brands are starting to flat-out ignore questions in their comments or refer commenters to an out-sourced customer service team.
Is community management on social media dead? Read on as we explore whether brands are failing at connecting to audiences, why community management is still important, and our best tips for boosting your community management game.
What is community management on social media?
Social media community management is a brand's process of engaging with audiences across social media platforms. The purpose is to boost relationships with customers and ultimately increase brand loyalty.
In its most basic form, community management includes responding to comments on social media posts, replying to direct messages, or conducting social listening to understand how audiences speak about a brand outside of its own channels.
Over the years, most social platforms have built features that help with community management, like automated responses and chatbots.
This is great for convenience and frequently asked questions, but when it comes to answering more complicated questions, building deeper relationships, and showing personality, automated features just don't do the trick.
We'll get more into that later, but first why is community management so important?
Why is community management important?
Building an effective social media presence is about more than creating entertaining and engaging content. Brands need to focus on customer relationships once the content has been posted.
Developing authentic relationships on social media not only boosts brand perception, it actually results in higher returns on investment.
A 2023 survey from social media management tool Sprout Social found that consumers are 77% more likely to increase their spending with brands they feel connected to.
Not to mention the social media landscape is rapidly changing every day. Algorithm updates and content trends may change, but providing great customer service in comments and showing brand personality is a stable way to deepen relationships and make a mark.
Seen below: a great example of McDonald's showing personality on social media, inherently inviting genuine conversation with a customer.
Consumers might not remember the highly-produced Reels a brand posts, but they'll remember how a brand makes them feel.
Is community management a dying art?
Despite how important community management is, a brief scroll through many brands' social media profiles reveals some disappointing images. Both negative and more neutral questions are left hanging without responses (not to put this particular brand on blast).
Even when this brand did respond to negative comments in their last few posts, the commenter would be asked to send an email to the customer service team or fill out a form online, very possibly to never be answered.
Some situations may warrant taking the conversation off social media, but a brand's first instinct should be to keep the conversation on the platform. It's a good idea to take more sensitive information or negative situations into direct messages though, rather than continuing it in the comments. This keeps the convo confidential but still more authentic than emailing a customer service rep who may never answer.
At the end of the day, responding to comments doesn't have to be complicated, and it's important to respond to the positive ones as well!
Seen below: a great example from Taco Bell with a short, simple, and relevant response given the context of the original tweet.
While some brands, like Taco Bell, are excelling at community management, more brands could benefit from investing deeper in their customer relationships online.
Let's not let community management become a dying art. It's alive and well and necessary for brands' successful social media strategies.
Random's Expert Tips for Community Management
Prepare to deal with difficult questions. Diving into community management means having to deal with all the comments - the positive, the negative, and the in-between. Don't be afraid to respond to negative comments and clear up concerns, but do have a plan.
Be proactive with a plan. We know how busy everyone is. If you're a brand hiring an agency for community management (or you're an agency working with a brand), it's helpful to work out a plan in the beginning. Collect answers to common or anticipated questions users might ask on social media so you don't have to track down answers every time. Identify a person on the legal or product development teams in the brand that you can contact to get quick answers to technical questions.
Use your listening skills. Step outside your own profile to explore where people are mentioning your brand on other posts and platforms, and then start a conversation there! Jumping into relevant posts (even if your brand isn't tagged) is a great way to naturally insert your brand into online conversations and build loyalty. Brands can conduct social listening by using online management tools! Some of our favorites are Brand24 and Mention.
The world of community management can be tricky, but it's crucial to building a stronger brand presence and increasing ROI. Good luck out there! You got this.
Our team members here at Random are experts at community management. Let's work together! Send us a message below to learn more and get started.
