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.

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Is Community Management Dead?

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.

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Meet Angela, Our New Social Media Intern

Say hi to Angela, one of Random Agency's newest Social Media Interns! We can't wait to get to know her and what better way to do that than a Q & A?

First, the obvious question: Why did you choose Random Agency?

In the first conversations, I felt drawn to the team because of their passion and creativity for the work they do. I wanted to gain a better understanding of this strategic process through hands-on experience in an internship role and with a dynamic team!

Tell us three Random Facts about yourself.

1). I'm into all things art-related.

2). My favorite director is David Lynch!

3). I learned to write in cursive before print.

Favorite TV show?

Suits

If money was no object, where would you go and what would you do?

All around Western Europe! I would like to experience local cuisines and activities- especially those artisanal and nature-related to gain a deep understanding of culture. In addition, I would also make many stops in major fashion and tech hubs to attend events and shows!

What's in your refrigerator right now?

A box of cherry tomatoes, greek yogurt, spinach, â…“ bag of kale, aloe vera water, and 3 lemons

If you could have a superpower, what would it be?

Mind reading

What's your favorite childhood memory?

Entrepreneurship day in 4th grade 

Name one thing you wish you could do better.

Playing the piano 

Which three things would you take to a desert island?

1). Chapstick

2). Water filter

3). Scissors

What is the last book you read?

Notes from Underground - Fyodor Dostoevsky

What is your favorite account to follow on TikTok?

@dspacestv

Meet Sydney, Our New Social Media Intern

Say hi to Sydney, one of Random Agency's newest Social Media Interns! We can't wait to get to know her and what better way to do that than a Q & A?

First, the obvious question: Why did you choose Random Agency?

Random Agency stood out to me because they have a dedication to social media marketing, which aligns perfectly with my desire to enhance my own skills in this area. Additionally, the team at Random Agency is filled with ambitious individuals who genuinely enjoy their work and actively encourage the growth of their colleagues' professional journeys.

Tell us three Random Facts about yourself.

  1. I have been vegetarian my whole life.
  2. I was a club swimmer for 7 years.
  3. I've lived in Florida my whole life.

Favorite TV show?

Ozark is my all-time favorite show, but I have been loving Black Mirror right now.

If money was no object, where would you go and what would you do?

I would like to spend at least a year traveling around the world to visit new places and experience different cultures.

What's in your refrigerator right now?

There isn't a lot in my fridge right now except a lot of different types of cheese.

If you could have a superpower, what would it be?

I would love to be able to teleport anywhere. It would save me a lot of time and money traveling.

What's your favorite childhood memory?

It is hard to pick just one childhood memory. However, growing up I was fortunate to have 5-10 families who became family friends and I loved when we would all get together for holidays and vacations.

Name one thing you wish you could do better.

I wish I could sing better because I am a terrible singer.

Which three things would you take to a desert island?

  1. A water filter
  2. My dog to keep me company and protect me
  3. A hammock

What is the last book you read?

The Nightingale by Kristin Hannah

What is your favorite account to follow on TikTok?

I think @octopusslover8 is the funniest account onTikTok.

The Do's and Don'ts of Pride Month Marketing

Celebrating Pride Month in the digital world: Many companies have gotten it wrong (some VERY wrong), and others have nailed it. If you want to acknowledge and celebrate Pride in your brand's online content this month, here are the biggest do's and don'ts to remember.

Do go beyond the bare minimum. Don't treat it like a box to be checked off.

If your only plans for the month are to change your brand's profile pics to rainbow logos, try to go deeper. Here are some ideas to spark your creativity:

View this post on Instagram

A post shared by Abercrombie & Fitch (@abercrombie)

One great example comes from Abercrombie & Fitch, who kicked off Pride Month early by announcing their donation to The Trevor Project, the leading suicide prevention and crisis intervention organization for LGBTQ+ young people. They also worked with LGBTQ+ talent for this content and launched a fashionable pride collection in partnership with The Trevor Project.

Do think outside of the box. Don't be boring. 

Pride is about expression. Have fun with your posts! Here are some more ideas to spark MORE creativity:

Your audience will notice if you treat Pride Month content like a box to check off (Cool, we made a pretty post with a rainbow, we're done). Authenticity goes a long way, and you don't want to come across as only fulfilling an obligation and nothing more. Put some effort in, y'all. Let's make this month's social media content a true celebration of the LGBTQ+ community!

Do be mindful of your representation. Don't be afraid to ask for help. 

An important part of creating Pride content on your brand's social media is being mindful of how you might be depicting LGBTQ+ individuals in your posts or ads. 

Here are some questions to ask yourself as you triple-check posts before hitting publish:

If you're in doubt, this is when it can come in handy to consult a DEI (Diversity, Equity, and Inclusion) expert in your organization or collaborate with LGBTQ+ members of your team and community.

Do have a community management plan. Don't let any hate win.

Unfortunately, now more than ever, celebrating Pride online can come with some backlash. It's good to have a plan for responding to any hateful comments that might appear on your posts this month. 

One strategy is to hide any and all derogatory comments. This strategy can work if your brand's values align more with creating a safe space for LGBTQ+ followers on your page. 

Another strategy is to respond to hateful comments. This can take more time and resources, but it can be worth it if your brand is focused on starting conversations and educating people. 
Check out more tips for community management during Pride Month here.

Do continue your efforts after June is over. Don't forget about inclusion year-round.

Many brands let themselves fall victim to this phenomenon. No, we're not saying brands need to keep a rainbow logo all year round. But diversity, equity, and inclusion efforts shouldn't be contained to one month per year. 

Some ideas for you: 

The point here is to really take time to acknowledge, celebrate, and welcome people from all communities and identities that may be in your audience online. 

More than ever, consumers are watching brands and expecting them to make clear stances on social causes. Brands and corporations have incredible power to influence and change the world for the better. That responsibility is one to be taken seriously. 

Happy Pride! 

Our team are social media and digital marketing experts! Let's work together to drive your brand to the next level. Chat with us below to get started!

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What to Know About Lemon8, the New App from TikTok's Parent Company

When life gives you lemons, make Lemon8? Today we're breaking down the details of the new photo and video lifestyle app Lemon8 from ByteDance, TikTok's parent company.

The history

ByteDance has recently been pushing Lemon8 in the U.S. and U.K., but it has existed in other countries like Japan, Singapore, Vietnam, and Thailand since 2020. Some have speculated whether this push is just an attempt to distract from the U.S. Congress's current effort to ban TikTok. Whether the excitement is real or just a conspiracy (as one content creator has called it), it sure has gotten many people talking and downloading. 

At the time of writing, Lemon8 is the number one most downloaded lifestyle app in the App Store, just above Pinterest. The app has received around 16 million downloads worldwide, according to Apptopia, with Japan as its largest market. In the U.S., there are about 4 million active users. 

What's in the app? 

When you download the app, you're prompted to add your birthday and pronouns and then choose Interests. The options are pretty limited; you can choose from fashion, makeup, skincare, food, wellness, bags, accessories, travel, perfume, nail, home, and pets.

You can then create an account and set up your profile. Besides the feature of having both For You and Following pages, there aren't many direct similarities to TikTok. The interface is more similar to Pinterest, with a scrolling page of photos, carousels, and videos.

One eye-catching feature is the stylish text and stickers you can add to photos and videos in-app. After a quick scroll on the For You page, you can see tons of Get Ready With Mes, how-tos, recipes, and fashion inspo. Many posts include affiliate links and location tags. Like any social media platform, you can like, comment, share, and save.

There's also a search page that shows you Editor's Picks and the top trending hashtags. 

The app reminds us more of Pinterest than of TikTok, at least for now. The content is mostly lifestyle-inspired, lacking the newsworthy, humorous, random content that is abundant on TikTok. This may be the primary purpose of the app, drawing lifestyle lovers and creators from other platforms. In fact, Lemon8 is reportedly even paying content creators to post on Lemon8 if they follow guidelines like creating a set amount of posts in a month. 

Should brands join Lemon8?

While it seems the app hasn't gained enough traction or virality yet (even the top posts don't get much engagement), we see real potential for brands to join the app in the future. This could be a great place for clothing, makeup, skincare, and home brands to make their mark. 

Looking to level up your brand's social media game? We got you! Chat with our social media and marketing experts by contacting us below.

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Meet Ryan, Our New Marketing Director

Say hi to Ryan, one of Random Agency's newest team members! We can't wait to get to know him and what better way to do that than a Q & A?

First, the obvious question: Why did you choose Random Agency?

Is it lame to say that Random chose me? I bet everybody says that. Maybe not. Either way, I did feel a bit of a magnetic pull towards the Random universe, as I've admired what the company has been doing from a far. Transparently, Random co-founder John Patterson and I worked together at a previous agency, and him and I clicked pretty much from day one. While our career paths went in separate directions after a year of commiserating, I always hoped to work with John again in the future. When I decided to make a move from my previous position, John and Lauren were the first folks I rang up. Lucky for me, they decided to take a chance on me and bring me into the fold. I honestly couldn't be happier to be here!

Tell us three cool things about yourself.

  1. I play in a few bands (I mean, can you get any cooler?) and write songs; it's basically what defines me and gives me an outlet that has allowed me to see the world and get through tough times.
  2. I have an amazing 11-going-on-12-year-old son named Emitt who is a burgeoning basketball star; I absolutely love watching him play and am 100% his biggest fan.
  3. I've ran around 15 half-marathons, one full marathon, and spend most of my Sunday mornings running between 10 and 15 miles; some would argue that this is actually uncool because of how much running can suck (and I would agree, sometimes it does), but I personally love it and credit it with helping me become a better person.

Favorite TV show?

Um, yeah. I watch A LOT of TV, embarrassingly. But I feel like everybody does, so whatever. That said, it's hard to pick just one show, but some of the best I've seen in recent years are Severance, Ted Lasso, Succession, Barry, Fargo, Westworld, Yellowjackets and Game of Thrones. I'm also a sucker for terrible, raunchy, substanceless reality TV, most notably Vanderpump Rules and Love is Blind.  

If money was no object, where would you go and what would you do?

I would absolutely love to take my son to watch the NBA Finals courtside - doesn't matter the team, doesn't matter the place per se, but a perfect scenario would be a game 7 in the hometown of the team who ends up winning that night. It would be amazing to watch all that from that close, and see them crown a champion after playing 7 hard-fought games. 

What's in your refrigerator right now?

Food.

If you could have a superpower, what would it be?

The ability to sleep for 1 hour but make it feel like 8 or 9 hours - just so I could get more done during the day.

What's your favorite childhood memory?

Too many to count, but I have one that sticks out where my grandma took me out on a fun day when I was probably 11 or 12 years old. We went golfing, we drove around, we ate something called a loose burger at a restaurant that I can't remember the name of. It wasn't anything completely or totally special, but I think about that day a lot when I think of her. She was an awesome person and I miss her.

Name one thing you wish you could do better.

Just one? I just should probably say something related to mental health or handling tough situations better, but for real, I wish I could actually cook something edible that didn't resemble hot garbage on a summer day. I mean, I probably could if I tried, but I've been lucky to be surrounded by great cooks all my life. I can make a mean grilled cheese, though.

Which three things would you take to a desert island?

My guitar, my son, and my girlfriend. We would probably die but at least we would be together and I could sing us some songs about how it would have been smarter to bring a knife or harpoon or some twine or something.

What is the last book you read?

Smart Brevity by Jim VandeHei, Mike Allen and Roy Schwartz  & How to Write One Song by Jeff Tweedy

What is your favorite account to follow on Instagram?

Even though I don't drink anymore (sober for 6 years, baby!), I love @drunkpeopledoingthings - it's a great reminder to stay off the sauce and it also is a never ending source of people falling, getting slapped, jumping off of rooftops, running into street lamps, and just, generally, acting a fool. I'm happy there are people out there willing to embarrass themselves on the internet so I don't have to (anymore).

The New Era of Twitter - An Update

It's been five months since Twitter fell into the hands of Elon Musk, and it's been an exciting ride. We're here to dive into what's happened in the past months and where the platform could be heading for the rest of this year. 

What's Up with Twitter Blue?

All hell broke loose when the $8/month paid subscription was first introduced on Twitter. Impersonators took advantage of the blue checkmark to publish tweets to look like they were from the actual company, inevitably causing chaos. Just days after Twitter Blue was introduced, the platform killed it again. 

But not for long. Twitter Blue was resurrected from the dead and is still in place today. For $8/month, subscribers can edit their tweets, write tweets up to 4,000 characters, have their replies appear above others in threads, and access even more features.

One difference from the first rollout of Twitter Blue is that the blue checkmark will not appear right after subscribing. Accounts will still be reviewed to ensure subscribed accounts meet all eligibility criteria'' before the checkmark appears. 

Lastly, account security is no longer free under Musk's reign. To use two-factor authentication (like getting a code texted to you when you sign in), users must subscribe to Twitter Blue. There are other ways to authenticate your account if you don't pay, but they aren't convenient by any means. 

Losing the Big Bucks

With all the changes happening on the platform and the rise in hate speech (we'll talk about that in a sec), advertisers are taking their money and running. 

According to Reuters, more than 500 big-name advertisers have paused spending money on advertising on Twitter. On January 17 of this year, the company's revenue was reportedly 40% lower than the same day the year before. Yikes. 

Twitter also reversed its ban on political ads, which could be why many advertisers are leaving. Especially with a big presidential election coming up next year, companies might be hesitant to exist on a platform with the potential for intense controversy and hostile rhetoric. 

The Rise of the Gold Checkmark

Twitter Blue for Businesses now exists for companies that are sticking it out and keeping Twitter in their social media strategy. They still have to pay the monthly subscription but receive a gold checkmark and a square profile picture rather than a round one.

This acts as a safety measure to ensure real companies can be told apart from any impersonators. Definitely a good move on Twitter's part to keep any incidents like the one with Eli Lilly from happening again. 

Increase in Hate Speech

In Elon Musk's mission to protect free speech, he has restored over 60,000 accounts with more than 10,000 followers each. These accounts had previously been banned for hate speech. Many of these accounts reportedly belong to neo-Nazi and QAnon individuals. 

From the time Musk took over until December 2022, there was a 200% increase in anti-Black slurs, researchers told the New York Times. 

The Road Ahead

So far, no other platform has stepped up to the plate to take the place of Twitter. It remains the top platform for news and current events, and many businesses still utilize it in their social media strategies. Now only time will tell if Twitter survives.

Need a boost in your social media presence? Our team at Random is ready to help! Send us a message below to get started with us.

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