(Oscar Raymundo) Who wants to have followers when you can cultivate true lovers?
This week, analytics platform Hootsuite launched a new, fascinating way of ranking how the world's top 450 brands are perceived on social media. The first ever "Love List" incorporated the brands' total number of social mentions, a sentiment score behind each mention and what percentage included the word "love."
Hootsuite surveyed millions of publicly available social media conversations for these key data points to reveal the most-loved brands: Dove, Friskies, Kohl’s, Avon, Renaissance Hotels, The CW, TripAdvisor, West Elm, Twitter and Nordstrom.
For these brands, it's not about the "Likes" - it's all about the love. Here is how they cultivated a passionate fanbase on social media:
1. Go After Women
According to a 2014 Pew Study, women are more active on social media than men. This certainly played a role in the "Love List," as Hootsuite found that 78 percent of Dove's social conversations were had by women. This means that you should not only be acknowledging your female customers, but catering your social messaging accordingly, even if your brand is not necerssarity targeted to women.
2. Share a Positive Message
No one gets on social media to feel bad about themselves. Dove's Real Beauty campaign was a much-appreciated respite from all the negativity found on the Internet. That positive message turned into positive associations for Dove, the top brand on the "Love List."
3. Embrace What Makes You Loveable
There are very few things more loved by the Internet at large than cats. Friskies tapped into the worldwide cute cat obsession with an equally adorable video series, Dear Kitten. The second-most loved brand on social media, Friskies continued to make a fuss about felines leading up to National Cat Day.
4. Support Your Partners
Avon has moved into the modern age by providing a bevy of digital resources to their representatives. Last month the brand redesigned its website and now offers social media etiquette guidelines, toolkits and other digital marketing materials. Similarly, a partnership with another well-liked brand or empowering employees to become social brand ambassadors can increase the love for all parties involved.
5. Stir Up the Passion
Brands like The CW and Twitter know they have a passionate and outspoken following on social media. Most importantly, they also know how to elicit a response and get them talking. The "Love List" acknowledges savvy brands that post teasers, exclusive announcements and other content that has been designed for the sole purpose of fueling the conversation on social media.
6. Give Away Cool Stuff
You can't buy social media love, but you can employ other incentives. Kohl’s, West Elm and TripAdvisor all launched social media contests or giveaways to get their followers vyiing for the prize. This type of promotion is a surefire way to quickly increase social media engagement over a short period of time. Sustaining it is another story.
7. Be Accessible
Some of the most-loved brands on social media like Dove, Kohl’s and Friskies are easy to find and relatively affordable. This accessibility has translated into these brands' social media strategy where they are receptive to their customers' feedback.
8. ...But Not Too Accessible
People want what they can't have, and even just a dash of aspirational allure can go a long way. Retail brands like Nordstrom and West Elm and travel brands like TripAdvisor and Renaissance Hotels have a built-in aspirational factor that can work wonders on social media, especially when they offer that semblance of luxury for a fraction of the cost.
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