The “Secret” is Out! How to Score Big in the Social Space

Remember the scene from the 1996 classic film, Space Jam, when Michael Jordan hands his pals on the Tune Squad the “Secret Stuff?”  Along with some help from Bugs Bunny, MJ was able to pull a fast one on his teammates. He was able to convince them that his magic elixir (water) could help them defeat the evil MonStars. Lucky for him, it worked!

Where you going with this, you might ask? Well…unlike the contents of Michael Jordan’s water bottle, there really is “secret stuff” that can help lead your team to a successful social strategy.

What is this “secret?” It lies in your mindset. Unlike in a fictitious, animated basketball game where winning or losing is the only thing that matters, in the social game, capturing key learning’s and listening to your audience is the secret that will eventually lead to success.

That’s right, in order to be successful you have to take a step back and realize the importance of experimentation, testing and most importantly, listening.

Take, for instance, our work with Tyson Fresh Meats, Inc., and their Star Ranch Angus® beef brand. Throughout 2014, we were tasked with increasing engagement across all of Star Ranch Angus beef’s digital platforms, with a particular focus on their Facebook page.

Our first tactic was to re-think the brand’s current approach to strategy. Instead of “doing” social media, we positioned the brand to “become” social by developing and experimenting with fun, relevant content, geared toward engaging the audience. We paid close attention to metrics, gauging the type of content that sparked reactions. We then focused on those themes to make sure we were giving our audience the content they wanted to see.  Along with testing options in our targeted advertising, we implemented a giveaway campaign that served as the primary traffic driver on the brand’s page. The campaign helped establish a dedicated following that we now refer to as “our community.”

Following the shift in strategy, we saw significant increases not only in engagement, but in following as well. The success of the Facebook page also contributed to increases in web visits and to the addition of another social platform for the brand, Pinterest.

So, when thinking about the next step in your social adventure, keep in mind that, even though you don’t have six championship rings or a team of misfit cartoon characters, you have everything you need to be successful. Take the time to experiment, test and listen, and you’ll be on your way to becoming the “Michael Jordan” of the social space.

To see more of our work with Star Ranch Angus beef, check out this case study chronicling our digital efforts.

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