After years of successfully managing the Yale Materials Handling social platforms, it was time to change up our approach. It was a good program. We directly aligned with the brand’s marketing goals, amplified promotions and product launches and involved Yale’s network of dealers through various targeted campaigns.
But we knew we could take their ‘good’ programs to ‘great’ by making a couple major shifts in strategy: establishing a more defined brand voice, differentiating content between platforms and becoming more interactive with followers.
Taking social to the next level
We took stock of performance metrics for the @YaleAmericas Twitter and LinkedIn pages, monitored actions of competitors, incorporated the latest social trends and noted other successful B2B accounts for inspiration. Ultimately, we landed on a new social strategy, differentiated by platforms.
LinkedIn is for “nutritional” content – substantive, thought leadership and educational conversations. Twitter is for “candy” content – GIFs, custom memes and quippier language that allows a combination of information and entertainment. A new Facebook page would be a balance of the two.
On both existing platforms, we reduced the frequency of posts by about a third and applied the lower post volume target to our strategy for the new Facebook page, really shifting our focus to the quality of individual posts. We prioritized audience engagement, purposefully including media partners, dealers, employees, other brands, etc. A social listening program now also allows us to respond to replies, posts and comments quickly and individually, providing a personal touch to the social channels.
Results
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increase in engagement rate
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increase in engagments per post
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increase in clicks per post
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increase in engagement rate
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increase in engagments per post
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increase in clicks per post
A social media account is only as strong as the strategy behind it. Need help crafting a mindful social approach for your brand?
