Bisman spoke with Ad Age about how the brand’s child-like voice resonates with fans.
This interview has been lightly edited and condensed for clarity.
What is the biggest way the social media lead role has shifted in the last few years?
The pace of change is just faster. What worked yesterday might not work tomorrow, and that can literally be true. Not that TikTok came out of nowhere but, it’s growth was fast. And what will Twitter look like in a month? I don’t know.
We have to listen in more places. I’m not aware of great social listening tools for TikTok, you have to be in there, you have to be in more places and stay on top of more things. Sometimes that involves sitting with my social team and asking what we are seeing on our individual phones. That’s why we don’t plan 12 months out on social because it changes so fast. You have to be comfortable when the KPIs shift.
Related: How TikTok is helping brands tap into trending music
How do you decide where to engage and what trends to lean into?
The first step is learning! Learning and relearning our own brand attributes. We have ongoing internal education about our characters and social impacts. There is also ongoing education and understanding of what we can do legally and otherwise—for example, we can’t do trending audio. So knowing the rules of the road is number one.
We also try to be curious and collaborative. When we have questions around something being appropriate, we do that among ourselves, and then we go up and out to others. We try to be mindful of who needs to weigh in, and the truth is we limit ourselves, we know what we mean to fans. We don’t engage in a lot of trends unless we have something unique to contribute.
from Digital Marketing Education https://ift.tt/T53H0IB
No comments:
Post a Comment