We’ve all experienced it, that moment where your grandma sends you a friend request on Facebook, and your entire activity then becomes transferred as shared posts to her friend base. Instead of objecting, use the ways in which your family members utilize social networks to your advantage. What many may not realize is that businesses can do this as well.
There are different platforms that different demographics tend to use more frequently.
Take for instance the social media tendencies of parents; among the most common networks, Facebook tops them all. Parents on Facebook are dedicated users, being 75% logged on daily. The way in which parents use The Social Network might be a bit different than a younger users and must be kept in mind when targeting such an audience.
Parents, especially mothers, are the ones who interact most frequently with their networks which mainly are made up of “actual friends”. This means that the types of post and engagement fostered by this demographic are personal, and trustworthy. If you want this demographic to know about your brand, ensure that one of them speaks highly of you and your company will have positive associations with their network base.
When it comes to going viral with the under-30 crowd, you must get personal or go big. 46% of this age demographic are likely to share a post by a brand that has been shared multiple times in their network and 59% are even more likely to share a link if it was directly sent to them by a friend or family member. Your company’s brand will thrive if you take advantage of these personal relationships that drive actions that can affect your company and it’s success rate.
With that being said, be sure to resonate from a personal connection than content that is promotional in nature. The younger the generation, the less effective your company will be by sharing celebrity posts, discount codes, or even brand posts. Sure, having a celebrity in a brand post can be exciting to see, but without the personal connection from that person, it’s simply not what your audience is looking to repost when they get on social platforms.
To better grasp this notion, Facebook’s newest announcement expressed building a newsfeed that was more family and friend post oriented. The announcement reads :
“Facebook was built on the idea of connecting people with their friends and family. That is still the driving principle of News Feed today. Our top priority is keeping you connected to the people, places and things you want to be connected to — starting with the people you are friends with on Facebook.”
This means that businesses must make the cut to be shared through friends and family to make it on the news feeds of their customers. As per its announcement, Facebook prides itself on certain “values” that the News Feed is built upon. Namely, the News Feed is intended to be “subjective, personal, and unique.”
Businesses must think of this as an opportunity for “smarketing” (smart marketing): to become the content that friends and family identify as subjective, personal, and unique. How does a business do this one may ask, by using social platforms wisely and making their content personal as the is the story their brand is aiming to present.