The Recording Academy Wins the Hearts of Consumers with Spot-on Social Media Strategy

For brands, social media is a make it or break it environment. It’s a place where you have the opportunity to meet your customers where they are and engage with them in a way that no other channel has ever allowed before. However, it also comes with its own set of rules. For marketers willing to rise to the challenge, creating a social media strategy that is equal parts engaging, agile, dynamic, authentic, measurable and effective is a great balancing act that can only be achieved by listening and sharing, rather than simply broadcasting.

In a recent article on Forbes, Steve Olenski called out The Recording Academy – the brand behind the Grammys, Grammy Music and MusiCares – for leading the charge in what great brand social media communications should look like.

“Those that do take the award for best social media strategy by a big brand are those that understand how to use social media in a way that brings them closer to their audience and creates an intimate setting no matter how large an operation,” said Olenski.

Take a few pages out of their playbook and remember these things when working on your own brand’s social strategy:

  • Social media is a two-way street when it comes to building respect - and media distrust is at an all-time high. Right now, brands should work especially hard on maintaining authentic dialogues with consumers.
  • Having a brand voice means talking to people like you are talking to a good friend, not a salesperson.
  • Be willing to make mistakes. Social media is imperfect and can be largely forgiving when people and brands are honest about it.
  • Get rid of blanket statements. Having a big brand often means having smaller brands under it and numerous consumer groups you are talking to. One thing The Recording Academy has mastered is understanding who each of their consumer ‘tribes’ are and having smaller, separate conversations with each one.
  • Don’t just tailor for the platform and it’s own unique nuances, but tailor for where the platform is going. For example, Facebook recently announced it’s move toward more AR options and focusing on messenger bots, while Snapchat continues to roll out more influencer advertising options.
  • Listening more means looking at success metrics for both paid and earned media, paying attention to the conversations your customers are having both with your brand and in other places, and simply asking people how you can make their experience better. 
  • It’s been said before, but always strive to provide more value.

“We view social media communications as communications at its best: an interactive multi-path dialogue built on mutual understanding, respect, and trust. It’s cross-talk, it’s loud, it’s evolving, and mutually informing,” said Neda Azarfar, VP, Marketing Communications, The Recording Academy.



Read the original article, here.