How to Run Your Social Media Marketing Like a Newsroom

Some may call it silly. Some may call it a waste of time. But, you just can’t argue with the power of social media. It’s real-time connection with people across the globe. Sometimes it makes your head spin with the constant updates and the “always on” feel, but sometimes it’s like one big party.

That's what it felt like yesterday when the news that the Duchess of Cambridge gave birth to baby ________, the third in line to the English Crown. While I’m sure you’ve had it up to your little peasant heads with the Royal News, the Royal Birth yesterday afternoon sparked proof of just how powerful social media can be, even if you're not Oreo or Pampers.

While these two social media powerhouses gave us all some laughs... 

... We didn't want them to have all the fun.

As my colleagues and I sat at our desks, hungrily scrolling through our Twitter feeds, letting out squeals of delight over the social media goodness happening and maybe, possibly, dancing around in celebration at all of the Royal excitement (so maybe it was just the ladies in the office…), we thought “Hey, we can get in on this action.” We have an Instagram account. We happen to have a cake and balloon in the office. Let’s do it.

This is what came of just a little silliness:

And then this happened:

Which turned into this. Thanks for the nod, Deborah Acosta, Cannon Hodge and The New York Times.

When we stumbled upon the NYT article this morning, after we had all sent the link to our mums and plastered it across our social channels, I got to thinking how this was a prime example of what social media can do for brands large and small. SyneCore has a rather modest following on Instagram, but our use of the prolific, in my humble opinion, hashtag, #RoyalBaby, lead a NYT reporter to snatch it up for a story. While I am sure we won’t triple our business in the next year because of our 10-sec spot on a NYT video, it proved to be a spot on way to create awareness for our brand.

So, keying off of our experience, here are three social media marketing takeaways for your brand:

Be a part of the conversation.

SyneCore is an integrated digital marketing agency – we don't really have anything to do with the Royals. But neither does Pampers nor Oreo. With the rise of content marketing, brands are being forced to become their own newsrooms, providing relevant content to their audience. Relevant content doesn't have to just pertain to your industry; becoming a part of the larger cultural conversation can also build your brand.

Use #hashtags.

I’ve said this before, so I won’t bore you with another #long, #obnoxious #list of #hashtags, but they do really work, especially when you’re getting in on a big event. Case in point: the #RoyalBaby. Deborah probably wouldn’t have stumbled upon our silly little Instagram video had we not used it.

Don't always strive for perfection in your social media strategy. 

Whoa, did she really just say that?

Yep, I did. But I’m not talking grammar – you must nail your grammar. I’m talking about quick, on-your-feet, just-do-it kind of posting. While there is a place for strategic, crafted and scheduled posts, social media is real time, and in order to be a relevant part of the conversation, you must infuse your social strategy with unstaged, candid posts. Our Instagram video isn’t close to perfection; there are some directional cues and awkward pauses in there, but the reality is that it’s, well, real. And that’s what social media does for brands – it connects us in an authentic manner; this can serve to humanize a brand that was traditionally only categorized by a static logo.

How neat.

P.S. Sorry to Deanna, whose birthday celebration was hijacked by The Little Prince. In our opinion, you are totally as cool as the little guy.

Follow @alyssaceline33
Follow @SyneCoreTech