3 areas with big impacts.
Running a social account is a delicate balance between risk and trust.
“I think it’s almost like a double-edged sword … don’t overthink it, but also learn the muscle of putting out risky content and knowing the limitations of how risky you can go,” said Jori Evans, director of social at Manscaped.
Evans gained experience from working with boutique brands before moving onto Microsoft, Groupon and with agencies for brands like Slim Jim. She will speak on a panel at Ragan’s Social Media Conference next month to discuss what it really takes to manage a brand’s social account behind the scenes.
Here’s what she said social media managers need to understand about pushing the limits while remaining trustworthy.
Know your audience before taking risks: Evans calls this “the sweats,” or the muscle of testing risky content. “When you study your audience’s behavior and use that knowledge to take calculated risks, it can really pay off,” she said.
In practice, this means observing patterns, taking note of what resonates and experimenting over time. This won’t happen overnight, but it should become easier to identify the more you sit in on content meetings, marketing calls or team chats, Evans said.
“When it makes sense, it’s better to ask for forgiveness than permission,” she said. This won’t work for every brand, particularly in industries that take a more conservative approach to social media, but knowing your audience is essential. Use past engagement data to gauge how far you can push the envelope, Evans said.
Capitalize on what’s happening in the world: Cultural moments can be especially beneficial to draw from. When Evans worked at Groupon, she took advantage of a “Real Housewives” moment after a star was criticized during a reunion episode for allegedly buying a promo off Groupon. Evans pulled the Groupon in question from the site, took a screenshot and posted it on the brand account. It sparked engagement from the Bravo network, media outlets and fans of the show everywhere.
Oh the shade! Even Groupon is Team Kelly
#RHOC pic.twitter.com/Ye5BSb3yMz
— Sharon (@runningdreamz) December 19, 2019
Because Evans acted quickly and knew her audience well enough to recognize they would find the post playful, she felt like this was a minimal risk with a major impact. “I knew that I could push the envelope just a little bit. These are also moves I can fight for internally,” she said. “I wrote an email about all the engagement we were suddenly getting to our CMO with the subject line ‘The one where I explain The Real Housewives…” she said.
She was able to show leadership why the moment mattered culturally, why the audience appreciated it and why the risk was controlled. The stunt also created an opportunity for Groupon to remind audiences why and how it was a useful service, Evans said. “This was at a time when Groupon had kind of been out of the lexicon of cultural relevance,” she said.
Be flexible with partnerships: If you’re not careful, brand partnerships can start to feel a little stale. Social media managers should look for unconventional ways to boost reach and messaging.
When Evans worked on Slim Jim, she found a musician who was gaining traction online for his at-home improvisational performances. The brand wanted to sponsor him, but there was a catch. “He said, ‘I can’t be myself if you guys give me a script.’ So we literally had to negotiate a contract that basically said nothing in his contract would be voided unless he was found guilty of a felony,” Evans said.
This flexibility required internal trust and buy-in from leadership. But it also meant accepting some risk, she said. Evans and her team chose to protect the creator’s voice because his voice was the entire reason audiences were paying attention in the first place. The partnership worked and the campaign exploded, she said.
INAUGURAL STREAM WITH @SlimJim
8PM EST
ONLY ON https://t.co/dyf0wUJdqB pic.twitter.com/6XRsxsOjTn
— MARC REBILLET (@marcrebillet) April 27, 2021
When social directors understand what makes a creator compelling, they can use it to enhance their message and avoid stripping away what makes the creator unique in the name of brand safety. If the appeal is spontaneity, don’t over-script.
If the appeal is honesty, don’t over-explain. Work with influencers or partners that people already trust and believe in, even if it wouldn’t normally be a traditional brand move. This can help reach new audiences and create more opportunities for conversation, she said.
“If it flops, that’s on me. But if it works, it works because we were paying attention,” she said.
Register here to learn more from Evans and other industry experts during Social Media Conference March 9-11 in Orlando, Florida.
Courtney Blackann is a communications reporter. Connect with her on LinkedIn or email her at courtneyb@ragan.com.
The post Behind the social handle: How to balance risk and trust appeared first on PR Daily.
