Why would we need to be uplifted on social media? Social media is there for information and to keep us connected with others, right? Well, interestingly, there is information out there that indicates that social media use can be very negative. It can harm us more than it can help us. So, while you’re marketing on social media, how do you avoid being one of the forces that will cause depression in the lives of others? How do you set the most positive social media tone out there while still presenting a message?
Why is social media bad?
Social media, in a word, is not bad, but is in fact a detriment to some users. Psychiatry today found that use of more than one social media platform is associated with increased rates of depression and anxiety. With this being the case, why do so many people use it? There are a few reasons. A positive social media experience can be had, but usually by those who use the least amount of social media. Psychologists conducted a survey among young adults and found that those who used the least social media experienced lower rates of depression. Those who used the most were two to three times more likely to experience depression and anxiety.
According to onepoll, people use social media to be social. In a day and age where we are more on the go than ever, we need something portable and easy to be in touch with others. Naturally, there are platforms created for just such an issue. In this case, social media fills a need for us to be connected with our family and friends, and even meet new people.
People also use social media for purposes of finding information. They may be looking for products, services, goods, and advice. They tend to turn to social media for this because word of mouth recommendations tend to carry more weight with most individuals. Social media is also a great time killer (if you can believe it). People use it to pass the time when bored or otherwise unoccupied. Believe it or not, some others use it as a method of relaxation. This is contrary to what psychologists have found was common in those who used more than one social media platform.
So, if social media is used for such a variety of reasons, and can cause such issues, how do we contribute to the positive social media experience?
Building a positive social media presence
First, when you’re building your social media accounts and posts, it is vital to understand that people don’t generally want to interact with what they don’t like. The one exception to this is something that usually moves them to a point of action. Usually, you don’t want to interact with your viewers in that way. You want to build an image that will help someone understand who you are in a very positive way. Introduce them to your philosophies in life. Help them understand why you are a good person to work with. Even companies that sell products for a scary reason can make their message positive.
A few case studies
Coca-Cola has one of the most widely viewed social media profiles on Facebook. Why do we see such a success with this brand? First, Coca-Cola is an iconic brand that has been around forever, but that doesn’t necessarily drive traffic. Coca-Cola has successfully built a narrative with their consumers. That narrative is that you want to drink their beverage while sharing with friends. This has been a consistent message throughout Coca-Cola ads over the years. They have built the message that the beverage is something that leads to fun, friends, and family. This message is what drives traffic to their social media pages consistently and keeps it there.
Nutella is one of those brands that is also iconic, but is newer to the consumer market. How do they keep their viewers engaged and stay relevant? In a word, recipes! They have provided their consumers with ideas as to how to use their product in everyday life. Not only does this keep the viewer engaged, but it gives them motivation to purchase the product. They present a positive social media experience along with education as to how their product will benefit the consumer.
Pringles? Seriously? I know! This one came out of left field for me when I was researching the top viewed Facebook pages. I didn’t think that Pringles could cultivate that strong of a social media presence. Boy, was I wrong. They have engaged their viewers by providing in person events, celebrity appearances (Adam Richman is helping them stack this month), and trending hashtags. I don’t know exactly how to explain this one, but it is certainly a positive social media experience. Even though it’s not a product that I particularly enjoy, their social media presence is a study in quirky meets ingenuity.
Ferrero Rocher has cultivated a practically cult-like following. Interestingly, they did so by presenting an image of opulence and luxury. This image carries through to their gold foil wrapping for their chocolate, along with common images of champagne and boxes that proclaim holiday feast. They have provided their customers with a great image as to how their gift will be received by loved ones, along with the occasions at which to present them.
Now that we know how others do it, how can we?
You need to establish your identity on your social media pages. Do you want to be family oriented, quirky, mysterious, or opulent? The choice is yours, but once you have established the identity of your page, the hard work begins. Once you have established your identity, you must cultivate a following that will understand and adhere to your identity. There are many ways to cultivate this following, some of which we have even talked about in this blog. We have discussed marketing plans, free tools to help you hack social media, and ways to implement social media scaling without even needing an RSS Feed.
No matter how your marketing plan goes, just make sure that you spread a positive message and help your viewers understand how great you are!