The Rise of Social Chain
Social Chain? Tell me more!
Social Chain was founded in 2014 by CEO (ex MMU Student) Steven Bartlett. The aim of the organisation is to become the first ‘Integrated Social Media Company’. Originating in Manchester, Social Chain has become the parent company large social media pages such as Student Problems, SPORF and Love Food. These brands are able to target niches by building up a community and then posting relevant, sponsored, posts towards the audience.
Getting to the Audience
The largest following Social Chain have is through Facebook. Here they use the site to publish news stories and videos in order to engage their audience in order to advertise other companies.
As the Web develops to Web 2.0 (or even Web 3.0). Companies such as Social Chain work on user generated content. It is one thing for them to create a post about a brand, but in order to grow and have an effective online presence they create content that has ‘share-ability’ and allows the audience to comment or tag people in their posts. This is done firstly by creating small niches.
Social Chains sports page ‘SPORF’ with over 14 million users manages to do this flawlessly. By firstly having this small niche they are able to give the audience content that relates to them. Then when they want to advertise the brand through their content then the audience are already there, without realising they are being advertised to.
Recently they have advertised Sky Bet where they used competitions, videos and posts to gain over 4 million video view and 22.5 million impressions.
This would not have been achieved if it was not for the constant posting that they use. Looking across their pages they post around 3 times a day on multiple platforms.
Be seen, Everywhere.
To get a true online presence however Social Chain have mastered ‘cross platform communication’. To ensure that no stone is left unturned Social Chain posts the same post on Twitter and Facebook.
Using multiple platforms also come with added benefits.
56% of adults use more than one social media platform. George Gerbner’s Cultivation Theory suggests that the more a message is seen, the more likley the audience will take action. This allows them to get a higher sales conversion rate from their audience.
Round Up of Social Chain
- Social posts that that encourage interaction from the audience.
- Posting multiple times a day keeps the audience at bay.
- Repeated messages = higher sales conversion
