If Social Media Platforms Were Friends Characters
Of the many pieces of advice I’ve gotten through my career, there is one quote that has stuck with me project after project, presentation after presentation, meeting after meeting.
“If you can’t explain it to a six-year-old, you don’t understand it yourself.”
— Albert Einstein
This quote has single-handedly gotten me through some of my toughest work problems and helped me arrive at some of my biggest “duh” moments. Too often in the world of digital marketing — and any profession really — the use of big fancy “industry” jargon ends up making clients (and frankly everyone in the meeting) feel like they’re not smart enough. When in fact, it’s quite the opposite; you have to be smart enough to explain it in a way that’s easy to understand.
A colleague of mine and I were recently tasked with defining voice and tone for a certain brand across all of their digital and social channels. Voice and tone should obviously run the same throughout a brand’s entire online and offline presence, but it ebbs and flows depending on the channel. So when we got to social media, I thought, “Okay, let me think of how to best define each social media platform in a relatable way.” And then it came to me. Friends. No, not your high school buddies or your BFF from college, but the iconic 90s TV sitcom — FRIENDS! And so I present to you, the Friends cast of social media channels:
Facebook: Ross
Let’s face it (pun intended), no one really likes Facebook, but everyone just kind of accepts that Facebook is a thing in their life — brands and advertising agencies included. *cough Ross cough* With its constantly changing algorithm, Facebook makes it difficult to figure out what type of content is going to do well. Were they on a break? Were they not on a break? Which is exactly why paid posts are typically the way to go. This isn’t to say that brands shouldn’t have an organic presence and strategy on the platform, they absolutely should. But they should also keep in mind that a specific campaign with targeted messaging behind it will boost engagement and garner more leads.
Twitter: Chandler
Twitter is where brands go to say something and it’s a platform where people will actually listen. And if any one of the Friends gang has something to say all the time … it’s Chandler Bing. In fact, 74% of Twitter users get on the platform to get their daily news fix, so it’s the perfect place for brands to share their ideas and even engage with other brands (and of course, people). It’s a place to give your brand a human voice, to be funny (ahem, Chandler), and to let users know there’s a person on the other end of the screen. Talk to your audience, have a conversation with them, or even just listen to the conversations happening. Twitter — could it be any more conversational?
Instagram: Rachel
Instagram is known for its content. Whether it’s influencers are peddling the newest weight loss tea via perfectly edited photos or brands are releasing their new products in a short, creative video, content is king on this platform. Users process images faster than words, and you have a mere 1.7 seconds to get someone’s attention while they scroll. And who’s best at getting attention — whether it be from her father or a potential suitor …? Rachel Green. Rachel knows that good content matched with a great strategy will get you the best results.
LinkedIn: Monica
Although it started off as solely an employment platform, LinkedIn has turned into so much more. And although Monica started off as Ross’s little sister who we thought would never get over Richard, she also evolved into so much more. LinkedIn is a platform where brands now go to establish themselves as thought leaders in their Industry. It’s a place to connect with other professionals as well as show them what makes your company the best of the best. Think: articles, case studies, advice on how to achieve the things important to your industry… And who’s good at being the best? Monica. Duh.
Snapchat: Joey
Does this one really need an explanation? Joey is a child at heart and Snapchat is for the youngins’. No but seriously, 83% of teenagers in the U.S. are on Snapchat and while advertisers consider it a social media platform (and it is) teens typically look to it as a messaging app. There are plenty of ways brands and advertising agencies alike can use Snapchat — Sponsored Geo Filters, Snap Ads and Snapchat Sponsored Lens. But what is the biggest challenge with Snapchat? Seeing your ROI. Views and impressions are nice and all but sales are better, which is why it’s a platform advertisers are still trying to figure out. And after all these years, aren’t we all still trying to figure Joey out?
Reddit: Phoebe
Much like our favorite “Smelly Cat” singer, Reddit will surprise you day after day. It’s where most internet and real-life trends begin and where brands should look to first when scoping out the conversations related to their products and industry. There are constant new threads and conversations about everything — and we mean everything. If there’s something your brand specializes in, there’s a Reddit thread for that. But also like Phoebe, Reddit is complex and at times frustrating; you really have to dive in to find what you’re looking for in terms of insights.
The main thing I always try to explain to people when it comes to social media is this: all social channels have their purpose, and your brand does not need to be on every social media channel. So stop being stuck in second gear. Find what social media platform is right for your brand and get to posting. This is your day, your week, your month, your social media year.
