With so many social media platforms available to the marketer, how should a company approach social media participation? Should it consider adopting one platform as its main/primary channel and source of focus?
Yes, it’s imperative for the marketer to select the best platform for the company. “Each platform reaches a different audience, but ultimately establishing your marketing goals and strategy and sticking to your plan will help you pick which platform or platforms are worth the time and effort.” (Shanahan, 2019).
The company selected for this post is Buff City Soap. Founder, Brad Kellum, has the company on the fast-track to be the “Starbucks of Soap.” With the increasing number of new franchisees, it’s well on its path to achieving Starbucks’ position as a lifestyle staple, not a special occasion treat for customers. It’s an affordable indulgence. (Stennett, 2019).
“It’s easy to think everyone everywhere must be in Starbucks’ target audience with the company’s more than 28,000 stores in 75 countries at the beginning of 2018. And why not? The company revolutionized the coffee shop concept so that customers line up for the pleasure of paying top dollar for their favorite coffee concoction made with premium beans, fashioned into every manner of taste, and finished off just the way they like it. The target age of Starbucks’ market is 22 to 60, with the teen audience growing steadily.” (Bean-Mellinger, 2019).
Following Starbuck’s lead, it would be best for Buff City Soap to concentrate their social media presence on Instagram with the target ages 18-29, and 56% of users are female. Instagram is great for visual brands and making personal connections. But they must have an authentic approach and a clear brand voice for organic growth. (Shanahan, 2019) The other platform that would benefit the company the most is Facebook.
“Facebook continues to grow every year since it launched in 2004, in both active users and time spent on the platform. It’s still the most used social platform with nearly 2.45 billion monthly active users. Knowing who’s using the platform and how they are using it can make a difference when crafting a Facebook marketing strategy.
While it might seem like there’s an urge to use social media less, the data shows otherwise. Facebook’s overall active users continue to increase every year across the platform as a whole. Among active US Facebook users, 74% of people use the site every day. Approximately 1.62 billion users visit Facebook daily.” (Aboulhosn, 2020)
Facebook advertising is the most targeted form of advertising: A significant benefit of Facebook advertising is its ability to reach your exact audience. Facebook is the most targeted form of advertising. You can advertise to people by age, interests, behavior, and location. If you know your customers, you can use Facebook advertising to engage them.
Facebook advertising is fast: Facebook advertising is fast. It drives immediate results. You can start by reaching thousands of people today. So if you are looking for a quick way to drive traffic and conversions, Facebook advertising is the best solution.
Facebook advertising is measurable: There is no guessing with Facebook advertising. The results are measurable. And, the numbers will speak for itself. You will be able to see how many impressions, clicks, and conversions you are receiving. To track conversions, you will need to install conversion pixels on your website to track the activity. This is something that your Facebook advertising specialist will help you with.
Facebook advertising increases revenue, sales, and leads: Facebook advertising is not a myth. It drives revenue, sales, and leads. Below is a screenshot of a business that spent $519.87 on Facebook ads and generated $1,557.50 in sales. On average, they paid $3.42 per conversion.” Facebook stats and facts: Sherman, 2020.
“Social media usage is both increasing and changing in the COVID-19 era. Over the last few months, fears of infection combined with lockdowns and movement restrictions have pushed more people than ever online and onto social media. On social media, users feel that they have a safe space to interact, be entertained, distract themselves, and find inspiration without any risk of contagion.
July 2020 saw a rise of 10.5% in social media usage, compared with July 2019, according to a GlobalWebIndex survey. Some 46% of women and 41% of men said they’d spent more time on social media during the pandemic, making it the second-most popular digital activity.” (Snyder, 2020).
Placing the right content on the platforms is crucial to creating uniformity between all of the locations. Although Starbucks only has a brand page on Facebook and Instagram, and Buff City Soap has its location pages. “Starbucks aims to show that its product is more than just coffee. Their social media pages do not push dull, overly commercial product posts but instead creates a narrative for the products. The brand prioritizes the personal experiences of its customers and shared moments.” (Ravi, 2019).
Facebook has been shaping the social media landscape since its launch and is continually evolving to meet its user’s needs. With over 2.32 billion active monthly users, Facebook remains the most widely used social media platform. Active users are those that have logged into Facebook during the last 30 days. Facebook reigns supreme to all on user reach, which provides brand recognition as Buff City Soap opens new locations across the US. (Mohsin, 2020).
Aboulhosn, S. (2020, September 08). 18 Facebook statistics every marketer should know in 2020. Retrieved November 10, 2020, from https://sproutsocial.com/insights/facebook-stats-for-marketers/
Bean-Mellinger, B. (2019, February 05). Who Is Starbucks’ Target Audience? Retrieved November 10, 2020, from https://smallbusiness.chron.com/starbucks-target-audience-10553.html
Mohsin, M. (2020, October 19). 10 Social Media Statistics You Need to Know in 2020 [Infographic]. Retrieved November 10, 2020, from https://www.oberlo.com/blog/social-media-marketing-statistics
Ravi, K. (2019, February 12). Starbucks’ Social Media Strategy – What Brands Can Learn from Starbucks. Retrieved November 10, 2020, from https://blog.unmetric.com/starbucks-social-media-strategy
Shanahan, S. (2019, August 13). Choosing the right social media platform for your business. Retrieved November 10, 2020, from https://rootedweb.com/social-media-for-business/
Sherman, S. (2020, July 07). Top 26 Benefits of Facebook Advertising & Why Facebook Ads Help! – LYFE Marketing. Retrieved October 29, 2020, from https://www.lyfemarketing.com/blog/facebook-advertising-benefits/
Snyder, V. (2020, August 10). How COVID-19 Has Changed Social Media Habits. Retrieved November 10, 2020, from https://www.business.com/articles/social-media-patterns-during-the-pandemic/
Stennett, D. (2019, March 13). Buff City Soap plans to become ‘the Starbucks of soap’. Retrieved November 10, 2020, from https://www.commercialappeal.com/story/money/business/development/2019/03/13/buff-city-soap-brad-kellum-memphis-entrepreneur/3094701002/