While many brands have distinguished or multiple social profiles; typically assigned to things such as customer support, or accounts for different countries and language alliances. Not many have implemented a secondary approach, a more intimate and behind-the-scenes look into what happens at the brand in question.
Tech companies have been the most aggressive in attempting this, primarily it would seem in attracting talent and being utilised as a recruitment feature. Others have fragmented accounts to support varying ecosystems, the payments platform Stripe has its own developer accounts for those who wish to work directly with the product.
And of course in some cases, brands take their customers behind-the-scenes organically inside primary social accounts for whatever purpose, generally if they have nothing else better to talk about it seems.
Trust & Transparency
More than ever customers want to feel close ties with brand and stores they are purchasing from, they want to feel part of the team so to speak - they want to know who's working there, what they're doing, where their product is coming from essentially. However, divulging this intimate, inner workings on primary social accounts comes off rugged, underdeveloped and generally lazy - asif the marketing team have nothing better to do, so let's go make a few Snaps or videos in the office and see what 'Matt and Mona' are doing on their empty Wednesday afternoon in photo touching and website analysis.
This doesn't strike relevance or the trustworthy chord with the vast majority of customers and it only seeks to trivialise a prominent marketing channel that can not only be extrapolated as a mode of building affiliations and experiences with customers but also a handy recruitment tool.
The best example I've seen recently is SkyScanner, the notable flight and holiday search platform has launched SkyScanner growth on Twitter, a channel aimed specifically at recruitment it would appear but also has enough finesse to showcase how each decision at SkyScanner has the customer journey at its heart; both an endearing and actionable use of resources.
One step beyond
Can brands take this a step further; there's always been an appeal into how various retail or service organisations operate, you only have to think back through the plethora of TV serials that have taken that 'reality show' trend into shops, airports and so on. Naturally, there's a degree of vulnerability, perhaps brands see this as an invasion into how they operate, secrets they never want discovered. You can't imagine Apple, who only recently joined the Twitter party having a daily channel showcasing what they're doing across each department and why...
But by applying common sense a secondary social face can be a great resource of keeping your customers engaged, ensuring they see reason to continue buying from you and not your more guarded competitors and it also provides faces to the company they're handing their cash over too.
While brands have poured more effort into their company recruitment pages; a secondary social face gives a lot more detail into daily worklife and this could be an enormous weapon in attracting the best talent to continue propelling your brand forward in an ever competitive landscape.
This is an opportunity that if actioned with effort and a desire to communicate sincerely with your customers in a conversational mode, can have exponential benefits for brand advocacy and recurring sales; while hopefully boosting average order values.
Furthermore, it's not going to break your marketing budget. Low brow marketing with an undercurrent of deep value for your most valuable customers.
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