Disney is a social media giant. With over 200 millions “likes” across its Facebook pages, it is one of the most powerful brands on the web. So, I’ve decided to explore how Disney accomplishes such a feat. In order to do so, we must examine how they engage with their fans and the impact that interaction has on consumers.
Disney builds a community, not just a pitch
If you look closely at Disney’s tweets or Facebook posts, you’ll notice that most of the communications are centered on interacting with fans. Their goal for social media is not to be commercial but, rather, informational. And, you can see this easily. Take their recent Youtube video about creating life-size LEGO models of Toy Story characters. The content of the video wasn’t made to promote that LEGO has a Toy Story line of toys. Instead, it tries to give something back to the fans.
Disney invests in digital publishing
Disney moves with the times. In just 18 months, it has launched more than a dozen children’s book apps. In fact, Disney Publishing has seven out of the top 10 apps in the Paid Books category. And now that Disney owns Marvel (Yes, you heard me right— Marvel comics.), they are expanding to put comics online.
Disney sees social media as a powerhouse to use
In today’s age, it still amazes me that people question the benefit of social media. Disney decided to communicate with fans and develop emotional connections with them through their social media strategy. Naturally, what’s bringing people together is a shared love for the brand. But, it’s also deeper then that. Not only are people connecting with Disney; they are connecting with each other, and that goes back to creating a community.
Your business can grow through the strategic use of social media. When you integrate social media with other marketing strategies, you can see the ROI clearly in the form of visitors converting into customers. Social media marketing is less about "being there" and more about "what you do when you are there".
"It's not for me", "my business is different and all referral based", or "we're too small" are not reasons not to engage in online marketing. Social and search marketing are imperative to small business growth. It is the most cost-effective form of marketing you can and should leverage. All you need is a strategy, a plan, and a company who knows how to execute the marketing plan.
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