A fellow colleague shared an awesome BuzzFeed article of a consumer tweeting an image containing two competitor restaurant’s gift cards displayed on the same wall, posing the question “Applebee’s or Outback”. After that the bell sounded and both restaurants were competing to win this consumer over. Once the dust cleared leaving behind multiple clever tweets, hashtags and images. The winner was announced and it was not only the consumer (whom received two free gift cards in this whole ordeal), but also both restaurants.
So who REALLY won?
Their content strategy was not to win this one consumer over. It was to create compelling content that would reach the masses and it did! The question was never whose steak is better than the other’s, it was which restaurant would respond the cleverest and want consumers on the edge of their seats (or smartphones) to experience this mouth watering picture that was being tweeted.
Defining “Social” in Social Media
I think most companies are misunderstanding the “social” in social media with a five second meet and greet or cameo appearances on their audience’s timelines/newsfeeds. Social is building relationships and having consumers or your audience looking forward to what’s next. Applebee’s again, displays a great example to this principle as well. In this BuzzFeed article, a local Applebee’s Facebook business page lucks up on a very loyal and whimsical fan. BuzzFeed unfolds this social friendship with a series of screenshots and a few captions of their own. This example is awesome because it exhibits social media outside of the brand and inside the community.