The Walt Disney Company has managed to gain 300,000 Likes on Facebook, 29,000 followers on Twitter and 8.8 million views on YouTube in just under two years. Of course, already being a huge brand offline helps a long way. However, its interesting to note what their online social media strategy has been.
They key they say is to be 'informational' on the social media websites rather than 'commercial'. Rather than just repost advertising on their social media channels, they post, for example, behind the scenes videos of movies and other such information that will be pertinent to their target audience.
With Disney Baby - their baby brand launched in January 2011 - rather than focus on marketing products directly to soon-to-be parents, Disney creates a community and engages that community by sharing relevant information. On releasing a new product, they invite community members to talk about the product, its need and ask for any other suggestions they may have. Moms use the facebook page as a meeting place for other moms and discuss personal experiences and questions.
Source: http://mashable.com/2011/08/03/disney-social-media/
1 comment:
Disney's idea of publishing information rather than ads is very interesting, it gets people involved and is more interacting. Maybe in this way, the companies could provide more valuable information thus get more people in the online community.
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