Meme fans and TV nerds
The meme fan
As you might have noticed, internet memes can be some of the most popular content found on the web. With that in mind, it's no surprise that certain brands known for their eccentric senses of humor use these memes to their advantage in their social media campaigns.
Jack Link's Beef Jerky, known for its quirky and irreverent Bigfoot advertising campaign, frequently leverages internet memes on social media channels. In the post above, the brand is referencing the popular (yet admittedly terrible) song "Friday," by now-famous internet celebrity Rebecca Black. When referencing the taste of Jack Link's Beef Jerky, the brand uses a phrase made popular by internet circles: "nom, nom, nom." It might not seem like much to us, but for those social media users familiar with these phrases and funny videos, it might be enough for them to relate to the brand.
The TV nerd
There are fans who like television programs, and there are fans who really like television shows. The latter demographic is one that social media fan sites tend to speak to the most. By taking on a TV nerd identity, TV brands give social media users the feeling that they're part of a community of fervent enthusiasts.
One community that is rather adept at conveying excitement to diehard fans is the Facebook fan page for Showtime's hit television program "Dexter." The show's Facebook posts are far from boring and read more like eager fans boasting of the program than the average social media manager reminding fans to watch the show. With Dexter's sixth season on the horizon, posts alluded to "D-Day," building major hype for the return of the program.
What do these six attitudes have in common?
There are a number of other attitudes that have found success over the years, but the six I've mentioned on the preceding pages are the ones that I've experienced most often. The unifying thread among all of these attitudes is that they're completely reflective of their brands' messaging. If Burberry distributed low-end products or Dentyne's advertising was completely family friendly, these messages might not have been as effective.
Regardless of the attitude you decide on for your brand's social media campaign, it should always align with your brand's mission and message, and maintain the identity your brand has developed over the years.
Adam Boyden is president of Conduit.
On Twitter? Follow Boyden at @AdamBoyden. Follow iMedia at @iMediaTweet.