SOCIALMEDIA
STYLE OVER SUBSTANCE
For Brickell City Centre, social media was an initiative under my management. I'm not going to pretend to be something I'm not...and I am not a social media maven. Social content generation is not one of my core strengths, but strategy and analysis are.
I was fortunate to have a great social media manager in Raquel on the team and an amazing agency in Aura Groupe. Our focus was organic growth through engaging content. High quality and stylish imagery, mostly close focused, and catchy copy with minimal characters.
Instagram
34.5K FOLLOWERS
Instagram is the critical platform for consumer, product, destination and visual service companies.
With the advent of Instagram Stories now offering filters, and the burgeoning advertising platform, Instagram will continue to grow. From the user's perspective, Instagram is easily the most addictive. The last stat I saw was that on average, Instagram users login 35 times a day.
Instagram was our platform of primary focus for Brickell City Centre because of the aesthetic nature of it. We wanted to sell intrigue during development, beauty at grand opening, and products to drive traffic thereafter.
All traffic for Instagram (and every platform) was achieved organically from early to mid-2015.
Facebook
31,617 LIKES
Facebook is a consistent tortoise in the social media game. Just when you think they’re going to finally lose market share and profit, their stock price rises and a new feature is released.
Facebook is expanding video into original content. Plain and simple. Motion graphic ads are going to thrive because they track everything and know everything about their user base. They not only know what you're looking at, but how you feel about it. And if it's a physical location selling products or services, they know if you've been enticed to visit it.
Bridging the ROI difficulty of knowing if your advertisement drives a visit is a big one, and Facebook can do.
I expect to see Facebook get into the mobile wallet to blend in purchase data, and continue to expand through acquisitions, or copying those that don't accept their offer.
Twitter & Others
4,269 FOLLOWERS
I have to admit that I am not a Twitter user or even much of a Twitter follower. I think it was a great platform at one time because it created a smaller world. Clearly Twitter for celebrities and larger brands is still exceptionally relevant. I just didn't see the use for us as a focus until we were staffed to make it great.
To me, Twitter is a natural Helpdesk, especially for a physical space like a shopping mall. Shoot a question, get an answer. No complicated messaging services or integrations needed.
Beyond that, I think other social platforms are up to the message you're pushing and the audience. Clearly Youtube and Vimeo are great for motion content. Snapchat is relevant for brands targeting a younger demographic, but I still can't agree that it should be the focus of a social campaign.
I won't go through the list. If I run an account, I look at all options. If I have the resources and market for a platform, I know how to use it.
