Home Content marketing Responsive social media: a conversation with the agency behind Specsavers’ hilarious tweets

Responsive social media: a conversation with the agency behind Specsavers’ hilarious tweets


Responsive social media tactics have created some of the most memorable online moments of recent years. The Drum’s social media manager, Amy Houston, chats with Laura Perry, head of creative operations at creative communications agency Tangerine, to find out if this approach still packs a punch.

At its core, responsive social marketing is when a brand reacts to trends, news, pop culture, or major events, offering a chance to be creative and engage in meaningful or humorous ways.

Building a strong online presence is an integral part of this strategy and cannot be done overnight. Having a solid plan in place and the infrastructure to publish responsive content will ensure that communications don’t seem empty. So which companies are doing this particularly well?

As a specialist creative communications agency, Tangerine has successfully elevated the identity of Specsavers online, establishing a recognizable tone of voice and fostering a thriving social presence. To better understand this, I talk to Laura Perry, who runs her creative operations, to get her take on which brands are killing this tactic. “There is no doubt about it, some brands are responding incredibly well on social media and have helped set a precedent for other brands.” She cites Paddy Power, Netflix, Greggs and KFC as brands that have “strong identities – they are confident, consistent and relentless, they don’t lose momentum, aren’t afraid or quit responsive social media.”

Perry also states that “the ‘brandter’ supermarket deserves a notable mention.” We’ve all witnessed the conversation between Aldi and M&S about their respective Caterpillar birthday cakes and the #FreeCuthbert movement that followed.

However, it’s worth noting that social media users more often than not can see through the ‘click for likes’ mentality, and just tagging brands for fun won’t work. Always keep the brand’s values ​​in mind and have conviction in your approach. Don’t just jump on just any bandwagon – assess what your community wants and give it what it needs.

Building a personal relationship with your audience is one of the many benefits of responsive marketing, but are there any downsides? “Everyone is critical, and everyone will openly have an opinion on the content posted,” Perry tells me, but stresses that you can’t “let one, two, (sometimes more) negative comments overshadow the positive aspects of the review. responsive creativity and staying strong and aligned with strategy ”.

This is when a strong and trusting relationship with the customer and alignment with the brand strategy becomes imperative. Responsive social media sometimes means posting without customer approval. This tactic requires confidence. I ask Perry how Tangerine maintains these relationships. “Work with [brands] as an extension of their team, rather than a separate entity, took time and dedication. We have built and refined strong advice on tone of voice and a clear brand personality directly with them, to the point where we have their confidence and therefore their autonomy (to some extent) over what we are able to post. .

Demonstrating the value of responsive marketing through regular customer reporting and communication is essential to elevate trust between brand and customer. Perry tells me that at Tangerine they sometimes need to report an idea that is a bit ‘borderline’, and to address that they have ‘worked with clients to set up WhatsApp groups for responsive opportunities outside of business. working hours for these “opportunities not to be missed”.

Inevitably, the Covid-19 restrictions have affected the way we communicate online and social media users seek out different sources of entertainment, which has given brands new opportunities to be creative. People want “to be taken out of the pandemic, not called back,” Perry tells me.

Having an ‘always on’ approach to social media is so beneficial, but it’s important to remember the real people behind the teams. Speaking of which, Perry says, “As an agency, we need to be responsive all day and all night, but we’ve worked hard to make sure that delivering great work doesn’t come at the expense of the well-being of the people. people.

Social media evolves so quickly that sometimes turning it off seems almost impossible, but it’s so important that agencies find the right balance. This is something that Tangerine is constantly working on. “After this last year, it has never been more important,” concludes Perry.

Being responsive on social media gives brands a huge opportunity to show their relevance and organically build a strong online presence. Finding the balance between proactive and reactive communication is essential for brands in the fast-paced online space.

What do you think of responsive social networks? Join the conversation on Twitter using #TheDrumSocial

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