Notes from WELD's Laboratory
Focus on Facebook
Social media is about community.
Curating and managing that community? It takes a deep focus that comes from deep roots.
Let me explain:
Outdoor-minded people get on Facebook because they like to share.
But not just anything.
They share real-deal, authentic outdoor experiences.
Those are the ones that make them who they are, in the places and with the brands they most identify with.
Now Add A Layer
Sure. That’s what everyone does on social media, right?
Well, yes and no.
Outdoor communities are different because the authenticity piece is … so … core.
Chuckle if you want. It’s true.
And that simple truth is at the heart of building social platforms for outdoor brands.
Translating Passion Into Social
Talking in social media is the same as talking at the crag. Or the put-in. Or on the lift.
You have to know your shit.
Not just about lifestyle, but about how the platforms where you’re building communities actually work.
You have to know how to speak in them, and what their voices sound like.
Deep Focus: Here’s Why
Promote too much? You’re beating people over the head. Too little? Your page looks dusty.
Use a smiley face with a nose? You’re over forty.
I’m not making this up.
Big, awesome updates about the product line you’re launching and how you took it to the mountain and everyone loves it and it’s got twice the goods for half the price and all the people you’ve shown it to have shared it with their friends?
(Stands for “Too Long; Did Not Read.”)
A picture gets more engagement than a video that gets more than audio that gets more than text.
But did you post it during high traffic? And was that the right move? It matters.
How are you responding to the people that connect to your stories? And are you seeing all of them?
And on and on.
If you can’t dedicate people and resources to your social platform, don’t do social.
It’s a waste of time that, in the end, will hurt your brand.
Look for deep focus and deep roots.
They’re what make building social platforms successful.