Digital Playbook: Social Media. Managed.

Chad Howard


People crave connection on social media, and the companies that create authentic connections with their customers will thrive — but it’s becoming harder than ever.


Brands Need an Authentic Voice:

Social media interactions between brands and consumers used to primarily consist of short scripted replies to public comments, but times have changed. To effectively connect with audiences on social, brands must find an authentic and approachable voice that encourages consumers to start organic conversations. Responses must be timely, personal, and consistent with the company’s voice to ensure customers don’t feel like they’re getting replies from a script.


Social Is a Participatory Newsroom: 

Audiences are passionate about being a part of the stories of their time, so brands need to have a newsroom mentality to stay on top of trends. Consumers generally welcome brands that get involved from the start by offering timely, relevant content. By contrast, brands that push out content later are more likely to be ignored or even mocked.


Involve Your Audience: 

95% of in-house marketing teams said they find creating engaging content to be one of their biggest challenges. At TOPS Digital we can reduce your workload and increase credibility by allowing us to create and develop content or by inviting consumers to submit user-generated content (UGC) in the form of photos or videos. UGC improves performance on every digital marketing channel and increases time spent on websites, email click-throughs, and online purchase conversions. Also, you can consider letting TOPS digital host a social contest tied to a brand campaign or product launch to boost your digital customer engagement.


Why use social media:

• Building brand awareness and gathering insights

• Driving engagement and participation

• Generating social conversions and sales leads

• Deliver superior customer service


Set Measurable Goals

• Metric: Audience Size- Fans/Followers

• Why it Matters: Shows how many people are willing to engage with your brand

• Sample Goal: Increase your following and engagement by [insert number here]

Once you have established a following of consumers that are engaging with your brand, it’s then important to create content that they want to see, otherwise they will unfollow you.

When developing content make sure you are speaking in your companies tone and voice to make sure they know they are getting this content from a real person and that you care about their interest.

We’ve been working with Kitchen Concepts for the past 3 months, managing their social media and paid social. Here is what our client is saying about our partnership efforts: “Over the past 3 months we’ve had the pleasure of partnering with Chad & Lindsey at TOPS Digital. We’ve been able to contribute 30 leads back to their organic and paid social efforts. That is 10 qualified a month for new kitchen or bath designs! They are about to launch our new website and additional digital tactics, and we can’t wait to see our continued success.”