The Top 3 List: Brands using social media

By Carolyn Kiser

As brands start experimenting with social media tools like Facebook and Twitter, many of them crash and burn. Companies recognize the benefits of using social media to develop a conversation with their customers, but few have learned how to converse. The most effective uses of social media marry some customer interest with brand relevance. It is about creating meaningful connections. Even if you only have 14 fans or followers, as long as you are engaging those customers in an authentic way, you are using it successfully. With social media, it is about quality, not quantity. And if you get the first part right, more than likely the number of fans will likely follow.

The following is a list of my top three social media brands because they just get it.

1^st Place: Whole Foods Market

The upscale supermarket just does it right. They appreciate each channel from Flickr, to Facebook, and Twitter and use them appropriately. Comment on their post about fathers’ day and be entered to win a $100 gift card or are you curious if they carry Liz Lovely cookies – tweet the question and they will let you know. This is a great example of customer dialogue and brand engagement.

Runner up: Aflac

Who would think the Aflac duck could have more Facebook fans than pop icon Paris Hilton or as many as mega star Angelina Jolie? With over 100,000 fans, the duck’s quacks get hundred of thumbs ups each day. And through their feathered friend, Aflac uses just the right amount of self promotion – posting a new TV commercial or talking about the Nascar race. The question is, does he write with his feathers or his beak?

2^nd Runner up: Zappos

Not surprising, the customer-focused online shoe retailer has made this list. The brand that is authentic to its core understands their customers and how to talk to them. The retailer isn’t always tweeting about shoes or their company; they are using Twitter as another customer service tool. But CEO, Tony Hsieh tweets range from shaving his head and MTV to adapting a successful corporate culture.

Honorable mentions: Other notable brands/people/media who have grasped social media are (in no particular order):

Burger King, Southwest Airlines, Jet Blue, Michael Phelps, Barack Obama, Starbucks, Perez Hilton, and Ellen Degeneres

What is the one thing these brands all have in common? They are authentic. It’s that simple; they have strong brand identities and understand the importance of using social media as another way to communicate their brand to their customer/supporter/fan.

Do you know of any brands using social media effectively? We would love to hear your thoughts!