{"id":21545,"date":"2018-08-01T09:21:13","date_gmt":"2018-08-01T08:21:13","guid":{"rendered":"https:\/\/fifteen-staging.fifteen.dev\/blog\/yorkshire-tea-a-brands-proper-use-of-social-media\/"},"modified":"2018-08-01T09:21:13","modified_gmt":"2018-08-01T08:21:13","slug":"yorkshire-tea-a-brands-proper-use-of-social-media","status":"publish","type":"post","link":"https:\/\/www.fifteendesign.co.uk\/blog\/yorkshire-tea-a-brands-proper-use-of-social-media\/","title":{"rendered":"Yorkshire Tea: A Brand’s Proper Use of Social Media"},"content":{"rendered":"

I was recently asked \u2013 what company do you think uses social media for brands effectively? Luckily, I wasn\u2019t put on the spot there and then and had time to consider my answer. You see, it became apparent answering this wasn\u2019t as simple as it first seemed. A go to answer would be those big brands with countless followers. But this is a common misconception; that likes (or followers in this case) equals success.<\/p>\n

\"social<\/a>

social media for brands<\/p><\/div>\n

Just because you have managed to bag yourself tons of fans, doesn\u2019t mean they are genuine. Are they engaging with your content? So actually, real business success on social media is much more than this. To elaborate I introduce Dom Dwight, Brand and Communications manager for Yorkshire Tea.<\/p>\n

What is the value of a \u2018like\u2019 or \u2018follow\u2019?<\/strong><\/h2>\n

\u201cDeep down most people know roughly what the value of a like is because they\u2019ve either got millions of people but nobody ever responds or they\u2019ve got millions of people who say stuff without ever being asked \u2013 because they are so engaged\u201d<\/strong><\/em><\/p>\n

Yorkshire Tea<\/strong><\/h2>\n

This leads me on quite nicely to the brand I chose to answer the leading question in this article; Yorkshire Tea. Pre-2010 Yorkshire Tea had got a reputation for itself. An old ladies drink, out of touch with modern society and younger people in general. The brand was well known, successful and shifting a hefty number of products per year. But its competitors \u2013 Tetley , Twinings and Ty-phoo for example were looking to move their brand forward and Yorkshire Tea needed to do this too. What they needed was a plan, one to shake the attitude towards and the connotations associated with their brand. Also, to acknowledge a progression in marketing, to a more digital age \u2013 where they didn\u2019t want to get left behind.<\/p>\n

In short, they were majorly successful in reinventing themselves. Their marketing strategy had a big focus on social media. Their approach was wise, having caution when it came to social media numbers such as the number of followers a company has. Their aim was gain genuine likes for their brand. How did they achieve this? One way, was to pay attention to the particular TYPE of content they were sharing.<\/p>\n

Non-product led content<\/strong><\/h2>\n
\"social<\/a>

social media for brands wider culture world cup and wimbledon<\/p><\/div>\n

Social media for brands often use content which is led by wider culture and events assure they look up to date and living in the very same moment that their audience is. In the examples below, Yorkshire Tea uses sporting events such as Wimbledon or The World Cup as the perfect opportunity to share some humorous content. Their content is looking to entertain (see Biscuit Domino Rally below) inform or educate, not to spam their channels and their fans with constant salesy product pitches. Essentially, they\u2019re looking at how they can provide value to their audience through the content they create and share. This approach looks to build a community of fans rather than just followers.<\/p>\n