Jun 11 Colgate Smile: A GOOD Example of Social Network Engagement
Before I go further, I just wanted to say that I realize that I often point out companies whose social media efforts fail or fall short. It’s a character flaw, I promise. But, I really think it is because every time I take the time to dissect a campaign, I learn a little bit more. 🙂
However, today I thought I’d break my pattern and share a pretty GOOD example of social media engagement (yes, I do try to do that from time to time). Let me preface this by saying that I found this example organically within Gather, where the community is a little more open to marketers participating in the conversations. This being said, this same approach used in another network could be viewed negatively by the readers or community moderators (A reminder: every network warrants a tailored approach to engagement).
First off, the company involved with this effort is Colgate. The fact that I know that, shows that a) They understand the need for transparency and authenticity and b) they understand the importance of branding.
What they have created is a profile page entitled, “Becky E. Colgate Smile“. (It’s a little clunky of a username, but it accomplishes what it set out to do, and actually Gather names tend to be this way so it could have been intentional.) To sum up why I think this effort works, I’ve compiled the following list:
1. It is dynamic. The moment that you look at the page, you realize that Colgate didn’t create the page to sit stagnant: their efforts within Gather are frequent and ongoing. They may not hit every day with activity, but they have made a valid attempt since its inception to inspire activity.
2. It is approachable and interactive. Becky’s role on the network isn’t to plaster the network with Colgate spam, but to give back. Sure, she promotes things like the “Colgate Smile Contest”, but she also writes many interesting articles on specific oral hygiene concerns like, “Bad Breath 101” and “Tooth Sensitivity”. As a result, she has generated positive awareness of Colgate, and organically acquired around 160 friends in around 3 months of activity (a rate that shows that Colgate understands the value of growing a following).
3. It is human. Instead of pushing corporate information into a profile designed for humans, Colgate allowed Becky to post relatively personal information. The result? You almost feel like you know Becky. I think this was an important move because it makes it easier for Colgate to really connect and hold conversations with its audiences. And now everytime I go to purchase toothpaste, I’ll be reminded of Beckyâ€¦. now that’s powerful.
Also, I’d like to add that this particular effort by Colgate seems to be unique to the Gather community, which indicates that Colgate put some thought and strategy into the actual selection of this network. From what I know of Gather, it seems as if they must have based the selection of this network on the target audience, objectives of the campaign, and the high level of interaction and participation of Gather members.
Overall, I think this is a great move into social media by a big brand. What are your thoughts?