How to Leverage Language Insights to Achieve More Engagement for Your Brand


Social Media Week

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Every day, ideas, thoughts and conversations from millions of people all over the world are shared online. The words and images in these conversations are the gateways to understand what motivates audiences to try products, buy items, and ultimately tell their friends about them.

David Richeson is the Chief of Innovation and Influence at Marina Maher Communications, a full-service agency, engineered for the modern marketing landscape. At #SMWNYC, David explained how third party conversations and content can be amplified by brands.

For example, a Tweet from someone with just two followers can become valuable content for a brand if it’s praising the company or their product.

David expands upon this point in this video from February’s #SMWNYC conference.

Brands need to focus outwards not inwards

One of the most popular examples of this social content strategy was Gillette, which promoted Tweets from random individuals praising their razors, and criticizing new-age razor company, Dollar Shave Club.

This approach is similar to what David discussed, but ultimately missed the mark because rather than focus primarily on themselves, Gillette received backlash for “bullying” Dollar Shave Club.

The strategy is noteworthy though, and in David’s session, “Words of Wisdom: Advanced Text Analytics and Strategies that Influence Consumers,” he explains how listening, language, and online conversations can help brands find new ways into the consumer vernacular, and even their hearts, if done properly.

Perhaps if Gillette focused on Tweets that solely celebrated their razors, instead of ones that criticized the competition, they would have hit a marketing home run. Instead, we can learn from their mistakes, as well as David’s important lessons on content and social analytics, to earn the trust of consumers, learn about what they value, and help them out by providing answers to their questions and needs.

Further analysis and commentary from David’s #SMWNYC talk

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SMW Staff

SMW News, Social Media Week

@socialmediaweek

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