Social Media Spotlight: Behind the Burner
For this week’s Social Media Spotlight, we are pleased to introduce Behind the Burner. Behind the Burner is a food based e-brand that focuses on bringing the tips, tricks and techniques of culinary masters, entrepreneurs and more to the masses with videos, recipes, blog posts and product reviews. The vision for this business was to educate and share experiences on numerous culinary topics, and that’s just what they did! We were lucky enough to speak with Kaitlin, the Social Media Manager, and gain insight to their marketing strategy. Let’s see how social media has helped Behind the Burner to reach their audience.
What social media platforms do you currently use?
What value, if any, has social media provided for your business?
K: I would never have been able to get Behind the Burner on the road to success without first making sure our hungry fans were fed. We did numerous videos, 2-3 a week, featuring national and international chefs, pastry chefs, small business owners, mixologists and more. All videos were posted to numerous video websites so that our brand traveled via the Internet to a lot of other countries, not just America. In fact, on YouTube the videos that did best were our tutorials on Spanish tapas that Divya filmed for a week in Spain. The best part about having a food site is that everyone likes to talk food, even to say, “I don’t like it”. We never fail to have conversations about baking measurements, fois gras do’s and don’ts, or the best vegetarian dishes for Thanksgiving. Truly, it’s like sitting down to a conversation with your mama in the kitchen and that’s what really helped propel our business: the familiarity of food.
Which social media platform works best for your business? Why?
K: Since we’re food tutorial based, using YouTube is one of our greatest assets. We are able to discuss recipes and chefs in the comments section, which is great. Twitter is a close second, as tips, tricks and techniques are easy to discuss, and is a great platform to use for giveaways.
How has social media impacted your business in terms of marketing and sales?
K: Behind the Burner did not drive a lot of sales as we weren’t into e-commerce, but marketing wise, Facebook was our greatest asset. The videos, blogs and other content that were posted had the most views, clicks or likes. The first thing most people do in their work day is log on to Facebook, so we tried to be there with them.
Do you have any advice for companies who are on the fence about social media?
K: Use it. There’s no better way to promote your brand than to make a fan page, Twitter account and perhaps a YouTube or Pinterest page. Visuals are the most valuable asset to any company, so make sure your camera is fired up and document EVERYTHING. Then post it so people can see what you’re up to; let them go behind the scenes and be a part of your company, not just a customer.
Is there any social media strategy that you would like to improve or do differently?
K: At this particular moment, not really. I feel that social media sites have grown so much that there is no right or wrong, only a particular way to do things. I guess if I’d have to choose my least favorite social media strategy, it’s other companies using fake logins to bring down or discourage other fans on Facebook. Anonymous abuse is a pet peeve of mine, but that goes for everything, not just promotion.
Behind the Burner is a great example of a company that has built brand awareness and a following through the use of social media outlets. Kaitlin could not be more correct when she explains that visuals are the most valuable asset to any company. Once you have a YouTube channel with content, it’s a great idea to share those videos across social networks like Facebook and Twitter for even more exposure. And of course, we always appreciate a company who gives their customers the opportunity to become involved with their brand. For more information on Behind the Burner, visit their website today!
Facebook vs Google Plus Round 2
If you are an avid user of today’s social media networking sites, you are aware of the battle between Facebook and Google Plus for the supremacy of the social network industry. In round one, Google released the first wave of beta testing to select individuals, to test out the newest platform in Google’s arsenal to compete with Facebook. So far, all the reviews have been great and it seems as though Google has one-upped Facebook in terms of innovation and ease for its user base.
Except, there are two problems. One: Google is still in the trial phase and has not gone live for the general public since it is a closed testing. Two: Facebook has just fired back a combination of hits straight into the heart of Google Plus - video chat and group chat.
Social Media Showdown: Facebook vs. Google Plus
It is safe to say that the era of MySpace is a distant thought in history. Few people refer to MySpace daily in today’s social circle, as Facebook has taken the thrown as top dog of the social networking world. Since then, it has seemed Facebook stood as king of the hill with no competition to challenge their rank in our hearts, until now. Google+ is the newest site Google launched to take back the title of “most viewed website worldwide.” Facebook now has a run for its money with Google’s vast following and exceptionally outclassed features. Has the time come where a new king will be crowned, or will Facebook merely adopt similar features in hopes to retain its user base?
We may all have an opinion, as I have read many bloggers disliking the +1 feature Google has adapted for its searches and results. Some may feel this is just a mere attempt to keep Google in good standings with its users due to all the concerns over their privacy practices. All could be true or false. If you take time to look into Google+ and what it allows you to do, you will see it is similar to Facebook, yet in an entirely different way.
Social Media Spotlight: The Collective Clothing Company
For today’s Social Media Spotlight, we will be featuring The Collective Clothing Company. Founded by Luke Schulze in 2008, The Collective is a lifestyle brand that sells a variety of apparel. From tank tops to hoodies, the clothing line features original designs, which are all selected by Luke himself. The Collective has used interesting marketing tactics in the past, including a pop up shop on Boston’s famous Newbury Street. We were fortunate enough to speak to Luke about the social media strategy behind his streetwear, skateboard and snowboard focused clothing company. Here’s what he had to say…
Social Media Spotlight: Send the Trend
The Social Media Spotlight is pleased to introduce a company that should be recognized by all fashionable consumers: Send the Trend. Send the Trend is a monthly membership accessories service created by Christian Siriano, Mariah Chase and Divya Gugnani. Once you have become a member, you will receive a customized accessory gallery based on a personal style survey. Once a month, you have the option to purchase new accessories for your collection. Send the Trend is in on trend whether you’re in need of some new sunglasses, an amazing scarf, earrings, bracelets, a statement necklace, rings, bangles or all the above. Kaitlin Lipe, the Social Media Manager, gave us some useful insight on how Send the Trend uses social sites to build and promote this e-commerce business.
The Webby Awards: Social Media Nominees
Do you love watching award shows such as the Oscars, the Grammys or even the VMAs? It’s time to tune into a different kind of award show this year – the Webby Awards. Started in 1996, this award ceremony celebrates the excellence of web experts, businesses, creative celebrities and visionaries across the Internet. This year, you can find nominee categories for interactive advertising, online videos, mobile apps, and viral marketing, to name a few. But among all of these intriguing categories, let’s take a deeper look into the 2011 social media contenders and give you a better idea of how innovative the industry is. From video and creative design sites to a social network for the deceased, we’ll cover it all.
And the social media nominees are…
Tsunami Devastates Japan: How Social Media Reacted
If you are an active user of social media sites, there is a good chance you are fully aware of the natural disaster, an 8.9 magnitude earthquake that has occurred off the coast of Japan early this morning. The impending fear of a tsunami heading towards the western coast of the United States has disaster relief efforts on high alert. Our prayers go out to all the friends and family members of people affected by this disaster.
Social Media Enables Social Isolation
Before you read this, ask yourself this, “Do you find yourself using social media an hour or more per day to interact with peers?”
You may suffer from social isolation.
Today’s society has been bombarded with social media platforms and apps to further isolate the individuality of a person. The days of grabbing coffee and having simple conversations are ancient history. Why waste time traveling to have a conversation that we can easily have sitting in the comfort of our homes, wearing PJs and snacking on junk food?
Why Facebook Won’t Fail Like Myspace
Though the site is still in existence, Myspace has rapidly dropped off in terms of popularity over the past few years, mainly due to the reign of Mark Zuckerberg and Facebook. Myspace users have gone down, views have gone down, and its community recognition as the leading social media site is nothing but history, at this point. The new social media giant, Facebook, shows no such signs of slowing.
Mark Zuckerberg seems to be much more business savvy than we give him credit for, at least more savvy than Myspace President Tom Anderson. And if it is not business sense that separates the two men, it is most certainly their connection to their audience that differentiates them. It’s because of this that Facebook just does not seem like it will fall apart, like Myspace did.
The reason for Myspace’s failure seems to be that they did things backwards. Myspace seemed to care much more about monetization first, and then their social community second. Due to this, Myspace snagged an initial $900M deal from powerhouse Google, but wasn’t able to hold an audience with much effectiveness. Facebook, on the other hand, focused on their community engagement and happiness first. They made sure their designs promoted social activity and communication, and kept advertisements away for as long as humanly possible.
In return, Facebook’s users have stayed loyal to the Facebook brand. Zuckerberg has procured a stream of revenue through this strategy, while Myspace took the dive due to its greedy ways. As long as Facebook continues to put its users first, we have only seen the beginning of what it can accomplish.