Interview with Claudia Naim-Burt, Head of Content, Framebridge
Framebridge is an online custom framing company and the easiest way to custom frame all the things you love. Visit Framebridge at www.framebridge.com to start framing.
Q: Claudia, Framebridge has a very engaging Twitter feed filled with compelling content. Can you tell us a bit about your social media strategy in general?
A: Absolutely! At the core of everything we do – as a business and as marketers – is the customer. And you’ll notice this in our social media strategy, in that 70% of our content is shared user generated content (UGC). We’re so lucky to have a product customers are proud to show off, and we’ve seen that sharing their spaces with our larger audience inspires others in their design and purchase decisions.
Beyond that, a few key tactics: we’ve invested heavily in photography for our own content, we are disciplined about analyzing our key performance metrics, and we’ve tried to test and learn what kind of content works best on each social channel. (Spoiler: peonies and puppies work well for us on every channel.) Lastly, we treat social media as a second line of customer support, knowing that customers often comment on our posts with framing and ordering questions.
Q: What are some learned and tested Twitter content strategy ideas you swear by?
A: Pin down your brand voice. This is true across all of your promotional and marketing efforts but is especially relevant on social media. Decide who you are who you are not, and then craft your tweets and replies based on this guiding structure.
Be timely! You cannot draft tweets for each day, schedule them, and close your eyes. You should seize opportunities to tie what you do to current events, social trends and fun topics. The goal with this, of course, is to drive engagement and conversation with your followers – whether they are existing or future customers!
Make sure your Tweets are varied. Play with calls for feedback, asking questions, using photos, and driving to other pieces of content. Ultimately, you will find what resonates most with your audience on Twitter (and can hone that). This variety is key in keeping your audience engaged and your social media team learning.
A: Help us understand the part good design and visuals play in your Twitter content strategy. Any tips for companies who want to infuse good design into their Twitter account?
Q: Design is core to everything we do at Framebridge – from how we merchandise the product, to how customers engage with our team, and how we share Framebridge frames across all of our promotional channels. On Twitter and other social channels we want to showcase our frames in every type of space and in every type of style, and photography is how we do that. Ultimately, showcasing your product or service beautifully allows your followers and customers to better understand what you do. Truly, the power of strong photography for Framebridge and other consumer internet companies cannot be overstated.
Of course, photography works for us because we have a beautiful, visual product. If you are in more of a B2B, software or service company, the key is understanding the visual element of social media and identifying how you can connect that to your business. If your team deals more with data and best practices, think about investing in graphical treatments that can convey your key insights and capture your audience’s attention. Think about using graphics to demonstrate customer testimonials and make them more likely to get noticed and shared. Twitter is so much more than text - take advantage of the full possibilities of the channel to create more engaging content, no matter your industry and audience.
Q: What three pieces of social media advice would you give startups of all stages, geographies, and focus areas.
A: Invest in creative. See above :)
The richest content is goal oriented. A few questions to ask yourself as you draft social copy: Does it help build a connection with the brand? Does it deepen engagement around that connection? Will it drive a sale? The key here is to draft your content – whether that’s the tweet or the blog post you’re driving to from the tweet – with a goal in mind.
Analytics is key. A professor of mine used to always say, “If you cannot measure it you cannot manage it. If you cannot manage it you cannot improve it.” The key is to test, analyze and then test more. If you don’t study your engagement and performance numbers on social media week to week you’ll miss out on trends that will help you grow your following, your engagement and, ultimately, your business.
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