Over 3.5 billion users access social media platforms daily, making this an unavoidable marketing focus for all modern day business. Effective social media marketing is much more than posting regular content. Defining key, focused strategy and utilizing distinct platform optimization has became a meticulous task that can vary vastly per brand. Simply put, copying a successful social media page may not emulate the same success for your own brand.

At Mäd, we have undergone many branding and rebranding processes. We understand the core values behind brand guidelines and how to navigate a business through social media channels, to effectively communicate with distinct, consistent tone and content.  

The Brand Guideline - Bring Your Brand To Life
A brand is definitely intangible. And because it is intangible, any brand would require a set of rules or guidelines on how it is expressed, used and applied across different media.

Our intelligently designed social media strategies utilize revolutionary technology tools to structure campaigns, content and adverts to build brand awareness whilst highlighting opportunity for leads. Understanding that up to three quarters of the social media users utilize their platforms when making a purchase decision heightens our focus on maximizing campaign effectiveness. Studying competitors, we learn from their successes, adapt against their weaknesses, and innovate towards a unique market space to attract positive engagement,

Roughly 45% of the population use social media, with the percentage continually rising. Breaking down demographics into generations, we see that 90.4% Millennials, 77.5% of Generation X, and 48.2% of Baby Boomers are active social media users. On average, users spend 3 hours per day on social networks and messaging platforms, giving businesses customer engagement opportunities on a huge scale. Brands are shifting their advertising budgets, and general content efforts, away from traditional efforts as 73% of marketers find their social media marketing to be effective.

There is no singular template for guaranteed social media success.

There are guidelines, ideas, theories, case studies and suggested criterion, but ultimately no business is alike.

Therefore, Mäd focus our energies into bespoke social media strategies based on a solid understanding of our client and their field. Whether you need your brand to communicate effectively across one particular platform, or all major options, our team will plan a tailored strategy to realize your goals.

Useful Statistics.

• 3.5 billion social media users worldwide.
• Facebook is the most popular social media platform.
• 90.4% of Millennials, 77.5% of Generation X, and 48.2% of Baby Boomers are active social media users.
• Users spend an average of 3 hours per day on social networks and messaging.
• 73% of marketers believe that social media marketing has been “somewhat effective” or “very effective” for their business.
• 54% of social browsers use social media to research products.
• 71% of consumers who have had a positive experience with a brand on social media are likely to recommend the brand to their friends and family.
• 49% of consumers depend on influencer recommendations on social media.
• 500 million daily active Instagram stories are uploaded worldwide.
• 91% of all social media users access social channels via mobile devices.

Find The Right Platform.

Not every business needs to be dancing on Tik Tok, and not every brand needs to be flourishing with images on Instagram. The most important question to consider is "Where does my target market hang out?".

There are many giants of social media, yet quality always trumps quantity. Don't spread your message thin on thirty platforms, when perhaps your key audience can be defined to just a handful of ideal channels. Thinking outside the box can be useful, but take the time to do your research and ensure your efforts are pushed in the right direction. For example, for strong corporate and professional brands, you may find that LinkedIn and Quora are worth tenfold more than the casual mass mobs of Facebook, Twitter and Instagram.

Each platform varies, so consider how your social media planning should vary to appropriately reflect each channel. A simple example is the tone you use, the amount of humour appropriate, and even what medium you'll tell you story (picture, video, animation, text, speech, etc).

The quickest route to success? Advertising.

Simply put, social media platforms have created complex algorithms that encourage brands to pay per view/click. If you want your brand, and your messages, to be seen on mass or by the right people quickly, advertising will get you to your goals fastest.

Why? Because great organic content is a challenge - building communities takes time. Investing in intelligent adverts speeds this process up, and most social media channels have highly expansive options for defining your perfect target market. For example, in a recent Ad campaign for a client, we targeted Android phone users aged 18-31 living in a particular part of the city, with the tendency to eat out at restaurants regularly.


Emarsys, 2019.
Pewinternet, 2018.
Globalwebindex, 2019.
Buffer, 2019.
GlobalWebIndex, 2018.
Fourcommunications, 2018
Lyfemarketing, 2018.

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If you would like to #workwithmad then send us an email at hi@mad.co and let's Make It Happen.™