To explore the wide range of experiences and opinions within the digital business world, we’re running a series of interviews, ‘A Few Minutes With…’.
Today, we’re speaking with Gibson Guitar UK and Gibson Acoustic USA’s Olivier Behzadi, who acts as Social Media and Brand Consultant, and Director/Executive Producer for Filmed Content.
Could you describe your company’s activity on social networks?
Largely engagement, fun posts (funny/extraordinary photos, videos), reposts of fan guitars, cool bands, new models, news. Content created by Gibson, i.e. festival and activation video clips. Reading, researching and scouring the web for interesting stuff to post is a must.
Are there elements of your business now that would not have been possible without social media?
Direct communication with your brands/business’s fans, letting them know that you’re listening, liking what they like, answering problems, queries and direct marketing.
How has your relationship with your customers/clients changed with the dawn of social media?
Being taken more seriously, and not being mistaken for a sales bulletin board! Facebook, Twitter and YouTube are now a given. Social media is more integrated into the brand message, with brands understanding what social media actually is (i.e. not a sales tool or billboard). That has taken a while – but still metrics and analysis remain.
Which social media campaigns or accounts have really caught your eye recently?
Sonisphere Festival / Kilimanjaro UK impressed me. A dedicated team on-site pulling in content from photographers and video makers live throughout the festival – 100s of photos uploaded. This level of output is expected by the festivals fans, so engagement is focused to Sonisphere’s Facebook page and nowhere else.
What have you found to be the most positive and negative aspects of using social media for your business?
Positive – It’s easy, I’m a communicator and very social, and love new things. Social media fits into my mindset.
Negative – Reports! Breaking down posts and analysis into coherent language!
What advice would you give to businesses looking to improve their social media activity?
Understand who you’re talking to, what they’re interested in, why they ‘liked’ your page, what makes them laugh, engage – most importantly what will keep the looking out for your posts. Understand that a tiny percentage – less than 10% of people that ‘like’ a brand will ever interact with it. Understand Facebook’s Timeline – post often and when people are in front of computers! Understand the way Facebook’s algorithm works – a post will typically reach a small percentage of your fans, shares and likes will expose you to a greater percentage of your own fans. This is designed by Facebook to compel brands to buy ‘Boosts’, these enable you reach beyond your own fanbase. Do not buy ‘likes’ – fake likes boost your fan numbers but are all in far-flung parts of the world. They will not engage with your brand beyond ‘likes’.