Want to smell like a man? I’m not talking about body odor and beer. I’m talking about the refreshing scent of a manly body wash. Old Spice certainly wants you to. That is why they have invested so much in their marketing efforts.

Old Spice has taken the use of social media to the next level. Recently, Old Spice launched a YouTube viral video campaign, with their spokesman responding to comments left on the Old Spice Facebook and Twitter accounts. Each video included the name of the original user who made the comment or statement - most responses lasted 30-60 seconds. The Old Spice spokesperson even goes as far as smashing a pirate pinata with a freshwater fish in a video response made just for Demi Moore. The Old Spice YouTube profile has total upload views surpassing 59 million...not too shabby.

If you haven’t seen one of the Old Spice TV commercials , you probably live on another planet. If that is the case, you are probably more worried about your crazy neighbor parking his Corellian YT – 1300 freighter too close to your Naboo Royal Cruiser. Since we are on Earth, I will try and focus on what is going on with us boring Homo sapiens.

For a long time, social media represented a channel where your customers talked about your products or business, and you prayed that discussion was positive. Now, organizations continue to find and experiment with new ways to penetrate this channel and find new ways to interact with their target customer base instead of sitting on the social media sidelines.

However, before you jump into the “game,” make sure you stretch and remember these 3 things:

  • Use the dialect and language your customers are using. If Old Spice sent a formal press release responding to tweets and posts, the message would’ve been lost because of the way it was delivered.
  • Keep your communication short and to the point. Diatribes are meant for Shakespeare and your journal; meanwhile, your audience prefers frequency and freshness.
  • Keep the conversations going. Don’t try to stop them. Your tendency will be to resolve things, but whether it’s positive or negative, showing the interaction and attention is where you score brownie points with your audience. Facilitate and encourage additional participation and you will learn that much more about your audience.

Does your social strategy stink? Reach out to me to learn more about what we’re doing to help our clients cash in on social media…

Check out The Old Spice Experiment

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