Duck, Duck, Goose, Share!

WoodWing

Reaching your audience through the crowded, non-stop virtual supermall we call Facebook, you have to continually engage and surprise them. With the right balance of traditional brand reinforcement and the spontaneous X factor, you can maintain and grow relationships with followers and secure new viewers in the land of Facebook, as well as other popular social sites such as Twitter and Instagram.

Here are four tips that can help a personal brand stay relevant and buzzworthy on social media:

In the case of RUN DMC’s Facebook page, one of the most successful posts (with more than 9,000 likes and 500-plus shares) was a hand drawn pencil sketch of the iconic group. This came after four music-related posts, one of them being promotional for an upcoming concert.

The sketch looks strikingly different from the more polished posts preceding it, lending a special magic to the post: newness. It was a refreshing change within the feed, and it was appreciated subconsciously by the audience.

Being creative and breaking out of the box never hurt, either. When leveraging Facebook’s profile picture dimensions personally, I was able to create the illusion of reaching over the confines of the photo, and literally picking my friends from their thumbnails. This type of post stimulates the natural creativity of your viewer, and is likely to be shared and gain traction.

I’ve had similar success with outrageous Instagram posts, where it appears as if I’m reaching over the border and clicking the “Like” button. That video has garnered me more than 1 million views and thousands of followers by being shared on various popular feeds such as @lolvines.

The moral of the story is make consistency the rule, but break that rule at regular intervals with surprising original content that provides variety. Your audience will thank you.


Adam Padilla is Chief Creative Officer at BrandFire, a NYC creative branding agency.
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