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Keep an Open Mind Successful social media campaigns all have a number of things in common – effective social listening and being receptive to collaborators are some of the key ones. But what if those collaborators are from a different company entirely? Luz Bickert, Senior Social Media Manager at Chili’s, and Melissa Rivers, Director of […]
Keep an Open Mind
Successful social media campaigns all have a number of things in common – effective social listening and being receptive to collaborators are some of the key ones.
But what if those collaborators are from a different company entirely?
Luz Bickert, Senior Social Media Manager at Chili’s, and Melissa Rivers, Director of Social at Mattress Firm, discuss how they successfully navigated a collaborative social media campaign for April Fools’ Day.
Is it best to thoroughly plan these joint exploits or make decisions off-the-cuff? How do you make decisions without a conflict of interest? Do you plan to go viral or just put all you can into connecting with your audience?
Find out the answers to these questions and more in this episode of Social Pros.
In This Episode:
- 4:21 – Luz introduces herself
- 5:02 – Melissa introduces herself
- 6:46 – The audience reaction to their social media collab
- 9:50 – The early stages of the Chili’s-Mattress Firm collab
- 13:39 – How the fan reaction felt
- 16:41 – How they responded to fans after the collab
- 19:36 – How other companies responded on social media
- 21:45 – Engagement goals and metrics
- 25:05 – The do’s and don’ts of social media collaboration
- 29:13 – The benefits of human social listening
- 33:46 – Luz and Melissa’s advice on how to become a social pro
Quotes From This Episode:
“We talk about getting in with trends. We talk about knowing our customers and really understanding our fan base. If we're not able to post freely, do we really understand what makes them tick?” Share on X
“Instead of focusing on virality, it’s about just continuing to have moments of connection with your audience. And through all those moments of connection, it amounts to something much better.” @luzinfante
“I think really making sure you’re listening to what is happening out there is super important.” @Melissa Rivers
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