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How to unlock the maximum return on social content
Journal of Digital & Social Media Marketing,
10
(2),
103-115
(2022)
Abstract
In today’s digital world, brands require timely ingenuity in order to thrive. Consumers demand continuous content, entertainment and information, when and where they want it. They rule the social media landscape and dictate how brands conform to it. This paper examines how consumers’ behaviours have changed over the years and in turn, driven changes in the social space and how brands must play within it. It also shares the story behind how one consumer packaged goods brand — Ocean Spray Cranberries — unlocked the key to efficient and effective social media content.
Keywords: social content; social media marketing; social media strategy; creative development; effective social media content; efficient social media content; channel differentiation; maximising content lifespan
The full article is available to subscribers to the journal.
Author's Biography
Michelle Dougenik is the Content Strategy and Development Manager at Ocean Spray Cranberries, where she leads the strategy and creative development of consumer-facing content, both paid and owned, for its domestic channels. Over the past seven years, Michelle has grown Ocean Spray’s social media presence to approximately two million combined followers and brings to her role over a decade of integrated marketing experience, with a heavy focus on social for both business-to-business and business-to-consumer models.
