It’s no secret that Disney is everywhere. Whether its TV, Radio, clothing or entertainment, Disney is there. One place that is particularly interesting with Disney is social media. They don’t focus on their social media outlets the way others do. Harrison Kratz wrote a piece on Social Media Today that highlights this. He points out three things that Disney does to quietly own their social media.
- “Likes” aren’t their goal
- They pull on heartstrings
- They understand the consumer cycle
I never really thought about Disney’s social media tactics. I will be honest, I follow them on Twitter and Instagram, but mainly because I’m a shareholder and I just love the company overall. This goes back to the idea of likes not being a goal. They have an audience, so they don’t need to push.
This past weekend I ran the Wine and Dine Half Marathon, and I couldn’t wait to Instagram my pictures from the run. I even hooked up my Twitter so that runDisney would post my times as I passed the checkpoints. I was utilizing Disney’s social media without even thinking about it.
What makes Disney’s social media so unique is that it has hundreds of different platforms. The parks have their own social media, so do the franchises the own, and even the movies have social media platforms. Mashable went inside the Disney Consumer Products (DCP) division of the Walt Disney Corporation, and examined their social media strategies.
One of the DCP does this is by being informal. Social media is not the place for traditional advertising. Users don’t want to seem like the company is trying to push a product down their throats. Building a relationship and causal conversation is more ideal. Another important aspect to keep in mind is that social media is everywhere and it changes how we communicate. Disney realizes this and knows it’s fundamental when keeping up with their fans. I know I think it’s magical when I get a reply or retweet from Disney.
Muffy Lavens 