Your primary engagement strategies?
With all of our online activity, our aim is to recreate the community gathering experience of Shake Shack in a virtual space through beautiful photos and warm, lively banter. We strive, all day long, to create a constant digital dialogue with our guests by listening closely and responding quickly. We want to cultivate a two-way conversation rather than talking at or explicitly selling to our fans.
Your favourite Social Media Marketing tools?
I?ve been a long-time fan of Buffer from a personal standpoint. I also like Simply Measured for analytics and Latergram.me for scheduling Instagram posts. TweetDeck?s a solid standby for free Twitter monitoring.
Your biggest prediction for Social Media Marketing?
It?s hard to make accurate predictions for how anything will evolve in this space since it?s constantly changing and morphing?which is what makes it an exciting place to work and play in. But it?s clear that the one-on-one, personally tailored experience is where all social communication is headed. No more blasting from the marketing megaphone; we need to be thinking about customizing on a person-to-person basis and meeting people where they?re at, on their terms.
The next up-and-coming social media platform?
Snapchat?s just getting started. It?s becoming the new TV! It?ll also be interesting to see what happens with live-streaming, now that Facebook?s putting so much stock in Facebook Live. It?s intriguing to see our Periscope following increase month after month even when we?re not posting that frequently. I think there?s a lot more fun stuff to come with all live-streaming platforms.
Will SMM become increasingly pay-to-play?
Unfortunately, we?re already there with a few of them, much more so over the last year.