It's that time again, folks! Another Social Media Marketing class is in full swing! So stick around, grab a cold one (or, a hot one in my case -- a classic Hot Toddy to sooth my ailing throat). Let the hashtag talk and follower fodder begin!
I love HelloGiggles--mostly I love Zooey Deschanel: a delicate exterior with a rough-and-tough, take no prisoners, hell hath no fury, devil may care kind of comedic genius. I’m 26, and that’s what I look for in a Lifestyles website when I’m in the mood to tickle my brain with a good editorial or two.
I’m visiting HelloGiggles to report about their Social Media efforts, and I’m seriously unable to keep myself from being distracted. But it’s not just a website for reading content, it’s hub designed for connecting fellow women in a constructive manner. It exists to share content, and learning from one another. When a company’s core value is to be constructively social, their methods, platforms and processes need to be considered very closely.
While they technically deem their website “for women of all ages” (ages 13 - 35) content-wise, HelloGiggles seems to cater to modern professionals (20-30 year old women). Running the gamut of social platforms -- Facebook, Twitter, Youtube, Instagram, Pinterest, and Tumblr -- HelloGiggles strikes me as attempting to garner viewership from every age. Highly social, frequent internet and app using teenagers are likely to interact on several different platforms (at once), as opposed to sticking to the more straightforward microblogs and Facebook. The true methodology behind this multi-platform approach seems to simply the site’s foundational heart: being social.
RookieMag has a similarly modern appeal. It’s a no-nonsense, nitty-gritty honest voice for young girls. While it has an “I’ll help you through this horrible part of life” vibe that’s strictly teen-aged, who can’t relate once in a while to craving some painfully honest content? RookieMag considers itself an online Magazine, and while it doesn't share the same extensive and reaching social core of HelloGiggles, it has some pretty mature contributions and contributors.
RookieMag uses only Twitter, Facebook and Tumblr. Could they branch out and use more? Probably. Rookie’s Twitter account has a slightly disappointing roughly 57k followers, verses HelloGiggles 136k followers -- rather notably, these companies are of similar age. RookieMag could stand to do a bit more extensive social media efforts -- a true-blue campaign could do wonders. RookieMag's interaction isn't dismal, just different. Rookie deals with topics that may be embarrassing for younger readers to be open about sharing. That said, I do think increased visibility should be on their to-do list -- possibly a campaign aimed at "social anonymity" encouraging viewers to contribute through exclusively anonymous channels?
One final thought on room-to-grow, RookieMag was founded by a teenage fashion blogger, while the co-founders of HelloGiggles were high powered producer Sophia Rossi, writer Molly McAleer, and of course actress Zooey Deschanel. It's important to remember that names have following power, even without social strategy.