Why the Consumer Experience Matters Most

By Roly Gonzalez It’s common to hear people talk about the need for engaging content or eye-catching images on social media. While these components are certainly necessary, they only tell a portion of the story. Social media is truly an immersive experience—and that’s where your focus should be.

The best brands on social media excel in this space because of their commitment to the overall consumer experience. Their brand identity, content, images, videos, and tone all work together to consistently provide their audience with an experience that adds value.

Let’s look at Coca Cola, one of the most popular brands on Facebook, as an example. In addition to having an instantly recognizable brand (which helps A LOT), it has created an environment on social that is more focused on the experience of the fans than selling cans of soda. The page’s description (“The Coca-Cola Facebook Page is a collection of your stories showing how people from around the world have helped make Coke into what it is today.”) sets the tone, expressing a focus on the consumer’s impact on the company versus what the company provides to the consumer.