As part of the ongoing Mashable Awards, we’re taking a closer look at each of the nomination categories. This is “Must-Follow Brand.” Be sure to nominate your favorites and join us for the Gala in Las Vegas! Sponsorships are available. Please contact sponsorships@mashable.com for more information.
Over the course of this year, we’ve seen a lot of great game-changing social media campaigns, from the Emmy-Winning Old Spice Guy YouTube videos to the Ford Explorer Facebook Reveal.
While campaigns like these get us excited, many of the brands behind these social media successes are still on the road to maintaining a consistent social presence, above and beyond a one-hit-wonder promotion. There are a handful of brands, however, that continue to awe us with social media wins one after another, while incorporating their communities and core brand values, and actively participating across multiple platforms, including Facebook, Foursquare, Twitter, and YouTube.
In appreciation of engagement, innovation and longevity, here are five of our top picks for must-follow brands that just know how to use social media. Let us know which brands you enjoy following across your various social platforms in the comments below.
1. Starbucks
Why Starbucks Rocked This Year: As the most-”Liked” brand on Facebook and one of the top 10 most followed brands on Twitter, Starbucks has proven it’s social media savvy. It has continued to launch new campaigns and engage followers along the way. And it continues to source ideas from its custom social network, My Starbucks Idea.
But how many brands can say they’ve actually driven sales and store traffic? Starbucks is one of those brands that has measured real value. During its Free Pastry Day, Starbucks logged more than 1 million visitors to its stores and attributed the success to digital and social spaces.
We especially loved Starbucks’ grasp of Foursquare. Throughout this year, Starbucks teamed up with Foursquare to offer a badge and a sweet mayor deal.
Why You Should Follow: Starbucks continues to push the technological envelope when it comes to the digital and social spaces. This year it rolled out the Starbucks Card Facebook app, where users can buy their friends Starbucks via Facebook, and it announced the store’s digital network, an exclusive content network curated by the company and designed to enhance the customer’s in-store experience. We have a feeling that the fun has only just begun.
2. JetBlue
Why JetBlue Rocked This Year: Last year, corporate communications manager Morgan Johnston told Mashable, “Our goal would be to make ourselves available, help whenever possible, and to show that our brand is built by real people who care about our customers.” Johnston was discussing JetBlue’s Twitter strategy, and we’d have to say it looks like it has had success in being there for its customers. Taking a look at the JetBlue Twitter stream, you see a mass of responses from the airline to inquiring followers — that’s what social is all about. Even with the occasional flight attendant snafu, the company manages to handle the social space well.
We also love all of the flight deals that JetBlue shares via Facebook and Twitter. We’ve read over and over that one of the top reasons why people follow brands via social media is that they want inside information on promotions and deals. We’re always tuned in to what JetBlue has to say, even if just for the limited offers on All-You-Can-Jet passes that pop up every now and then.
Why You Should Follow: Flight deals — get ‘em while they’re hot! Thanks to social media, and especially Twitter, the latest All-You-Can-Jet offer sold out in 36 hours. You’ve got to be on the ball these days if you want to get a great flight deal. Social media is the way to go, and JetBlue is one of our favorites.
3. The History Channel
Why the History Channel Rocked This Year: While a ton of brands jumped on the Foursquare bandwagon this year, we were especially surprised with some of the media and entertainment brands that got onboard. The History Channel was one of those surprising integrations that provided a lot of value and enhanced the Foursquare experience.
Typically, Foursquare tips are used to uncover insider information when you check in to a venue. The History Channel rethought the concept of the tip and began providing unexpected history lessons that were tied to locations. We love that the company innovated and built upon its brand’s core competency.
The History Channel’s other social media properties, including YouTube, Facebook and Twitter, also built on its competency by serving history lessons. One of my favorite features is the daily “This Day in History” update that goes out on Twitter and Facebook.
Why You Should Follow: Get your education on! The History Channel doesn’t have to try to hock products because what they offer is compelling enough — knowledge. It’s cliche, but true: Knowledge is power. Enough said.
4. Whole Foods
Why Whole Foods Rocked This Year: Whole Foods takes the cake for having one of the most expansive and inclusive social media strategies around, making it one of the top enterprises using social media. The company encourages individual stores and regional areas to create their own Twitter handles for a more niche customer experience online, and it even fosters topical tweets on subjects like wine and cheese. At our latest count, the company had nearly 300 niche Twitter accounts. That’s dedication.
Besides an amazing Twitter presence, the company also runs a Facebook Page and blog — both of which host recipes, health tips and company news updates, especially regarding its social good efforts.
Why You Should Follow: If you’re a Whole Foods junkie and want/need local updates on your neighborhood Whole Foods store, the company probably has a Twitter handle for you to follow. Furthermore, no matter where you live, you can always get great recipes from the company’s blog or Facebook Page, or even the automated Twitter handle dedicated to recipes. While Twitter is all about interaction, sometimes an automated feed with valuable information can be a great resource.
5. Dunkin’ Donuts
Why Dunkin’ Donuts Rocked This Year: Dunkin’ Donuts is all about highlighting its customers via social media. It is always running social media contests, such as last year’s “Keep It Coolatta” sweepstakes, the recent “Create Dunkin’s Next Donut” contest and the current “Ultimate DD Coffee Fan” search. On Facebook, the brand also currently features a “Troop of the Week” as its Page profile picture, showing its support for America’s heroes, as part of a larger partnership with the USO.
Why You Should Follow: Dunkin’ Donuts focuses on showcasing passionate fans. If you’re not a DD nut, just walk away. But if you’re a huge advocate for the company, you’ll probably have your chance at Dunkin’ fame by staying up to date on its latest contests.
What’s Your Take?
Which brands do you follow via social media? Let us know in the comments or nominate them for the Mashable Awards.
The Mashable Awards Gala at Cirque du Soleil Zumanity (Vegas)
In partnership with Cirque du Soleil, The Mashable Awards Gala event will bring together the winners and nominees, the Mashable community, partners, media, the marketing community, consumer electronics and technology brands and attendees from the 2011 International CES Convention to Las Vegas on Thursday, January 6, 2011. Together, we will celebrate the winners and the community of the Mashable Awards at the Cirque du Soleil Zumanity stage in the beautiful New York New York Hotel. The event will include acts and performances from our partner Cirque du Soleil Zumanity. In addition, there will be special guest presenters and appearances.
Date: Thursday, January 6th, 2011 (during International CES Convention week)
Time: 7:00 – 10:00 pm PT
Location: Cirque du Soleil Zumanity, New York New York Hotel, Las Vegas
Agenda: Networking, Open Bars, Acts, Surprises and the Mashable Awards Gala presentations
Socialize: Facebook, Foursquare, Meetup, Plancast, Twitter (Hashtag: #MashableAwards)
Sponsorships are available. Please contact sponsorships@mashable.com for more information.
Thanks to our sponsors:
Mashable Awards Gala Partner:
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Mashable Awards Partner:
Join us at the 2011 International CES®, the global platform for inspired ideas and innovation. With 2,500 exhibitors, CES continues to be the world’s largest consumer technology tradeshow and always reflects the dynamic consumer electronics industry. The International CES is not open to the general public and all attendees must be in the CE industry to be eligible to attend the show. Register FREE for the 2011 CES with priority code MSHB, an exclusive promotion for Mashable Readers.
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About Research In Motion (RIM)
Research In Motion is a leading designer, manufacturer and marketer of innovative wireless solutions for the worldwide mobile communications market. Through the development of integrated hardware, software and services that support multiple wireless network standards, RIM provides platforms and solutions for seamless access to time-sensitive information including email, phone, SMS messaging, Internet and intranet-based applications including the BlackBerry® wireless platform. For the latest on BlackBerry products join us at www.facebook.com/BlackBerry.
Mashable Awards Gala Silver Sponsor:
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About Research In Motion (RIM)
Research In Motion is a leading designer, manufacturer and marketer of innovative wireless solutions for the worldwide mobile communications market. Through the development of integrated hardware, software and services that support multiple wireless network standards, RIM provides platforms and solutions for seamless access to time-sensitive information including email, phone, SMS messaging, Internet and intranet-based applications including the BlackBerry® wireless platform. For the latest on BlackBerry products join us at www.facebook.com/BlackBerry.
Mashable Awards Gala VIP Lounge sponsor:
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Mashable Awards After Party Sponsor:
About Research In Motion (RIM)
Research In Motion is a leading designer, manufacturer and marketer of innovative wireless solutions for the worldwide mobile communications market. Through the development of integrated hardware, software and services that support multiple wireless network standards, RIM provides platforms and solutions for seamless access to time-sensitive information including email, phone, SMS messaging, Internet and intranet-based applications including the BlackBerry® wireless platform. For the latest on BlackBerry products join us at www.facebook.com/BlackBerry.
Image courtesy of iStockphoto, DNY59
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