Webby Awards executive director Claire Graves recommends going for a page out of Gritty and Glossier’s book to produce a better social media footprint.
As you grow your business you need to meet your visitors where they are, and which means creating an online business that’s unmistakably you. When brands make an effort to contort themselves into something they aren’t, the results can range between awkward to tone-deaf. Just what exactly can you study from the brands that are doing something right?
Since 1996, the International Academy of Digital Arts and Sciences (IADAS) has honored excellence on the web with The Webby Awards. Which year, Claire Graves, the Executive Director of the awards and says that there is a 30 percent upsurge in the work entered in to the social media category.
Graves shared a number of the winners who were most reliable on social media this season, plus some of her biggest takeaways from their success.
The 23rd annual Webby Awards will need put on May 13th, hosted by Jenny Slate.
Build authentic relationships
Graves cited Emily Weiss, the 34-year-old founder and CEO of cosmetics company Glossier who won the Webby for “Entrepreneur of the entire year” as a prime exemplory case of someone utilizing their platform to build up a community and create an open type of communication.
“She uses social media as similar to a robust listening tool to listen to customers feedback plus they use that feedback for new products and product improvements aswell,” said Graves.
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Show people what’s possible
THE BRAND NEW York Public Library won a social award for the “Best Usage of Stories” with their Insta Novel campaign, which aimed to provide readers an “immersive” and unexpected reading experience with Instagram for iconic books like Alice’s Adventures in Wonderland, The Yellow Wallpaper, and The Metamorphosis, and in doing this reframed the way the platform can be employed.
"They are simply using stories in a completely different way. And being really smart about any of it, using the platform for folks to see how they are able to use it aswell. It’s a showcase of the platform,” explained Graves.
Lean into why is you different
There really could only be one winner this season for the “Social: Athletes and Sports Persons” category — the Philadelphia Flyers’ orange, chaotic and lovably viral mascot Gritty. Created by Brian Allen and his company Flyland Designs with David Raymond, who was simply the first person to be the Phillie Phanatic, the mascot quickly established an attitude all its which has resonated with fans.
“Everything he does is performed with social media at heart. Among the things that he did when he arrived for the very first time was he took an enormous spill on the ice which converted into an extremely big viral moment,” said Graves. “He’s created for social media, he appears like he belongs on social media.”
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Having spent the last eight years at the helm of the awards, Graves says looking ahead, she sees social media as where brands will be looking to make a direct effect.
“We saw huge growth in social media this season. Brands will be able to test out those platforms easily to see what their audience responds to and continue to create a dialogue with their audience aswell,” said Graves. “I believe that it is where brands are spending their budget. They used to create microsites and going back few years, these were making a whole lot of videos for Youtube or for his or her own platforms. However now they are putting budget where their audiences are, and where their aud