In the hustle to get our social media messages out to the world, we sometimes forget branding and advertising fundamentals. I wanted to share a concept from the traditional advertising world that will help you with your social media marketing and branding. It was traditionally called the Thumb Test.
In the ‘old days’ once an ad was finished and before it was printed, the ‘final check’ was done by an editor. That editor would cover up the logo on the ad with their thumb. If the ad still contained all of the proper branding and could easily be associated with the brand (without the logo) the editor would allow printing to commence.
An easy way to visualize this would be to think of a McDonalds print ad. If you close your eyes, you KNOW what the ad looks like without the logo… The images are crystal clear with lots of yellow and red. Now think Nike – dark colors, lots of black and white – action shots – perhaps a splash of a neon color…
I met with a nonprofit recently who wanted to improve their Facebook page. They are the largest thrift store in the area and they have an amazing selection of used clothing and household goods for great prices. Their regular customers enjoy shopping there – the store has a ‘hip’ factor, it’s clean and they have lots of sales (different things on sale every day). These sales and the ‘hip’ factor were discussed regularly on their Facebook page, but what they were missing is the fact that they donate $10,000 a month between 4 charities. This is a big draw among their existing customers but needed to be discussed with new potential customers. We began sharing more content about the supported charities – that is truly their ‘secret sauce.’ Now when we do a thumb test on their Facebook page, we are looking at THEIR unique organization with their unique offering. The overall benefit is that their current customers are reminded why it’s such a special place to shop AND they are attracting new customers.
Utilizing this “thumb test” will help you reach your goals and stay ‘on brand.’
What do you think? If you cover up your name on your personal or business Facebook page, would your audience KNOW it was your page and what makes you unique?