Make Your Social Media Call-to-Action Worth Following

I got my start in marketing by working as a graphic production jockey. While understanding that the technical aspects of the work were important, using the tools effectively was critical. Basic guidelines meant that logos were to be sized properly and in proportion, and that cheese-ball gradients, price bursts and obligatory clip art were off limits. Now, with the proliferation of social media icons, I’m left wondering why designers and marketers are shifting away from the basics?

It’s as if the rules of design have been conquered by NASCAR. The presence of social media just means new ways to engage customers and another call to action on the part of marketers. Yet sadly, the graphic execution is becoming the visual equivalent of an MC at a monster truck rally.

The good news is that good creative direction can still apply and with a little bit of up-front work, including social media clip art doesn’t have to toss your ad off balance. If you’re serious about getting more followers on your social media networks, take time to work the appropriate graphic treatment into your executions – whether it’s print, TV or outdoor. A few tips:

• Work your social “follow icons” into a graphic treatment that allows for enough white space in your ad. Avoid cramming icons up against other graphic elements such as photos, logos or borders.
• Amend your brand style guide to accommodate consistent and proper use of social network logos in a manner that will complement – not compete with – your current brand guidelines. Continue to own what is yours.
• Test “follow icon” placements to determine the best results. Especially if you are running the same ad in the same spot in the same publication on a regular basis – there’s room to change it up and measure.

Finally, give your consumers a reason to follow. Asking to follow is a call to action, but more and more, users are being asked to follow this, become a group member of that, etc. It’s not enough to ask unless your brand has serious cache, so make sure you give ‘em what for.