The Trouble with Cultural Generalisation in Brand Social Strategy

Tara Carlson, the associate director of social strategy at RPA, has spent the last nine years working in advertising with a specialisation in social media.

With experience leading organic strategies, media partnerships and integrations, influencer campaigns, and creative strategy, she’s successfully developed opportunities that find the intersection of brand, community, and culture.

Her ability to work across different platforms and scale campaign messaging has proven results for brands looking to increase awareness, consideration, and brand relevance in culture. Previous clients cover a variety of industries and include Google, Instagram Culture & Community, Anheuser-Busch, Dole Packaged Foods, Honda Powersports, ampm, and Homes.com.

LBB> What’s the most significant development or trend shaping the social space right now?

Tara> Video has taken over the feeds as the key trend shaping the social space. Taking it a level deeper, I’d say edu-tainment – the merging of educational and entertainment content – is shaping a lot of that content.

Social users are both looking to be entertained and expecting content on their feed to relate to their particular interest – they’re becoming more intentional with their time online.

Edutainment is finding that middle ground and transforming branded content into a valuable way of naturally communicating how a brand/product can be promoted through relatable formats like a “get ready with me”.

LBB> Every platform functions so differently – and the way they function evolves over time and there’s a lot of fun to be had on social, from shoppable livestreams to AI filters – so where are you finding the most satisfying or exciting creative opportunities right now (and can you give an example of a campaign that demonstrates that)?

Tara> I find it really satisfying when a creative platform can start on a traditional advertising channel and cohesively translate into social strategy.

For me, it’s all about the moment you identify how the messaging can best work across each social channel and why that creates impactful engagement or an interactive element for the audience.

There are more URL-to-IRL opportunities than ever with brands taking on sponsored events, media, or cultural moments and then further amplifying across earned and owned social – it’s incredibly fun to strategise!

LBB> Social media is a space for brands to be a bit more human – but how do you walk the line between personable and twee?

Tara> I love how social media gives us the space to adopt a more conversational tone with our audience. For me, walking the line is about understanding your brand’s role within the social ecosystem, including communities and competitive landscapes.

It’s then a thought to how we can develop a consistent tone of voice that lives within those areas and delivers a message that brings value to the conversations already taking place, while always ensuring we’re checking back to the overarching brand identity and positioning.

We’ve all been witness to the increased views and engagements as a positive result of a brand’s ability to communicate with their audience on a more personable level, but I like to think taking it a step further and connecting back to “‘why is our brand is participating in this conversation”?’ helps us build brand love that will have a more lasting impact within the minds of the audience.

LBB> What does “craft” mean to you in a social context?

Tara> I’d define craft as the ability to break down what being “authentic” or “cultural” truly mean to brand and audience.

Digging in a little extra, defining a human truth or insight, and collaborating openly around a strategic space with creative teams can differentiate a social strategy and show a dedication to “craft.”

LBB> Organic, paid, influencers, social search – how do you approach figuring out the best way to reach audiences?

Tara> It all depends on the goal. While organic, paid, influencers, and search should all be considered individual tactics working together within a social strategy, they each present a unique way to meet people at different points in their customer journey. I’m all about knowing your job to be done, setting a goal, and “reaching the right audience at the right time with the right message.”

LBB> Social media can be brutal – on a personal level, how do you deal with that aspect of the role and helping your teams on the front line?

Tara> It can be hard not to keep scrolling through comments and refreshing the social listening dashboards when so much of your work is open to immediate feedback. I try to remind myself, and my teams, that everything we do can fall within the “test and learn” approach. What can we learn from this post that just crushed benchmarks? Or, what did our audience’s reaction – or lack of – tell us?

I also am a big advocate for celebrating our small wins and sharing inspiration we find across platforms. Taking a moment to remind ourselves of all the reasons we love working in an environment that’s in constant change can provide the grounding that’s needed.

Social media can be brutal, yes, but it can also be fulfilling and incredibly fun to be a part of.

I wish I could say I log off, or lower my screen time, but I must admit I am chronically online… I’ve learned how to lean more into the parts of social that inspire me or connect me with others.

LBB> Social media has been accused of driving polarisation and spreading misinformation, while others call it the marketplace of ideas. Whether or not that’s the whole truth, it is certainly shaping discourse and is one of the key venues for culture war-ish behaviour. What’s your take on the role of social media in society and what responsibilities do brands and individuals working in social have?

Tara> I think it would be naive not to acknowledge both the positive and negative sides of social media. As social media professionals, we play a big role in developing and communicating our brand’s messages in such a complex environment.

Ensuring we’re doing the social listening, understanding the conversation, and matching it back to the strategy to provide our teams with the best recommendation is increasingly important as these social-ecological systems continue their influence across culture and community.

I see brands owning the responsibility to show up for their audience in the moments where they can bring value through their functional benefits. Thinking audience-first and taking the time to emphasise the importance of understanding their nuances, including how they interact across each platform as well as their cultural cues.

Each of those tensions, motivators, and unique behaviours can be overlapped with the brand’s strategy to ensure the brand is showing up with content that’s credible, ownable, and bringing value.

LBB> What are the biggest missteps you see brands making most regularly on social media?

Tara> The biggest misstep I see brands making on social media is the generalisation of ‘culture’ to communicate trending conversations. This opens the door for jumping into trending moments on a whim and missing out on the chance to build a lasting connection to the community.

LBB> Thinking longer term, where do you see the biggest risks and opportunities when it comes to AI in social?

Tara> I’ve personally integrated AI within research phases and social strategy development. Some of our social listening platforms are using AI to identify the insights that have helped kick off conversations around potential sub-communities we’re exploring. While it’s a beneficial day-to-day tool and can cut down on research time, there’s still a certain level of research that is needed to go beyond the prompts and uncover an insight. I imagine this becoming an additional resource available to strategists as they explore consumer data, competitive landscapes, and social platform opportunities.

Loss of transparency and consumer trust pose potential risks as AI continues to produce creative concepts across social-media channels.

LBB> When you’re not working, what social platforms and content do you personally enjoy engaging with and why? What creators, influencers, and social communities do you really love?

Tara> My first is always going to be Instagram! I personally love keeping up with my friends’ lives and the experiences they feel are special enough to share. Like others, I have also been drastically pulled in by the TikTok algorithm – my feed is filled with chefs and the dishes I attempt to recreate in my own kitchen.

LBB> What advice would you give to people who are looking to get into social, whether as creatives, strategists or producers?

Tara> Read everything. Start discovering go-to resources, thought leaders, and publications that help you grow and never stop looking for them. We algorithmically lean towards what we find interesting, but it’s so beneficial to stay curious about the industry as a whole and explore beyond your day-to-day feeds.

Plus, the platforms are constantly updating features, algorithms, or ad capabilities, so this will keep you on top of an ever-changing social world!