Social media is about relationships — something outdoor enthusiasts thrive on. For them, finding like-minded people to share their experiences with is a common pursuit, so it’s no surprise that the outdoor community engages well with industry brands on social platforms.
Showing interest in what matters to your audience is key when pursuing social media efforts. Here are four tactics to consider when building, growing and leveraging a social media community around your outdoor brand.
Share Your Content
Between Facebook, Twitter, Instagram, YouTube and more, social media was designed to share your copy, images and videos. And with an audience actively following you, it’s often a great place for your engaging content to make its way into the world.
Outdoor brands are especially well known for sharing quality content on social platforms. Vivid imagery and great storytelling come easily to an industry focused on the great outdoors, and active consumers are eager to engage.
Be sure to repurpose content across several platforms for maximum exposure.
From team climber @conrad_anker: In 2008 on our first attempt we were pinned for four days by a big storm. The weather cleared and we decided to continue. With difficult climbing ahead the unknown had us worried. Would we make it? A bit of sun at the right time would lift our spirits. \ Experience the full story in the feature length documentary, @MeruFilm, coming to select theaters tomorrow. Find showings @ thenorthface.com/meru (link in profile) Tonight the athletes and filmmakers from #MeruFilm will be sharing their stories from the expedition on our #Periscope account. Follow @thenorthface to hear from @jimmy_chin, @conrad_anker, @renan_ozturk, and @mochinyc. ?: @jimmy_chin
— The North Face (@thenorthface) August 8, 2015
Tell Your Story
As an outdoor brand, chances are you’ve hired employees passionate about, well, the outdoors. Many companies encourage their employees to take part in opportunities such as building trails, restoring habitats and assisting on local farms. They also support personal employee achievements such as participating in triathlons, climbs, hunting trips and more.
By showcasing the passionate individuals behind your business, you humanize your brand. That’s why social media is the ideal place to share industry-related content and stories about your employees and their families.
Jordan, our Sr. Product Director, is in Boston today where his wife Erica ran the Boston Marathon. Team Bushnell! pic.twitter.com/rZiV4vJTRS
— Bushnell (@Bushnell) April 20, 2015
Outdoor enthusiasts as a whole have a propensity for philanthropy — they’re active people and they want to help. Social media provides brands with a platform to quickly organize and lead relief efforts, giving followers a way to easily help you help others. Most importantly, it’s a win-win for everyone involved, and, as a bonus, it helps consumers make an emotional connection with your company, which is sure to foster brand loyalty down the road.
A great example of this dynamic can be found in REI’s quick response to the 2015 earthquake in Nepal. As of May 2015, the company (in partnership with Mercy Corps) had tapped into their social media network to help raise more than $820,000 in support of Nepal’s earthquake recovery efforts.
— REI (@REI) April 29, 2015
Of course your effort need not be so grand in scale in order to be an effective use of your social media efforts. Something as small as supporting a food drive or helping a local family rebuild after an unfortunate circumstance will help to strengthen the connection to your community and encourage engagement. A sincere effort rarely goes unnoticed.
As an audience passionate about preserving the earth, outdoor enthusiasts are eager to know that the brands they stay loyal to are committed to being part of the solution. While openly speaking out for, or against, controversial issues can often be viewed as an unnecessary risk in other industries, advocacy in the outdoor market is becoming more and more common place.
No one advocates better than Patagonia. From fighting to keep the Purcell Mountains of British Columbia ski resort-free with their #KeepJumboWild hashtag to supporting the Land and Water Conservation Fund (#LWCF), Patagonia shows no fear in not only standing up for, but standing with, their audience when it comes to advocacy.
— Patagonia (@patagonia) August 22, 2015
— Patagonia (@patagonia) August 14, 2015
Decide what’s most important to your consumers and show an active interest.
For marketing that moves you, call on Migrate. Our agency professionals live and breathe the outdoor segment, so check us out — a conversation that costs you nothing could reveal everything on the horizon.