I’m not necessarily disappointed by the content they’re putting out, but I do think the marketing team need to re-think their social strategy after this. I give credit that their posts are professional, and done arguably to a good-ish standard (except for the odd Movie Maker video). But if you really want to storm social media within the different age demographics, you’ve got to understand the background profiles of the people using them and why they’re using them. And understand the audience you’re targeting.
It’s usually the big bosses who don’t want to take much risk when it comes to social media, from my experience anyway. A great example of a brand doing exceptionally well with social is KFC. Their Twitter breathes humour, uniqueness and creativity, relevant to the platform (Twitter is used for this sort of stuff when you think about it), and is predominately used by the young adult generation. I’d argue perhaps a brand like that lost more young people to its larger competitor, so it’s stepped up its social game to be more prevalent amongst the age group it’s probably trying to tempt to visit. Humour resonates more in this field. Whereas Facebook has a wider range of people using it, from different ages and backgrounds, so you’ve got to get a clear balance and remain a bit more professional on that kind of platform as to not pump out content suitable for only one age demographic. More universal in a way.
Some businesses don’t make social media as big of a deal as they potentially should. Get it right and you’re resonating more with your audience and sticking your brand at the forefront of people’s minds and conversations. The use of social media all depends on the types of people you’re trying to target, e.g. chucking Mean Girls references in to a post when you’re trying to tempt those aged 65+ to visit somewhere or buy something, probably won’t work.