Social Media Marketing

Torque’s approach to social media begins with helping clients better understand the human—or Tribal—needs of their stakeholders. Stakeholders include key customers of course, but also other valuable brand users and contributors. We probe using social listening and other forms of research to find answers to core questions: What do people really want? What do they need? What jobs are they trying to get done?

During planning we choose the best online communities and digital channels, then determine what to measure. We write the social media marketing and digital marketing program to help brands engage their audiences by interacting with them in ways that add value and are useful.

Then we activate these programs with creative concepts and messages. Our agile process lets us learn from the interaction and from our analytics, so we can refine and manage the program for business results. Torque social media marketing services include:

  • Social listening: Before we talk, we listen. We search for customer insights, including all of their concerns, interests, and demands, across the most important social media platforms for each client, including forums, Twitter, Facebook, LinkedIn, YouTube, etc. Through this process, we discover what they care about in real time, unfiltered and authentic, when they are in the context of solving problems or otherwise meeting needs related to what our client does and where our client’s brand and product might be relevant. 

  • Ecosystem audit and social media planning: Based on what we “hear,” we plan. After gathering data through research, we summarize and plan before beginning social media marketing. We get into the mind of the customer. Many times, what we actually find during research comes as unexpected, is different from or goes beyond what we expect to find. At this point, we are not creatively brainstorming, but rather developing a plan based on true knowledge. Based on “listening” to our most important stakeholders’ cares and concerns that are relevant to the client’s product category, we systematically build a social media plan, with built-in flexibility to incorporate new stakeholder insights as we learn and build our knowledge base through interaction. 

  • Keyword development: We won’t just talk without knowing what to talk about. We begin with limited insights about our key stakeholders, who are not always talking about what we expect. Therefore, keyword development involves trial and error. We start with the keywords we would expect to give great results. Then, as we find more stakeholders, the stakeholders’ posts and tweets will begin to lead us to even more relevant keywords. 

  • Social media platform identification: We won’t just know what to talk about; we will know where and how to talk about it. Every platform has different strengths, weaknesses, and quirks. First, we will decide which platforms will best help achieve the client’s goals. For instance, if the brand has a strong visual component, Pinterest would be a good fit. If there is no strong visual component, there is no need to create a Pinterest profile for the client. After deciding which platforms to use, we approach each platform in a different way, depending on how much stakeholder presence and activity is there. Although the brand’s voice will stay consistent, each social media page we set up for a client will have its own distinct presence based on the platform’s characteristics and the interests of its users. 

  • Platform setup for brand consistency: We will make social media an extension of the brand’s overall online reach. A good website is important, and will always be the most complete and authoritative source of information about a company, its culture and product offerings. Social media can extent that platform. And a brand’s social media pages will be consistent with its website, overall brand voice and behaviors/activities that are valuable to stakeholders. Platform setup requires giving the brand a fresh, new look while staying consistent with the brand’s voice.

  • Interaction planning: We will finally jump in! Interaction is hyper-strategic. After so much preparation, it’s time to jump into stakeholder’s conversations. An interaction plan will include a metaphorical backpack of relevant search links with which to find stakeholders, ways to identify highly relevant stakeholders, ways to engage stakeholders, and many “conversation starters.” 

  • Content planning and editorial calendar development: We will stay organized and consistent. Such as in any type of brand marketing, we set up the process to be not only strategic but also consistent. A calendar of tasks and milestones creates order and helps the interaction team to stay on track, while also providing guidelines for responding to questions and opportunities that come up in the natural flow of social media interaction. 

  • Analytics, reporting and practices design: After all of our strategic conversing, we will look at the hard numbers. One of the advantages of social media marketing is in its measurability. Clients often ask how we can prove that social media marketing is helpful in building brand awareness and brand trust. Instead of simply tracking the obvious metrics such as the amount of Facebook likes and Twitter followers, we track advanced metrics such as retweets and mentions from stakeholders. These metrics indicate the depth of relationships between a brand and its stakeholders. Tracking higher-value metrics is one of the keys in using social media to its full potential. Through social media marketing, brands can market in a more personal way. Therefore, it does not matter as much how many people a brand reaches as how relevant and influential each person reached is to the brand.

  • Agile campaign management with blended agency and client teams: We will stay flexible. During our social media interaction, we are constantly gaining new knowledge and customer insights about how to most efficiently use each social media platform. That’s why, we use an agile approach to marketing strategy. This lets us constantly adjust the program based on newly gained knowledge. We also need to have an open line of communication with the client in order to get product and industry information from them, as the experts in their industries. This information sharing is vital to help us create value for the brand’s stakeholders on social media, and also brings a steady stream of key customer insights back to our clients, to be used in refining the marketing, message and even product offerings.

Case studies:

Wholesome Goodness

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Northwestern Memorial Physicians Group, part of Northwestern Medicine


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