Anyone who’s ever moderated brands’ profiles in the restaurant or FMCG sector has surely come across widely used best practices. Let me show you ours – and how we built the success and image of the Burger King brand in social media.
At 180heartbeats, we stick to the following rule:
Communication with a moderator is way different than communication with a typical consultant.
A perfect example of this is Burger King Poland’s profile, which I’ll tell you about today. It has a distinct TOV (tone of voice) and a cheeky communication strategy known as the BK way.
Here are five reasons why it’s been working for Burger King on Facebook:
1. Tone of voice – used consistently
The voice of Burger King is the King of Burgers.
The King only replies to his fans like a king should: briefly, wittily, and always playfully. Because it’s consistent, the fans have become used to addressing the brand per “King”. This reduces the distance between social media users and the brand.
In fact, Burger King fans often put the moderating abilities of the “royal court” to the test and wait for an answer. Those who forget about the hierarchy in the Kingdom are immediately instructed. It’s regal, as always, but respectful of different opinions.
2. Playful responses and comebacks
By providing a kind, honest, and creative reply, we can have the last word. This applies even to situations that are seemingly uncomfortable for most brands.
See the example:
3. Responses based on consumer insights
Consumer insights are often used to create new content.
In the example below, the post was built on authentic private messages sent by Burger King fans. No one expects the use of formal language in social media. But we were struck by the fact that most users don’t even say hi, going straight to the point. We decided to use this fact to inform them about new coupons.
4. Knowledge of current trends and of the target group jargon
We make use of the target group language, which is often inspired by current trends. It’s not always clear to other groups.
These shakes are being sold in Poland under their original names such as Shake Gold Carmel. Managers of Burger King Poland’s Facebook profile made a joke.
They just made a poor translation (on purpose).
The translation is that abstract:
Shake was translated to Wstrząs which means tremor or jolt
Gold was translated to Złoto which means solid gold
Carmel was translated to Carmel but as a noun
Strawberry was translated to Strawberry but as a noun
Let me visualize the abstractness of this translation:
Fans liked the joke:
Fans usually appreciate messages directed to a narrower group who understands it.
5. Moderation as an extension of the overall communication
Moderation is an extension of the overall communication. We create activating content thinking about what will follow in the comments.
Bonus: High team efficiency thanks to NapoleonCat social media tool
Winning agencies use NapoleonCat
They automate social media moderation and schedule posts in advance. That makes them successful and effective. Try it out yourself:
Try NapoleonCat free for 14 days. No credit card required.
We use NapoleonCat on a daily basis. Firstly, to increase the effectiveness of our activities, and secondly, to efficiently plan and manage a distributed team of moderators. The top quality of communication between the brand and its fans is an absolute priority for our agency.
By providing daily support to a variety of clients in different industries, with varying intensity and interaction volume, NapoleonCat helps us effectively manage our moderation team, shifting its resources in real-time, without compromising the relationship between the brand and its fans.
Plus, the moderation team can be working from anywhere, not only during #stayathome, but also on an everyday basis.With NapoleonCat, I can control and streamline the workflow from a single location: my computer.
Dawid Kaźmierczak
Social Media & PR Director
180heartbeats + JUNG v. MATT
Mini glossary:
TOV (tone of voice) – a unique way (tone) a brand communicates with its customers. It uses specific vocabulary and language, with specific channels designated for customer contact.
“BK way” – short for “Have it your way” – a slogan linked to Burger King. It refers to product customisation in line with the guest’s preferences.
“bruh moment” – a reference to memes, the phrase describes an epic situation known only to a narrow circle of people.
FMCG (fast-moving consumer goods) – products that are sold often and at relatively low prices. Food products and cleaning agents are just some examples of FMCG.
