How 8 Brands Became Masters Of Social Media Content Publishing

The rise of social media has not only changed the way we communicate with our friends and family, but also the way brands communicate with consumers. 

It is not enough for companies to simply make and then publicize an ad anymore. Companies now see that to be successful, they must meaningfully engage with consumers. They need to find a way to tell a story without overtly pushing a message.

In other words, brands need to become publishers of their own content.

According to Percolate founder Noah Brier, in the next few years brands should expect to post 40 to 60 pieces of meaningful — not just promotional — content a day. 

And "meaningful" is increasingly being defined by consumers, not advertisers. Facebook's Edgerank algorithm, for instance, actively discriminates against spammy posts but promotes interesting ones — as defined by fan engagement with them.

Branded content publishing can be tough to get right, but we've found eight companies that have successfully established their brands as publishers.

8. General Electric

Facebook "likes": over 900K

Twitter: over 117K followers and over 58K tweets

This Connecticut-based conglomerate has multiple Facebook accounts for its different industrial products as well as numerous Twitter accounts, such as for their Healthy Imagination campaign, GE Lighting, and GE careers.  

GE recently posted a video and infographics on their Twitter and Facebook pages about the Tropicana "Juice Train" for those interested in how juice gets from the orchard to their glass.

The company has also created "The GE Show," with has eight episodes so far. The web series helps viewers understand technologies that are changing our lives, such as solar power.

7. Nissan

Facebook "likes": over 1 million

Twitter: over 89K followers and over 5K tweets

This Japanese car company has separate country and car-specific Facebook pages and Twitter accounts. One of its Twitter accounts, Nissan Racing, posts information and pictures about the FIA GT1 World Championship race.

6. Sears

Facebook "likes": over 2.1 million

Twitter: over 31K followers and 26K tweets

Sears has separate auto center and portrait center Facebook pages, as well as specific Twitter accounts for customers to find Sears discounts.

It also created FitStudio, a website dedicated to teaching simple ways to get in shape. The site lets users post workout programs that have proven successful so that others can try them out as well. There is also a forum for users to chat about getting in shape.

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