Best Brands with Good Social Media Strategies to Follow
Discover top brands excelling at social media with strategies in storytelling, community-building, humor, and personalization to inspire your own.
Why Social Media Excellence Matters for Brands
In today’s hyper-connected economy, brands with good social media strategies don’t just survive—they thrive. Social media is now a crucial pillar for brand building, community engagement, and driving revenue growth. The most effective brands go beyond attractive posts to craft authentic stories, nurture vibrant communities, and create interactive experiences that keep audiences engaged for the long term.
Well-planned digital engagement turns passive followers into brand advocates, and meaningful conversations into tangible business wins. In this article, we’ll explore exactly what makes a social strategy “good” and examine standout examples from some of the world’s most innovative companies.
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Criteria for Evaluating Good Social Media
Before spotlighting exceptional brands, it’s useful to define the hallmarks of a great social presence. While return on investment (ROI) is often measured in clicks, sales, or leads, qualitative elements drive the kind of lasting impact that builds strong brand equity.
1. Engagement
Effective social media sparks two-way interactions. This includes comments, DMs, shares, mentions, and user-generated content, not just likes.
2. Creativity
Eye-catching visuals, memorable campaigns, and a consistent brand voice ensure content stands out from the noise in competitive feeds.
3. Consistency
Posting on a steady schedule and aligning tone and aesthetics reinforces brand recognition and customer trust.
4. Authenticity
Transparent communication around products, values, and even mistakes builds credibility and emotional connection.
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Nike: Storytelling and Community-Building
Nike exemplifies how to use social media for inspirational storytelling. Rather than limiting its feed to product showcases, it empowers audiences with the stories of famous athletes and everyday heroes who embody perseverance.
Key tactics:
- Producing emotionally resonant storytelling videos and visuals.
- Encouraging participation with campaigns like #JustDoIt.
- Highlighting fan achievements to build community pride.
Why it works: Nike taps deeply into its audience’s aspirations, fostering a sense of belonging to a global movement rather than a transactional relationship.
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Wendy’s: Humor and Quick-Witted Engagement
Wendy’s has turned Twitter into a playground for its smart, sarcastic wit. By embracing trending topics and playful roasts, it’s created a relatable and memorable online persona.
Key tactics:
- Instant engagement with trending hashtags and pop culture moments.
- Crafting replies with humor that reflect brand personality.
- Rolling out viral “roast” events encouraging public participation.
Why it works: Humor is highly shareable and memorable, helping Wendy’s maintain cultural relevance and expand its reach organically.
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Glossier: User-Generated Content and Direct Interaction
Glossier’s meteoric rise is largely due to its community-driven strategy. The beauty brand constantly celebrates its customers by turning them into the face of campaigns.
Key tactics:
- Elevating authentic customer photos, reviews, and testimonials.
- Offering prompt and approachable responses to comments and messages.
- Using Instagram Stories for polls, Q&As, and behind-the-scenes.
Why it works: Featuring real customers fosters trust, creating brand evangelists who feel genuinely connected to the company.
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Spotify: Personalization and Playlist Culture
Spotify’s data-powered personalization is a case study in making analytics relatable and fun. The globally anticipated Spotify Wrapped campaign lets users share their unique listening data in a sleek and social-ready format.
Key tactics:
- Offering an annual personalized music-trend recap.
- Posting timely memes and themed playlists aligned with current events.
- Hosting artist-curated takeovers to blend content promotion and fandom.
Why it works: Personalized experiences build deeper user relationships and encourage organic peer-to-peer sharing.
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Netflix: Platform-Specific Humor and Relevance
Netflix understands that each social network has its own culture and optimizes content accordingly. Its Instagram boasts striking stills and trailers, while Twitter leans into concise, witty commentary.
Key tactics:
- Creating memes around popular series and trending events.
- Engaging through quizzes, polls, and interactive questions.
- Managing localized accounts for regional content and tone.
Why it works: Matching content style to platform audience maximizes engagement and resonance.
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LEGO: Creativity and Educational Engagement
LEGO integrates play and learning into every social interaction. Creativity challenges invite fans of all ages to share their builds and ideas.
Key tactics:
- Posting time-lapse build videos.
- Sharing STEM-related educational challenges and activities.
- Partnering with seasonal events and franchises for themed content.
Why it works: Nostalgia fuel for adults meets imaginative fun for kids, broadening LEGO’s cross-generational appeal.
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Lessons Small Businesses Can Learn
Even without the massive budgets of big brands, smaller businesses can apply these strategies effectively.
Practical tips:
- Find your voice: Establish whether your tone will be formal, playful, inspirational, or a mix.
- Engage consistently: Respond quickly, encourage questions, and keep discussions going.
- Use user-generated content: Share customer success stories, photos, or testimonials.
- Test diverse formats: Experiment with reels, stories, livestreams, polls, and educational content.
- Be timely: Tap into relevant events or trending topics that authentically align with your brand.
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Measuring ROI and Adapting Strategies
Sustained success in social media depends on tracking the right metrics and refining your approach.
| Metric | What It Indicates | Tools to Measure |
|---|---|---|
| Engagement Rate | Level of audience participation | Native platform analytics, Sprout Social |
| Reach & Impressions | Content visibility, potential audience size | Meta Business Suite, Hootsuite |
| Click-Through Rate (CTR) | Effectiveness of CTAs and link placements | Google Analytics, Bitly |
| Conversion Rate | Completion of purchases or desired actions | CRM, Google Analytics |
| Follower Growth | Audience expansion rate | Platform-native insights |
Adaptation tip: Schedule quarterly audits to identify top-performing content and reassess underperforming areas. The willingness to pivot quickly is a competitive advantage.
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The Future of Brand Social Media
With algorithms and consumer behaviors ever-changing, the future rests on agility, relevance, and trust. Tomorrow’s brands with good social media will:
- Invest in short-form videos and live interactive sessions.
- Prioritize authentic storytelling over direct selling.
- Harness AI personalization for deeply tailored campaigns.
- Lead with social responsibility and ethical transparency.
The takeaway is clear: the brands dominating tomorrow’s conversations will be the ones building genuine relationships today.
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Summary and Next Steps
Social media isn’t just a marketing channel; it’s a brand relationship platform. By learning from leading names like Nike, Wendy’s, Spotify, and LEGO, you can adapt their best practices to fit your goals and audience.
Action step: Audit your current social activity, identify areas for improvement, and implement one new engagement or creativity tactic this week. By continually adapting and staying authentic, your brand can build a powerful online presence that withstands evolving trends.
