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Ahh, the holy grail of advertising; social media. In this space, there are vast amounts of brands that get it wrong on the messaging front, then there are those that flat out fail.

And by fail, I mean miserably.

Adidas social media fail

But what about those brands who are absolutely on point with their messaging?

The best brands are making great use of platforms such as Twitter, Facebook, Instagram, and YouTube to increase their presence, and it’s working.

When a brand can connect on a human level with its core audience, the possibilities are endless when it comes to promotion.

And by promotion, I mean user-generated content.

Think of how loyal some of you are to Apple and Samsung, Ferrari, and Porsche.

You take to social media to defend these brands when they are under attack from negative press, and you do it with unwavering support.

Here are three Canadian companies who are at the top of their game when it comes to a solid social media strategy.

  1. Molson Coors Canada

Even if you rarely have a drink, one thing is for sure, and that is the sheer brand presence of Molson Coors.

This is a beverage company that understands its customers, and the value of a strong social media campaign.

Just check out their Twitter page for example. Not only is the brand consistent in cranking out tweets, the messages they send out are relevant to their entire audience.

Take for instance their Tweet in regards to helping out barley farmers.

The fact that Molson Coors has invested in excess of $20 million during the past decade towards the farming industry, says volumes about their brand identity.

Climate change is something that affects all of us, and as a farmer whose livelihood depends on the environment, knowing that a monolith such as Coors is investing into the future develops a bit of brand loyalty.

2. #BellLetsTalk

Telecommunications giant Bell Media is another recognizable brand that continues to use social media for change.

And that change is for the better.

Ever since the company launched its #BellLetsTalk campaign in 2010, the brand continues to make this a yearly initiative.

More than $93 million has been donated to Canadian mental health causes from #BellLetsTalk.

On this annual event, Bell donates about $0.05 for every tweet using its hashtag.

Regardless of how you feel about the telecommunications giant when it comes to pricing their mobile plans, you can’t deny the positive impact their social media campaign is having on mental illness.

According to some reports, mental illness affects some 1 in 5 Canadians.

Deep depression is a major concern for not only Canadians but for others around the globe.

More than likely, you may have a family member or close friend that is silently suffering from mental illness.

3. StickerYou

If you are like me, then as you start to get older, you begin to watch what you eat.

There various dietary lifestyle changes one can make for themselves.

For me, it’s trying to grasp the Keto lifestyle for a better sense of well-being.

For others, it might be gravitating towards a gluten-free diet.

Much understanding in the way our foods are processed is important for optimal health.

You gotta love it when major brands such as StickerYou and italpasta sponsor Toronto’s gluten-free marketplace @GLU10FreeGarage.

A wide variety of vendors take to the event promoting a healthier lifestyle with better choices.

And it’s a big deal.

Canada has strict labeling requirements for pharmaceutical and food manufacturers of gluten-free foods and products.

This is a social movement that is catching on, and more investors should take notice.

According to Statista, the entire market in 2015 was $2.4 billion, and some projections from global watchdogs are pegging the industry at a whopping $32.39 billion by 2025. That’s huge!

The best social media campaigns aren’t about products and services.

While products and services are important, as it is the backbone of any thriving business, what’s more, is initiative.

People will always gravitate towards a brand that stands for a cause.

The way companies care for and treated important, impactful life-changing events are at the core of any successful social media strategy.

After all, we are emotional beings, and as such we don’t buy products and services based on logic, but we justify where our money is spent based on emotion.

So if you are among the many brands, or agencies trying to craft a winning social media strategy, take notice of the above-mentioned companies.

They strive to make a difference in the global community, by connecting with real human beings, and as a result, their ROI on ad spend goes through the roof.