Organizations all over the world struggle with building the right brand image on social media—arguably the most crucial marketing platform of our era. Every social media action you take should play a key role in achieving your wider business marketing goals on the desired platform.
When used correctly, your business can create a visible online presence, and build strong connections with each customer and potential client, but many organisations fall short of their branding goals when faced with the challenges of corporate social media.
Here are the four most important things you need to know when creating an on-brand social media strategy for your business.
With Facebook, Pinterest, Snapchat, Instagram, Twitter, and LinkedIn, it's hard to keep up with all the social networks available for your business.
See what demographics are interested in the product or service you offer, and on which channels they are most active. Once you’ve conducted your research, you should keep track of every social account representing your business, who runs or controls them, and what purpose they serve.
Whatever content you share on your social media channels, be sure that this is consistent with the tone of voice your company represents. Why does tone of voice matter to your brand? The right tone of voice is about being consistent with the content you are creating, and positioning yourself as an easily identified and authoritative source for your area of expertise. Of course, there are lots of different methods for defining your brand’s tone of voice, but following these two steps is a good place to start.
If your business is an established law firm, for example, using slang or colloquial language favoured by youth-focussed outlets will not represent your brand. However, always remember that people want to interact and engage with brands that are human, and brands that they can relate to.
Read more on creating your brand’s tone of voice here.
Fail to plan, plan to fail is the motto I go by. Social content calendars allow you to plan months of quality social posts ahead of time and save a ton of time when sharing it.
Build relationships with your followers and take the time to answer questions and respond to comments. You can do so by simply liking and commenting on a post, sharing and re-tweeting, or by clicking on a link in a post. Each one of these actions forms a connection between that individual and your company. As those relationships grow, they strengthen your company’s relationship with that person, which is how a great social media post can eventually lead to increased brand visibility and customer loyalty.