Social media branding doesn't work like that.
With social media, there are two things you should always
keep in mind. First, you're injecting your brand story into someone
else's platform. They set the rules, and can change them at any time.
Second, social media is powered by conversations with real people.
Listening and responding is just as important as broadcasting.But don’t let these challenges keep your brand away from the social stage. Ignoring social media means someone else can stake their claim on your behalf. And it won't matter if you like what they have to say. Caring about your brand means caring about social media.
Advertisement
Here are seven tips that will help you establish your brand on social media while playing within the platform rules.Own the real estate
Think of your social media profiles like
virtual shop fronts. Make sure that you've locked down your virtual
address long before you’re even thinking of putting something there.
Your profile names and URLs should be close to (or exactly match) your
businesses name.
Be consistent
You want each of your social profiles to be
unmistakably you, aligning with your values, core message and brand
voice. If you're a fun brand, create fun content. Serious? Stay serious.
There's room on social for all personalities. Consistent brand
reinforcement will be quickly lost on those suffering from multiple
brand personality disorders.
Know the rules of each platform
Both visually and textually, there are
different rules for each social platform. For example, Facebook and
Google+ have different banner size and text limitations. So while your
aim is for consistency, make the most out of every social profile rather
than finding the lowest common denominator.
Put yourself in their shoes
When reviewing your social media brand
performance, objectivity is key. Your team members are the last people
to be asking, as they’ll be too sympathetic to your goals. It's your
customers’ feedback and reactions that matter. Luckily, you have the
perfect platform to ask for their thoughts.
Be relevant
Social media is about interaction and
discussion. It's about what's happening right now, so you need to ensure
that your branding is relevant. For example, if you're about to launch a
new product, don't just post about it. Include it on your banner
graphics so when new potential fans visits, they know they’re in the
right place.
Remember the little thingsAs much as social is about getting the big things right, don’t forget the details. For example, including visuals with your content to increase shareability is great — but ensuring those visuals are branded and consistent with your creative guidelines is even better. Create a process to keep your content current and error-free.
Observe, empower and trust your customers
You can't build a great brand on social media
by yourself. It takes many voices echoing the same story to make it
stick. Set the right tone and train your existing social audience, then
show trust and encourage them to take and spread that message for you.
Word of mouth can be the best brand-building activity you'll
ever invest in, and representing your brand on social media will give
that effort a big boost. But remember, just being there is only the
beginning. You need to be consistent, be meaningful, be relevant, and
most importantly, be social.
Shayne Tilley is a renowned author and online marketing specialist. Currently he is working with Swiftly, a new service by 99designs that can get your small design jobs done in under an hour for just $19.
No comments:
Post a Comment