Social media can be a great tool for brands because it allows for the development of one-on-one relationships with consumers and offers an additional avenue for marketing your company. However, it is vital that when diving into the world of social media, you take precautions to make sure your social presence aligns with your brand. With one element out of sync, your company’s efforts could be ineffective.
Create Consistent Branding
Have a clear direction for your brand and its voice. This means having unified brand messaging across channels. If your brand is well known for a specific subject matter or is a thought leader on a topic, this should be reflected in your social channels. This also extends to your social media profiles. Everything from your avatar to your username to your brand description should be replicated across all of your pages. Consistency is key here because It offers consumers a clear vision of who you are as a company.
Develop a Strategy
Social media should be built into your overall marketing strategy. Before promoting your brand on social, you should set goals for what you hope to accomplish. Create a plan for how your company will use it. Is it to handle customer service questions? Promote new products? Develop new leads? Answering questions like this will help you identify the tone of your social accounts as well as what type of content you will share with consumers.
Don’t Limit Yourself
As your social media pages take shape and gain followers, your brand should stay open to new ways to drive engagement and social ROI. Your social accounts should be one piece of your greater brand presence. In that sense, social media allows you to break out of product/brand only topics and extend content to items that will resonate with your audience overall. Use social media to create a sense of community with consumers, tapping into their general interests as they relate to your brand. By balancing the creation of an online community with the maintenance of a clear brand identity, your company can excel on social and grow not only your presence on these platforms, but your overall business.
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