A Quintessential Guide to Building a Brand through Social Media.
Social media can be used for various purposes. Whether it is social selling, content marketing, or customer support, social media provides you with the perfect opportunity to attract a targeted audience and build your brand.
However, with so many different platforms available and strong competition on all of them, it can be difficult to distinguish your brand and carve out a place on Twitter, Instagram and Facebook.
Is your brand represented the way you want it on social media? If not, here’s everything you need to know about using social media to build your brand:
Identify your Objective
Identifying your objective should be the first step towards growing your social media presence. This literally means that before you start posting, you are sure of who your target audience is, and what you are going after.
Make sure you learn how each social media platform works. They are numerous and all work differently. In addition, not everyone uses all platforms, so make sure which audience you can reach where.
For example, LinkedIn is used by professionals only, and Facebook by all ordinary men. The reputation of the brand is therefore significant for both B2B (business to business) and B2C (business to consumer).
Choose Networks that Support your Brand Image.
There are literally hundreds of social networks out there, but most of them aren’t worth investing your time and energy. Instead, find the platforms that support your brand image, taking the following factors into consideration:
- Facebook is by the far the best platform for promoting brand awareness, as nearly three quarters of Americans adults use the site. Facebook is a great platform for promoting virtually any brand, due to its very heterogeneous user base.
- Instagram is a great option for brands that rely heavily on images, such as clothing companies and retailers. It’s also particularly effective for reaching young adults, Hispanics and African Americans.
- While Google+ hasn’t taken off as well as many people predicted, it can be a great platform to reach men in the technology industry, as two-thirds of the network’s users are men, most of whom work in engineering or other technical professions.
- Pinterest is an excellent social network to reach women, especially for brands selling jewelry or clothing.
- Finally, if you operate a business-to-business company, LinkedIn is a stronger choice for promoting business-related content and connecting with other corporate influencers.
Develop your Voice
Your brand’s personality should be reflected in your social media posts. That means developing a social media voice. This is the way your brand communicates in Tweets, Facebook posts and Snaps. Finding your voice can take some time, but you’ll settle into it eventually. To find your social media voice, consider these three main elements:
- Your company culture: What is the culture like at your company? Your culture is what you stand for, what your company is about and what makes you special. For example, Under Armour’s culture is all about performing to the highest level and being innovative. The use of hashtags like #IWILL in social media posts shows that the company’s social media voice is a direct reflection of its culture.
- You audience: Speaking in a way that your audience connects with is very important. That could include using certain lingo and references that are popular in your target market. Taco Bell is constantly in tune with what’s popular with its audience (a younger demographic) and crafts its social media posts to fit that voice.
- Authenticity: Whatever your social media voice develops into, make sure it’s authentic to your brand. Trying to sound a certain way just to fit in can backfire. According to one of our recent surveys, honesty is the number one trait consumers want from brands on social.
Use Social Media Advertising
Social media ads can help you promote your business and distribute content. You can choose targeting options for these ads to reach the right audience. For example, LinkedIn allows you to segment by things like company, location, gender, age, title, etc.
While Facebook ads give you the ability to target people based on demographics, interests, behaviors, relationships, the advertising can especially be helpful for those who have just started and doesn’t have much followers. The number of followers and likes makes positive impact on the visitor.
Provide Valuable and Shareable Content.
Every single piece of content you share should support your brand image. Remember, humor can be difficult to pull off. If you can use memes effectively, they can be powerful brand-building tools. But if you aren’t 100 percent sure how your audience will respond to your image, resist the temptation to create memes or engage in clickbait strategies that have the potential to reflect poorly on your company.
Figure out which content is most likely to gain visibility on your social networks. Images may resonate better with your audience than blog posts, but you won’t know that if you don’t look at your data.
Be Consistent with your Topics
Sites like Twitter, Facebook and LinkedIn are very good for content curation. Curating is a great way to help you build authority in your industry as well as provide a steady flow of social media posts that aren’t self-promotional..
As a result, your Twitter Timeline can become filled with a random mix of Tweets about five or six completely different topics. Avoid that mistake by streamlining your efforts.
Pick a few topics that are closely related to your industry. Don’t be afraid to use visual content. Articles with images receive 94 percent more views. Twitter content with images receives nearly twice as many views as text posts, even though there are seven times more text posts on Twitter.
Nothing will kill social media branding efforts more than irregular posting. If you only Tweet once every few days or upload one new Instagram picture a month, you’re going to be forgotten. Shortened attention spans combined with rapidly growing social networks have made publishing more important than ever.
One of the best ways to determine how often you should post is to use Sprout Social’s social media publishing and analytics tools. The publishing tools will allow you to schedule your posts to be sent out when your followers are most active.
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Source: Techzafo Limited