Your company has great branding, game-changing products, innovative content—the works. But does it have a solid social media strategy?
If not, you could be missing out on a lot of potential revenue.
Social media has made it easier than ever to reach and engage with consumers, because the communication is instant. You can get your message out and hear the reaction almost instantly. Below are some tips on how to build your brand personality on various social media channels. Follow these tips for each social platform and start growing your audience.
Facebook is a great platform for showcasing your brand’s personality because it’s a one-stop shop for content creation. You can upload photos, create polls, stream live videos, or make groups for your business. Here are a few tips to help you get more out of Facebook.
Share the Behind the Scenes
Showing your followers the inner workings of your company gives them a peek into a world they can only imagine. A quick video of how a product is made or the planning of your services lets your customers feel like they’re part of the process. Also, highlighting your people and staff humanizes your brand, making it easier for people to connect.
Showcase your Fans
One of the best ways to position your brand is to let your fans speak for you. Share images or videos of pleased customers, and let them share their stories. Be genuine in your engagement to really get people to connect with you and follow your page.
Social media users don’t like to wait long for a response. If you post an image and ask people to comment, be available during the hours following the post. Most customers now ask business-related questions directly on social media, so you need to show your customers you’re online and available.
Share your Wisdom
People follow your company because you’ve said something they like or because they like your products. While they expect to see information posted about your brand, they’re also looking for you to educate them on topics relevant to your business. Share your knowledge, and keep people updated on subjects related to your company and brand.
Facebook Live is a great tool for allowing your followers to see you up close and personal. Use the functionality to host a Q&A session, educate people on your products, or broadcast your company’s latest corporate barbeque event. Live video doesn’t have to be perfectly scripted—it simply has to be interesting.
Instagram is a platform that allows you to build a consistent theme that corresponds to your marketing messaging. Creating a feed that reflects your brand and core values translates into highly engaged followers and, ideally, more sales. Whether you’re posting videos or photos on Instagram, the following tips will help you create a cohesive feed that will inspire your target audience.
Define your Style
People visit Instagram for visual inspiration. Before you start posting, determine if there are colors or moods you want to represent in your feed. Be consistent with the tone of voice you use as you post and use the same tone across all social media channels.
Share Relatable Images
Instagram visitors are more likely to engage with content that is equal parts professional and humanizing. Post images that inspire visitors and help them define their dream of who they want to be.
Dress Up your Photos
If you have a product-based company, find props to complement your products and showcase them well. If you provide a service for your customers, rather than a physical product, make use of the photo description to give some context to the image and how it relates to your service. The idea is to catch a viewer’s eye first to get them looking closer, and well-placed props make for great eye candy.
Collaborate and Build Partnerships
Instagram is an active, loyal community. Reach out to influencers and brands who align with your brand for opportunities to work together. It’s a crucial step—one that will help you get important exposure and grow your following organically.
Don’t Forget the Hashtags
Hashtags are important to help guide viewers to your images, but they’re also a great way to show your brand’s personality. Coca-Cola’s personalized name campaign, #ShareACoke, is a great example of aligning a campaign with a brand. It was launched in 2013, and the movement is still going strong today.
Twitter is a tool that allows you to quickly get the word out to your customers and followers. It’s also a great way to stay on top of industry or market segment news. Hashtags and careful keyword use help people refine their searches quickly, and most users appreciate brief, concise snippets of information. Follow these tips on how to engage with users and grow your following on Twitter.
Follow and Retweet
Find people or businesses that share the same standards and ideas of your brand. Follow them and retweet posts you like—not just business-related posts. If someone is saying something that makes you laugh or inspires you, and it fits your brand’s style, retweet and watch your followers respond.
Join a Twitter Chat
A Twitter Chat happens when a pre-arranged chat is scheduled to gather a group of Twitter users to discuss a specific topic. The topic assigns a specific hashtag, and users participate in a virtual chat, tagging each response with the assigned hashtag. These chats are the perfect way to engage with people interested in the same topic at once and make new connections. Once you know the ropes, you might even consider hosting your own.
Show Some Personality
Twitter is the perfect platform for letting your virtual hair down and having some fun. Popular fast food chain, Wendy’s, is winning people over with punchy, sarcastic tweets, and people are paying attention. Share GIFs, videos, and memes, if they’re appropriate for your brand, and get a bit clever in your tweeting.
Tweet the Trends
If possible, use current trending keywords and topics to give your tweets the best possible visibility. You’re more likely to get retweeted, and consumers will know your content is up-to-date and relevant. Trending topics and hashtags can be found on the left side of your desktop feed or in the search area on mobile.
When responding to a mention on Twitter, a simple thank-you can go a long way. People appreciate it when a brand acknowledges their shout out, and they’ll notice that you’re listening. You can get creative with GIFs, or respond with a simple thoughtful note.
LinkedIn is a leading channel for B2B marketers. If you are selling to businesses, LinkedIn is somewhere you and your business need to be. Because it’s built on the idea of creating business connections, you can build brand awareness quickly by creating key content or by connecting with potential customers.
Build an Interesting Company Page
As a brand, you want people to connect with you, share your values, and like you. When you’re creating your company page on LinkedIn, share why you do what you do. Tell people what you’re most proud of, what you stand for, and what kind of company you are.
Become a Thought Leader
LinkedIn allows you to post articles and share content with your followers. Create articles showcasing your knowledge about your industry and services in an engaging way, and people will start listening. As you develop a reputation for your expertise in various areas, your connections and followers will grow.
Follow People You Admire
Seek out other brands or professionals you admire and see how they’re using the platform. Are they active in groups that pertain to you and your business? If so, join those groups, pay attention and engage. Quality connections can help establish credibility for you and your brand.
Highlight Your Company Culture
LinkedIn isn’t just a great resource for connecting with like-minded professionals—it’s also a wonderful place to recruit talent for your organization. Sharing articles and posts on your company page about employee culture and events allows you to showcase your people and attract new recruits.
Share Company Updates
Celebrate a new hire or post about opening your second location in your company updates section. When you’re consistently posting updates, people will notice you’re present and care about your company perception. When you post, they’ll listen.
Must-Haves for Any Social Strategy
Whether you use all of the above platforms or just a couple, there are a few investments you should make for your social media marketing initiatives.
- Social Media Management Software: If you have multiple social accounts to handle, make the investment in a tool that can collapse them all into one simple dashboard for easy management.
- Reliable Internet: You don’t want to lose a connection in the middle of a livestream or Twitter chat, so don’t skimp on your internet choice; you don’t even have to pick the fastest internet—just make sure you go with a provider that can reliably meet your bandwidth and support needs.
- Dedicated Staff (or Hours) for Social Media Moderation: As noted above, social media often requires dedicated engagement. If possible, invest in a social media strategist to handle customer engagement across platforms; if you don’t have the resources, at least make sure to set aside some time each day to give attention to each platform you’re on.
Remember that your brand personality should reflect what you do as a company and why you do it. Having a strong online brand identity that is authentic and engaging will not only attract customers, but it will also attract long-time fans for you and your brand.
Bio: Hilary Bird writes about the things that fascinate her the most: relationships, technology, and how they impact each other. She’s spent over three years in the startup marketing trenches, having mastered video marketing, social media marketing, and influencer marketing. She writes to share her digital marketing ups, downs, and everything in between.