March 13th, 2019
Social Media is one of the most useful and affordable tools to build any successful brand. Social media is not specific to a group or product and making wise use of it will prove advantageous to any brand. But your objective should not be to publish photos of your brand representatives at a random array of local events or donating to various charities.
This kind of display will prove beneficial, but only if you keep everything tied to the objectives of your brand. Aim to educate your customers. Highlight all the good attributes they already see and emphasize the ones they do not see. But don’t be too aggressive. There is no need to post long rants about your brand or your competitors all over social media.
Use simple Memes and creative videos to emphasize and reemphasize all that your brand represents. This will, however, require that you keep up to date with the latest trends. Companies all around the world have participated in various challenges to get potential clients curious about their brand. But no one can predict which trend will be cluttering up your news feed three months from now.
Social media is not about forcing your message into the lives of your customers. If you make use of this tool to your advantage, potential clients will be sharing your message all around the world without ever asking you for a dime. Social media allows you to waltz right into the homes of the very group of people you wish to target. But, in order to reach them, you have to make them welcome you into their homes.
You will only be able to achieve that if you present your brand in a way that excites or intrigues the masses. Be warned, however, there is a hidden danger in this strategy. Social media makes it very easy for your clients to ‘call you out’ on whatever issues they may have with your product or service. Be sure to carefully monitor the comments being posted and prepare yourself to have to do damage control at just about any time.
Anything offensive that is posted on your account can reach the very ends of the earth in just a few seconds. And even if you eventually delete it, this harmful content will do permanent damage before you are even aware of the harm that was done. That is why I strongly discourage delegating the task of posting on and monitoring your social media accounts unless you have hired a proven, trusted professional to do so.
If you want to make use of social media effectively, you will need to devise a plan that emphasizes the goals and message of your brand. Your social media account should simply be an extension of your brand strategy. But once again, this is far easier said than done. It is so easy to become swept up in the millions of Tweets, posts, Snapchats and comments that you can lose sight of their goals altogether.
Remember that your brand was designed to send one central message and to reach a very specific group of people. That means every image or post you make should be tied to a specific objective. Your aim should not be merely to entertain your audience. While it is true that comedic content will help attract new followers, you may very well end up attracting the wrong kind of people.
It is best to focus on educating your followers, especially when your brand is relatively new. If you are able to combine being entertaining and informative, you have already won the battle. Always remember that managing your social media accounts will be almost like a full-time job. So, while it is good to use various social media platforms to build your brand, try not to stretch your resources too thin. Your time is always your most precious resource.
It is good to carefully select a few platforms that are known to be favorites of your buyer personas. The beauty of a social media account is that it is one touch point where you are encouraged to make contact with your clients as often as possible. If you have multiple accounts, it is okay to find a good social media management tool that can help you to manage and schedule your posts, keep a calendar of your posts, repeat your posts if you’d like to do so in the future, manage your feeds, and be alerted to negative comments so that you can attend to them timely and appropriately. If you have a good management tool you can specify what information you post to each of your social media accounts. You don’t have to stress too much about having more than one or two accounts with a good management tool.
Your objective should be focused on providing good, informational content to your customers or potential customers. And in order to get that information to them, you need to be able to design a good social media strategy.