It is not easy being a brand on social media! Here, people care more about connecting with each other than a company or a logo. This makes it challenging for corporates to have an effective communication strategy to shine above the rest. Brands need to create a persona that represents their image, delivers their message and works on social media.
Social media gives brands the chance to develop a personality and style that is more amiable and relevant than a print ad.Establishing a consistent personality helps to humanize your brand, connect emotionally with your audience and take part in conversations naturally. This can go a long way to determine how people perceive you. People will always prefer to buy from a brand that they can relate to better. As you can see, your social media updates are more than just words. If your brand is trusted, your audience will end up doing your marketing for you.
Across board, social media experts agree that following these simple steps will work wonders to your social media communications:
Assess Culture: Look internally at the culture of your brand and find out what makes your brand unique. Even amongst directly competing brands, your audience should be able to tell you apart based on the vibe your brand gives out. This is essentially the personality of your brand.
Assess Audience: Using social media listening tools, you can find out more about your audiences. Once you know how your community speaks and what they care about, you can use their language to connect over topics that are close to their hearts. Chances of them wanting to speak back to you will be higher and more engaging.
Assess Purpose and Value: It is important to be clear about what your brand wants to bring to the conversation with the audience. Why are you on social media in the first place? For building your brand reputation, tackling customer service, subtly selling your products and services or for educating your prospective customers about your ongoing offers.
Assess Brand Voice: Once you have clarity on the above steps, you can start developing a voice for your brand that matches the character of your brand. So you decide if you want to be friendly, quirky, formal, provocative, funny, edgy, authoritative, or informative.
The key takeaways to a killer social media brand strategy are:
- Focus on the experience and emotions associated with your brand
- Involve your followers
- Keep the product messages low key
- Be Relevant
It might take some time, but all good relationships need hard work, don’t they?