Social media has become a tool for businesses the world over to launch, promote and grow their business. It is also a way to establish an ongoing relationship with existing clients, potential customers and everything in between. No matter what you’re selling, you want to show your followers that you are a company that they can trust. Through social media, it is possible to establish a brand identity and maintain a conversation with your target audience in a way that was unprecedented.
The main question is, how do you do this effectively? There are many ways to get started and a few things to avoid. After all, people are now very internet savvy and can see through disingenuous or fake brand identities so you need to get it right from the very first tweet or post.
1. Have a plan, but be ready to adapt
The online world moves fast so while it is important to have a communication strategy in place, you should also be ready to move quickly on opportunities that present themselves. Keeping a regular schedule of posts is essential to show that you care about your business and are always on top of the latest trends in your industry.
Having a plan will also give you some consistency to your messaging. This is very important as if your posting is erratic then you will not be able to establish one identity as a company that people can relate to.
2. You’re going to need content
Reposting and sharing the content of others can be helpful in many ways. However, if you are going to establish a strong branding presence that people can relate to and trust, you’re going to need your own content.
3. Keep it light
You should always look to put a positive spin on what you have to say about your business and the world around us. There are some notable exceptions where some sensitivity may need to be used, but for the most part, you should aim to keep your communication light and positive.
By consistently giving out a message that makes people smile you will be generating a greater level of trust and people will start to look forward to your communications.
With just a few clicks you could start liking other social profiles of businesses that are in your field but are not your competition. This is a great way to stay on top of trends and to join a discussion that is already happening. Your PR agency can help you with the research required to establish which companies you should network with and start to share content with.
5. Establish a voice
You should always try to keep the communication that you send out on social media as consistent as possible. For this reason, you need to be able to maintain the same tone and voice in all of your posts.
6. See what the competition is doing
If you want to get a feel for the best place to start, competitive analysis can help a great deal. By seeing the kind of content and messaging that is resonating with your target audience you can gain some valuable insights and catch up to what your competition has been doing in no time. It is important that you come up with your own identity through and you don’t try to simply replicate what the others are doing.
7. Don’t get political
Unless politics is a key factor in your business it is often best to steer clear of the subject. You should also stay well away from any topics that have polarized viewpoints. The last thing that you want to do is to alienate any potential customers or clients.