Today, social media is the fastest way to expose a brand, so it’s essential that it’s represented and communicated accurately. A brand is anchored by its values, and there’s no better place to let those values shine than in the social realm. Whether you’re just getting started in social or have been a pro for years, here are a few ways to ensure that you’re staying true to the brand you’ve worked so hard to build.
1. Know Your Social Personality
Before you can stay true to your brand in the social media world, you have to know what your personality is. Social media creates space for your brand to reveal its authenticity and give a great picture of what you’re about. While some brands may default to humor, it’s not the only way to be personal. Maybe your brand is warm and caring, or maybe it’s more direct and serious – whatever it is, be sure that the tone of your posts shows the personality you wish to convey. The best way to establish your personality is to outline your brand’s values and identify your audience.
2. Be Creative but Consistent
You can’t have creativity without some consistency. Once you’ve landed on what your brand personality is, ensure that the majority of your content follows that voice and embodies your values in every post. So you’ve decided you want to up your creativity with #WisdomWednesday? Go for it – but make sure the content stays in line with your brand personality and is posted consistently each week.
It may feel constraining, but as with many lessons in marketing, some rules are meant to be broken – as long as they’re executed strategically. Say you have a fairly “serious” voice in the social realm, but every once in a while, you want to infuse a sense of fun with your audience. Feel free to stray from the norm, but make sure it’s executed thoughtfully and is appropriate for your target audience.
3. Be Visual
Whether your business is finance or fashion design, the best way to reveal your personality is through imagery. Never has a picture been more worth a thousand words than on social media. Social Media Examiner found that photos are the most engaging type of content on Facebook, with a staggering 87 percent interaction rate from fans. Whenever possible, opt for utilizing photos and videos to communicate your values and showcase your personality.
4. Stick to a Story
Every brand has a story – whether it’s the story of how the company was built or the stories of who it impacts on a daily basis. Story matters, and on social media, it can be one of your greatest tools. The strongest connection a consumer, donor, or partner of a brand can make is to hear from someone just like them. Utilize your staff and customers to share their own stories and use them in the social realm.
5. Be Responsive
You may have noticed that some Facebook fan pages have started displaying response rates to messages and inquiries if more than 90 percent of them are answered in less than five minutes. More and more, consumers are trying to connect with brands via social media rather than the contact form on their website. Whether through messages or comments, each post gives you the opportunity to connect with your audience directly, so take advantage of it and invest time in responding efficiently.
Along those same lines, take this opportunity to show authenticity with your brand. If someone uses your page to post problems or complaints, respond quickly and graciously. This will show that you’re not only determined to help in any way, but also that you’re paying attention.
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