This article was ghostwritten for Gnu World Media. It is written in British English.
It’s rare to come across a company that doesn’t have a presence on social media, even if it’s just one or two of the more popular channels. In fact, social media has become one of the most important ways that companies interact with their clients and market their goods or services.
Just as it is important to maintain your brand both visually and communicatively on your website and with your marketing collateral, it is just as important to carry this identity over into your social media marketing. It’s easy to forget that your social media presence is an integral part of your marketing strategy and it’s key to your overall brand image that your content is consistent to your company’s messaging.
You don’t want your users arriving on your Facebook page and not immediately recognising it as yours. If there is a disconnect between your website branding and your social media branding, then your brand itself is at risk of being diluted. Here are a few key things to consider when compiling your social media content and presence.
If you have a corporate identity for your company, your tone should be well established. This is how you communicate with your clients or users. Your industry and how you like to approach interactions with potential or existing clients will dictate how you address them. Your website content should be a prime example of this.
A financial company, by way of example, will have a more professional and factual tone while a restaurant can get away with a more conversational approach. Some companies even use humour or slang to make a stronger connection with their audience. Whatever approach you deem appropriate, you must carry this voice over to your social media posts and interactions.
Whether it’s just photos or more complex graphics, your corporate identity probably includes examples and guidelines for what type of imagery suits your brand. Again, these images must be consistent across all applications, from your website to your brochures and, of course, your social media posts.
This applies to the type of photos you use (composition, colour saturation etc.), the colours in your graphics and fonts for any wording you add. Even the use of filters, if any, needs to be consistent. Decide early on if this is a look that suits your brand.
This ties back to the tone or voice you want to use when engaging with your audience. Do you prefer a professional tone or would like to banter with your followers?
You also have to consider how much interaction you want. If someone compliments a photo you post, do you say thanks? Or do you just stick to answering direct questions? Again, this is something that needs to be decided right in the beginning as it forms part of how your company presents itself.
Unless you want to stick to only sharing your own content, which is inadvisable, you’ll need a curated content plan with links to other blogs and articles that are relevant to your brand.
Sure, you can have a little fun with this from time to time but this may not always be appropriate, especially if it’s not in the tone that you set for your brand when you first started out.
If you do want to share content that is outside of your industry, this is a theme that you must set in the beginning as well. After all, social media is a great way to let your target market know what you care about not just what you do.
You might assume that updating your social media every day is the way to go and most of the time this is true. But the frequency is also dictated by your content.
If you choose to only share content directly related to your industry or product, then it may not be possible to find relevant and interesting content for every day of the week. Or worse, you could up losing followers because they find your content to be repetitive or boring.
Choosing Your Platforms
Facebook and Twitter might be the most obvious choices when it comes to creating social media streams but don’t overlook the multiple other platforms even if they don’t initially seem to relate to your brand.
It’s also worth considering how you use the platform and whether or not all content should be equal across all your social media. What suits Facebook doesn’t necessarily work for something like Instagram and, while consistency is important for your brand, content still needs to be tailored to suit each platform’s audience.
It’s also important to maintain consistency across these platforms in terms of your name, profile picture, and description. This helps make your brand easier to recognise at first glance.
At Gnu World, we help companies promote their brands through effective online marketing. Contact us today to discuss how we can help your brand grow.