If you’re in business you’re likely on social media. Social media channels can be a great way to share what you do with the masses. In the best-case scenario, you’ll net new clients and inspire your followers, but brand consistency is key if you want your social media presence to have a lasting impact for your business.
In this article we highlight 5 ways to safeguard your brand’s integrity on social media. After all, you’ve worked hard to build your brand, so make sure your social media accounts best reflect it and portray the right image to your audience.
1. Keep your content on point
On many social media platforms (think Twitter as the most pertinent example) you only have a few short characters to communicate. When you consider you’re trying to use the platform to position your brand, differentiate it from competition and build its authority in your customer’s minds, it makes sense you need to choose your words carefully. When framing content for social media posts always ensure your message contains consistent language in-line with your branding and core business. If you’re writing the content yourself, don’t make crafting it an afterthought you do in a rush at 5pm as you’re bolting for the train. Take the time to plan your messaging, create a schedule for posts and make sure you have someone with an eye for detail edit for you.
Likewise, if you’re outsourcing your content crafting ensure you provide the writer with as much brand-specific information as possible and plenty of facts and figures about your core business too.
2. Find your voice
How do you generally talk to your customers? Is the conversation casual? Formal? Business-like? Does your industry use specific acronyms or jargon? Is there a phrase your customers have come to associate with your services? First up, it helps to take stock of how your stakeholders already perceive you and what your offline messaging is saying about your business’ “voice”.
Creating an authentic image on social media is all about ensuring your content is consistent with the physical image you portray in your business dealings. If you need help to better craft your voice, hire a content expert to get your key messaging straight.
3. Use logos and brand colours – always
You’ve spent a lot of time designing logos and deciding on the colours you wish to represent your business, now make sure you’re making the most of them in your social media posts! If you’re coupling images with words on platforms like Facebook or LinkedIn, ensure you have a logo or watermark built into the image and choose colours that gel nicely with your branding at all times. Make sure you maintain a consistent layout with your posts also – this way customers will know what to look for when it comes to seeking out your brand and this consistency helps to build brand credibility too.
4. Choose your channels carefully
Facebook may not be the best social media channel for your business, perhaps you’d do better putting your efforts into Twitter? How many of your target audience use LinkedIn? Each social media channel requires different language, imagery and layout so it pays to do some scrolling around first off to see where you best fit. If all of the channels on offer apply, remember you’ll need to keep the content you share tailored to each one specifically. This is actually to protect your brand integrity, even if it feels that crafting unique content on the same topic is inconsistent in itself.
5. Think about timing
Where are your customers at 5pm on a Friday evening? Is this really the best time to be spruiking your business to them on social media? There’s countless studies out there about the best times to post on social media, and as helpful as the message is, the right timing for your business will depend on your business itself; the industry you’re in, how new customers come on board and what/when your audience is most likely to be engaging with social media channels online.
You might need to do a bit of market research into your customer base or your projected customer base to get the timing right here, but in the most part, carefully timing your posts will be beneficial in making the most of your carefully crafted social media messaging.
Need help with your social media presence? Not sure where to start?
Ingredior are experts at helping businesses in their phases of growth, whether that be by assisting to uncover the benefits of strategic finance or honing in on their marketing and, specifically, their branding and social media presence.
- Appoint a proof-reader (could be colleague, friend, sibling, family, parents, professional)
*The great thing about this is you get to understand what parts of the content you are writing doesn’t make sense to the average person.
- Workout what your audience wants to hear about – check out our ‘Test this Theory’ section below.
- Work out where your audience plays – don’t worry about being on every social platform, pick one or two and do them REALLY WELL.
- Consider how each part of content is important – the words, the imagery and how they relate to each other. It is important to make sense, be engaging for those reading, inform and educate – after all this, the sale will come or they will move away – either way you know what ‘camp’ they sit in and who to focus on.
Test this theory:
- List quickly, without thinking too much about it
- What is your most popular item?
- What type of people are purchasing from you?
- What is the one question you get asked the most?
Now, based on the answers above, outline the following potential brand content
*Marry the answers from above to identify the subject matter and create specific information around this.
- Take your most popular item and see how it might marry up to the type of person who is purchasing it and outline some specific answers to questions they may have
*This gives you the chance to talk about your business & activities in an informative way – not direct selling.
- List out 3 bits of information you can share on each point above
- Your most popular item can become the ‘core item’ you are known for on social media – offers a point of difference to competitors or similar businesses
- Tailor the messaging to the type of person – male or female language, imagery choice, colour, level of detailed information required, etc…
- Create a series of posts, videos about the one question you get asked the most. You might choose to have a dedicated month to that particular subject matter with a host of information to share, interview experts and share it all online.
Already you will find you have 1-2 months’ worth of content for your social channels.