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Get Social: 4 Ways to Leverage Social Media to Build Your Brand

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With over 2.3 billion active social media users and 91 percent of retail brands using two or more social media channels, it is increasingly essential brands not only have a presence on social media, but they also accurately and effectively portray their values and vision to their target audience.
Whether your brand is just starting its social media adventure, or you’ve had a presence on multiple platforms for years, there are a couple things to keep in mind to guarantee you’re doing all you can to generate brand awareness and to create a loyal community. Below are four ways to construct a successful social media profile:

Create a Universal Brand Voice.
Before delving into the creation of your social media profiles, decide on a universal brand voice. This voice should be present and consistent across all channels, ensuring your followers are receiving the same perspective regardless of which channel they follow. When choosing this voice, consider your target audience, your company morals and values and the position you wish to attain in the current market. Share this brand voice with employees responsible for managing your social profiles to make sure the content they create is in line with the brand’s overarching strategy and message.

Content is (Still) Key.
In a world where news is shared instantly, it is important to produce content that is not only engaging, but also timely. When creating daily posts, be sure to look at local and national news to ensure you are in line with current trends. We also live in a world where social posts must catch your audiences’ eye within a couple seconds. Without it, they’ve already moved on to the next thing. Use images, short videos (10 to 30 seconds max) and unique articles to engage your followers. Then, monitor how they respond so you can optimize. If you find that a certain type of content seems to garner the most response from your target audience, use that as a guideline when creating future content. In the same manner, if you notice certain posts are not doing as well, try modifying your verbiage or imagery to garner a better response.

Sprinkle in Personality.
Remember, your followers are human just like you. It is important they feel a human element from your brand – something they can connect with on a deeper level. Add in personality to give your brand authenticity and establish a rapport by interacting with your followers and their content. This will also make them more likely to mirror your style and priorities when engaging. Whether it is a post that showcases your brand’s sense of humor or a video that highlights your softer side, these elements are key to building a loyal community that relates to your brand on a more personal level. These social media tactics can convert a passive follower into a brand advocate – sharing your content on their own personal social media channels more often and giving your brand further credibility and broader exposure.

Don’t. Stop. Engaging.
On top of building organic content, it is essential that your brand regularly engages with your target audience as well as other brands. When responding to an upset customer or thanking a happy one, be sure that your responses come across positively. To engage with other brands, share posts that align with your brand’s vision and use comments to show appreciation or agreement. By sharing other brands posts, it helps build credibility by showcasing an awareness of the larger picture. Through both types of engagement, your brand is not only increasing its presence, but also demonstrating a genuine care for and comradery within the greater social media community.

While it may seem daunting to start, growing a positive social media presence is essential to brand development. Using the above techniques will help create an authentic brand voice, develop a following that is in line with your brand vision and garner attention in your target market. If you haven’t already, it’s time to jump on the social media bandwagon and empower your brand!

By Sarah Kinsella, Account Executive at Crowe PR

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