In a digital age, we are exposed to social media every day. Whether for personal or business use, social media provides us with an opportunity to communicate and share content in real-time. This is what makes it so unique from a marketing perspective.
Facebook alone has 1.79 billion daily active users worldwide. Instagram boasts 1 billion monthly active users, LinkedIn sits at 675 million monthly active users, and Twitter reports 186 million daily active users. There are also over 2 billion logged-in monthly users reported worldwide on YouTube.
Having a presence on social media shows the world that your business is current and approachable. It also provides your customers with a unique way to learn more about your brand and forge a personal connection with you. This is precisely why social media branding needs to be a vital part of your marketing strategy.
Author and speaker Dave Willis says it well: "Don't use social media to impress people; use it to impact people."
Social media marketing is about meeting your target audience and finding ways to encourage social interaction with others and your brand. In order to do this successfully, you need to first identify your brand voice, story, and image. This is what will define your “brand essence,” and in short, what makes you truly unique. Pro Tip: Consistency is the foundation of a strong brand.
Social media engagement is some form of interaction between the customer and the brand, which takes place within social media networks.
Once you’ve clearly defined the essence of your brand, the next step is to focus on how you want to engage with your audience. Engagement should be an important part of your branding strategy. It allows you to measure whether the content you’re creating is resonating with your audience.
You know your brand’s personality best. So, when thinking about your target audience, consider what type of voice and content will resonate. When building your branding strategy as it relates to engagement, you may want to ask yourself the following questions:
The size of your team will most certainly play a part in how robust your engagement strategy is. (Learn more about the roles of a social media team.)
There many benefits to creating a social media branding strategy. Taking the time to do this will only enhance your overall marketing efforts. Remember that your content should be driven by your target audience. Don’t be afraid to communicate with your customers to find out what’s working and what’s not. The more you understand their needs, the better your engagement rates will be.
The payoff? As you increase brand awareness, you will gain more followers. This will garnish more leads, conversion, sales, growth, and ultimately customer loyalty. Your success will be determined when your marketing strategy delivers against your business goals. So, make no mistake that social media branding is a crucial piece of the puzzle.
“It's important to be where your audience of potential customers is today, and where they might be tomorrow. It's better to be ahead of the curve than behind.” — Andrew Delaney, Social Media Marketing Manager at HubSpot
Kim is a seasoned content marketing professional with twelve years of corporate communications experience. Her sweet spot is with creative writing both short and long-form, and she has a proven track record working with IBM, Jackson Healthcare, and Walt Disney World, among many others. Kim is also a singer and actress and has been performing on stage and screen her entire life and has a great passion for TV and film production.