How to enhance your brand with better social media
1. Decide what you want from social media.
Most of our clients' first response is ‘I want more followers’. But why do you want more followers? What would a higher number of followers mean for your business? More followers may not automatically translate into more traffic to your site.
If for example, you need better leads through your website to generate more revenue, you'll need to increase your page impressions and click rate. This could be done through a creative content plan and is not totally dependent on how many followers you have on social.
Or if you need more awareness of your brand online, followers do play a slightly bigger factor but I would argue that you should be focusing on engagement, as this is what search engines take note of most. Getting audiences to shout about your brand online will boost your online presence and give any links to your site a sweet SEO boost.
2. Set the tone for your social identity.
When developing your digital strategy, create a few guidelines for your team on the tone of voice you want to have on social media platforms. To decide this you will need to look towards your customers and reflect their tone back to them. For example, if you are selling high-end fashion to young affluent women, you may want to take a light-hearted approach. Use ‘trendy’ language, give opinions on London Fashion Week and make jokes. However if you are selling to a business audience your language on social could be more reassuring, knowledgeable and slighly more formal. Whatever tone you take when talking to your audience, make sure it is consistent and clear across the social channels. Do be mindful that even the most easy going brands will have rules in place to not upset customers. Consider if you are willing to talk politics, share controversial material or what level of swearing is acceptable online (we'd advise most brands to steer clear!).
3. Monitor your online reputation.
There is a plethora of tools available to watch how audiences are interacting with your brand online. Setting up Google Alerts for your business is the simplest way to start tracking what people are saying about you online.
You can also harness other tools such as Hootsuite or Brand Watch to monitor your competitors or watch what types of topics get mentioned along with your brand. The quicker you are able to get information on what is being said about your brand, the faster your response time will be. You can then make the most out of any opportunities or turnaround a poor review of your business quickly.
As brands grow, they can become more susceptible to negative press and online PR, so monitoring is vital in crisis management. The whole point of monitoring your social accounts is so you can learn, improve and develop, ensuring you deal with any difficult situations in a timely and appropriate manner.
4. Reward your followers.
Why should people follow your social media accounts? We live in a time where audiences are not afraid to ask ‘what’s in it for me?’, so you do need to think about rewarding your customers for showing their support for you online.
It could be as simple as getting exclusive content or access to competitions. Brands with multiple social media channels also need to differentiate the reward for each platform. Why should a customer follow both Facebook and Twitter if the content is going to be identical? Perhaps Instagram offers a behind the scenes look of your business that your obsessive fans would appreciate, while Twitter gives customers the first chance to buy a new product. This omni-channel approach is a great way to set your brand apart from the competition.
Loved this advice? There is more of it where it came from! Get in touch with the Wrapped team to get help to elevate your brand online.