In today’s ever changing digital society how do you set your brand apart? And how do you best represent your brand’s image using social media? It may seem overwhelming with the latest “it” app and social platform popping up almost daily, but if you begin with a solid foundation and understanding of the big three, growing your brand won’t seem as intimidating.
So, what are the big three? Think of Facebook, Instagram and Twitter as the pillars to your brand’s social strategy. If a company has a strong social presence among these three platforms, then they have created a strong foundation and can continue to grow their social brand.
These platforms are tried and true with the largest community of online users.
Target The Right Audience
The next step in your brand’s social strategy is to look at your brand’s target audience. It is also important to understand the demographics of each platform. Sprout Social recently published a demographic breakdown of each social platform. In the article it states that 79% of the nearly 8 in 10 US adults with internet access continue to log into Facebook daily. Instagram has over 600 million users worldwide and Twitter is quickly becoming the leader in social customer service.
Use these numbers to your brand’s advantage. If your product is visual look to Instagram as a jumping off point, then share additional content through Facebook and Twitter by linking blog articles and sharing content. It is also a smart move to look at how you have used social media successfully in the past.
Use Insight To Get It Right
In a previous article, we discussed, conducting an audit of your current posts and looking specifically at each channel’s insights panels. See which posts or pieces of content have delivered the highest levels of engagement for your brand. By having a better understanding of what has and hasn’t worked will allow you to move your brand in the right direction.
Now to bring things together.
Once you understand each platform’s demographic makeup, your brand’s target audience and what your followers want you can press forward with your brand’s social strategy by focusing on content and visual branding.
Make It Visual
So, what is visual branding? Canva explains visual branding as showing your audience who you are as a brand by creating a specific mood through the use of color, specific fonts and text size and graphics and logs. Your visual branding should match your brand. Brands like Coca-Cola and GoPro both use visual branding excellently. If you were to click on any of their social accounts you would immediately be able to identify the brand, its culture and its audience.
Bring It Together
It is important for your audience to know who you are as a brand, but it is equally important for your audience to see you. As a brand, posting should be consistent and regular, but not identical and expected. Using the big three effectively and efficiently is key to growing your brand.
The best way to put all these pieces together is to think of the big three as legs of a bar stool. Branding, profile image, and color scheme should be consistent but post format and content should be slightly different with an emphasis on what works best for that channel. While some content is shared some is individual to each platform.
Let’s take the example of a great blog post just added to your brand’s website. When sharing this content among your social channels remember to keep your message consistent, but each post is individual.
- Share a link on Facebook with a longer caption telling your followers what the blog is about, maybe include a quote and share a few images.
- For Instagram share a great image pulled from the blog with a caption explaining a bit about the image itself with a tie into the article and a “link in bio” blurb. You can also share a “NEW ON THE BLOG” Insta story with screen captures and quotes including tags and hashtags relevant to the post.
- Finally, when posting to Twitter, keep things short and sweet include a link and pull a quote that best sums up the post.
Each of the above described social posts that link back to your brand’s website and will therefore boost your click through rate and increase site traffic. It is important to note that each post was slightly different, but still contained the same message.
Live posting is a great way to grab attention and stay relevant, but a good way to track and schedule your posts is to create a content calendar. A calendar is a tool to help your brand stay consistent.
Social posting should also include a variety of original content, user-generated content and curated content from outside sources. You want to link to your own site about half the time and share relevant content the other 50%.
As a brand, once you have a strong understanding and grasp of the big three you will be able to effectively expand your social strategy to sites like LinkedIn, Pinterest, Google+, YouTube and even Snapchat.
And after all isn’t growth a brand’s number one goal?
If you’re thinking that you simply don’t have time to invest in promoting and sharing your content on social media, let us know. We can help your brand utilize the big three effectively and create a plan that will get you results.