Social media is a perfect place for presenting your brand to new recipients and maintaining relationships with existing clients. When taking actions in this area, do you remember to build a proper brand experience? Check what you might have overlooked.
- Use graphic materials that represent your brand’s world of experiences.
- Consistently apply your visual identity, just like in all the other channels.
- Adapt your language to the character of your brand.
- Talk to your fans in accordance with the rules of communication applied in your company.
- Integrate your social media activities with other channels of your brand.
Visual materials are extremely important in shaping your message, especially in the Internet, where, because of a massive amount of content, the users first – above all – look at the content before they read it (or, very often, just browse).
What you present on your profile is a kind of „mood board” introducing your brand to the world. The photographs you post there should be in line with the vision of the world that your brand wants to create and invite the consumers to.
Ask yourself whether this content corresponds with the visual materials used in the other channels, such as the advertisement or printed materials. Do they create one coherent world? Could they be set together on one board? And if not – is this really your goal?
Is the presence of your brand in social media compatible with the guidelines pointed out in the rules of visual identity? These rules should be rigorously observed, both online and offline. They are a kind of „suit” that your brand is wearing – you must make sure it’s appropriately tailored, nicely ironed and properly worn.
Imagine a situation where a company spends a lot of money for a proper implementation of the visual identity into all the contact points with the brand – offices, advertising materials, packaging etc. – while neglecting its Twitter or Facebook profile. An absurd, right? Social media aren’t a separate reality, but new touch points of the brand. Make sure that the rules pointed out in the brand book are applied also in this area.
Language of communication
What is the voice of your brand? Is it young and laid back or serious and distinguished? Social media is an area where the informal language is usually the best option, but, nevertheless, you can still incorporate certain features into it, making it different from all the other messages that Facebook/Twitter (or other) users often encounter. It can be a proper choice of words or the use of precise expressions that will create a certain image of your brand among the recipients.
The language of social media should be in line with the personality of your brand – while preparing the content, always ask yourself if the way you’re expressing yourself corresponds with the character of your brand.
How do you respond to the messages from your fans? Is it in accordance with the customer service policy of your company or maybe you’ve never thought about it before? If the language of communication indicated by the brand strategy is serious, then answering in a „chummy” manner will likely confuse your clients. And the other way around, if the brand is building a casual communication and your online correspondence is rigid like an official letter, it won’t make a good impression on your customers for sure.
Social media can shorten the distance but it isn’t always the best thing to do. If you work for a brand from a premium sector and your customers are mature, serious people, talking to them in a too informal way could be interpreted as a lack of respect. Remember that you should always adapt your language, and not your tools, to the target group.
Responding to comments
Quickly and properly responding to the users’ comments is one of the elements of making a good impression. This way the company shows that it works smoothly, is open to its customers and treats them as dialogue partners, not as a necessary evil. Try to interact with your fans as much as you can, but don’t be intrusive.
Treat the comments like an opportunity to have a conversation, but don’t try to start it at all costs. In an online dialogue, just like in a normal conversation, cross-questioning isn’t always welcome. However, if you believe a comment to be an invitation to talk, always try to accept it. This way you will build the engagement of your community and expand the range of the content you post.
Integration with other channels
Social media is probably just one of many channels you use to communicate with your clients. Remember to integrate your actions from all channels to the extent possible. This way you can achieve better results. A synergetic combination of communications in different channels will increase the chances of your content being noticed and remembered. Therefore, don’t ignore the possibility of crossing borders between individual media and try to make them create a coherent ecosystem surrounding your brand.
The above tips aren’t rules that apply without exception. However, they are guidelines that should be taken into account when creating and implementing your own strategy of presence in social media. It’s necessary to remember that social media is only another contact point with the brand, not a separate reality for which you must create completely new messages, detached from the general communication strategy. When creating your content and interacting with your fans online, remember you’re doing it on behalf of the brand that is guided by certain values, has a specific personality and guidelines formulated in relation to the language and visual communication.
Do you have another idea how to ensure a successful experience of a brand in relation to its presence in social media? Share it in a comment! If you have any questions regarding this argument, you can also write at firstname.lastname@example.org. We’ll certainly help you! :)