It’s important to carry your company’s brand across all your social media accounts. When your market visits any of your online properties, it needs to be able to immediately recognize it as part of your business. Your social media brand must be strong, highly recognizable and convey the proper messages to your audience.
If you have already established your brand on your website, making sure that same brand is visible on your social media profile pages can be relatively simple. The key is to leverage all the options each social media site has and find ways they can work for your brand.
Profile pictures, cover photos and backgrounds are all visual elements that you can manipulate. Social media sites have their own layout and design, but they all let users personalize their profile to some extent. Carefully choose what kinds of images you upload and use to represent your brand on social media.
Some businesses use their logo as a profile picture. This can help with branding, but some argue that a person’s face is more effective in garnering interaction and traffic. You can experiment with both types of profile pictures to see which works better for your business and audience.
Tone and Voice
The way you use social media can also help you build your brand. Social media in general is more relaxed and casual, but you can still use your brand’s voice. If your brand is more professional and serious-toned, use that same type of writing on your social media profile. But, if your brand is more casual, let that show through on your biography, description and even each social media post.
You may not realize it, but the type of content you share on social media can help you create your brand. For example, if your company strives to establish a reputation as a resource that provides information about your industry, you can share helpful and useful content. On the other hand, if your brand is more visual and you are all about teaching your market how it can use your products, you could post more pictures, product details and even how-to material.
Both your own, original content and other peoples’ content that you share has an impact on the brand image you convey on social media. The content you create yourself may be easier to align with your brand, but in the end, your audience will associate your business with the content you share from others just as much as it will with the content you create.
Engagement and Customer Service
These days social media is a huge part of customer service. Many brands answer questions and even provide limited support through Facebook, Twitter and other social media sites. Even if your business decides not to provide social media support, the way you interact with users speaks to your brand. Being open and approachable will help your brand become more transparent. In general, it’s a good idea to be open and engaging on social media, since that is the main purpose of the medium. However, you can decide how much you respond to one-on-one questions and posts.
Bringing your brand to your social media accounts is a matter of carefully choosing how you set up your profile, the tone you use, the content you share and how you interact with your audience.