The advent and rapid expansion of social media has progressed much past being a medium for you to talk to out-of-town family members. Social media has become an essential and effective communication tool for companies, corporations, and brands.

It’s a two-way street for communication that helps to engage customers. Social media is a platform for making connections and should be looked at as a community. It’s also the place many people turn to for customer support. These interactions and online conversations help build brand trust and form a community around your service or product.

Brand awareness in both B2B and business to consumer fields should be a top priority. Nearly 2.5 billion people have a social media account! Numbers like that make it easy to understand why social media is crucial to creating brand awareness. Below are four effective strategies to incorporate into your online strategies.

Brand awareness should be your top priority.

    Building a strong and reputable brand doesn’t happen in the blink of an eye. It takes time, patience, tinkering, and dedication. It is important to build a strong and consistent brand across the respective social media platforms being deployed. A brand’s image and profile on Facebook, Instagram, Twitter, LinkedIn, website, and wherever else it has an online presence should be uniform. Consistency with style, tone (what and how the brand communicates), graphics and visuals (pictures, gifs, emojis, videos), colours (gives personality, impact and meaning), quotes, and popular hashtags lets followers know what to expect.
    Knowing which networks to invest your time and energy in is imperative. Find the right platforms that support your brand’s image. What do you seek to achieve? Not all platforms will fit your brand visions. Facebook is one of the top platforms for promoting brand awareness and ease of use. Instagram is perfectly tailored for brands with a heavy reliance on images – think retailers, restaurants, event venues and artists – and is effective in reaching the millennial age group. LinkedIn is excellent for B2B and a strong choice for business-related content and connecting with corporate influencers.
    It’s admittedly challenging to tow the line between too much posting and infrequent posting. You don’t want to flood people with posts, nor keep them in the dark. Tweeting a couple times a week or one Instagram post a month, will soon make you an afterthought. Publishing is more important than ever. How frequent you post is largely dependent on your audience. This takes some trial and error and keeping an eye on your analytics. Analytics lets you gauge which posts are gaining the most engagement. Ask for feedback and encourage discussions about what you post. Determining a content schedule for each platform can also help.
    You have to be reliable, fast, and responsive when it comes to inquiries and communicating with current and potential customers online. A quick and timely response shows your human side and that you care for your customers. Social media users yearn for authenticity and active engagement with your audience goes a long way. If someone writes a positive review, acknowledge and like their post. If you receive a negative review, have the appropriate person on your team address the complaint with genuine transparency and make your efforts in solving the problem known.

Social media is an effective tool to market your brand and stand out in a crowd. When done correctly, social media can and will help you connect to your target audience in your desired way. When done right, social media branding makes the rest of your sales process more efficient. This proven tool takes relationships to the next level.

CIPR has a team of social media rockstars, ready to work with you in building your brand on social media – send us a note and let’s chat.


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