Social media branding provides the most direct way to develop an authentic relationship with customers and your brand.But there isn’t a one size fits all solution, and you should be wary of anyone who tries to tell you otherwise. Instead, the key to successful social media for any branded content initiative is tailoring a plan to fit your companies needs.
As a general rule, social media interactions aimed at brand development should be carefully crafted and feel authentic at every touch point. That means that at both the company and employee level, messaging must be aligned. Also, to become a social business, your plan must be monitored for cohesiveness, tracked for impact, and distributed with a sense of purpose.
With all the knowledge and data surrounding the impact of social media branding, you cannot sit on the sidelines. In today’s social media driven world, it’s imperative that your company joins the online conversation. But there is no need to get overwhelmed. Social media branding is not rocket science. All you need is a clear understanding of your brand, the right distribution management tools, and a desire to start communicating.
While there are many reasons every company should invest in their social media brand, here are my top eight:
1. Increase global brand awareness
Social media has leveled the marketing playing field. Through social media branding, you can reach individuals across the world instantly. Without allocating a portion of your marketing budget to social media branding, your company is missing a tremendous opportunity.
2. Build your tribe
The ability to have a two-way conversation with your customers should be cherished. Social media gives you the ability to develop an ongoing dialogue and bond over shared values and emotions. A robust online presence is the best way to build your tribe.
3. Increase your company’s bottom line
Social media marketing leads to higher conversion rates than traditional advertising. One compelling reason is the humanization effect. Humanizing your brand allows your company to behave like a human during online interactions, and believe it or not, humans prefer doing business with other humans, not faceless corporations.
4. Build Employee Advocacy
With access to effective social media advocacy tools, you can enable employees to become a massive part of your marketing engine. Employees are the backbone of your brand, and as such, they love the products you sell. Instead of keeping employees separate from your corporate marketing efforts, empower your employees with tools like Smarp to communicate with their social networks.
5. Put the personal touch back in branding
Social media branding is more casual, and often more accessible, than high-paid advertising such as TV spots and print ads. With social branding, you can engage with customers on a personal basis and leave a lasting impression.
6. A chance to address customer complaints
A company presence on social media opens the doorway to public complaints. Still, you shouldn’t shy away from negative feedback when it occurs. Instead, you must recognize unhappy and vocal social customers as an opportunity to address their concerns. By addressing the complaints of your end consumer, you have a chance to both change their mind and enhance your offering.
7. Engage with the millennial market
The Millennial Generation, the group of people born between 1980 and 2004, are a vast population with immense buying power. To engage with this technology-addicted generation, you must find them online. The Millennial expects an opportunity to interact with brands online, and it's imperative you meet them in the social space to capture their attention.
8. Build a positive employer brand
Social media branding is an excellent opportunity to show the positive aspects of working for your company. Today, one of the most influential ways to build your employer brand is through social media. As the Millennial Generation will make up 50% of the global job market by 2020, it's crucial to reach those potential applicants online.
In today’s market, it’s important to invest resources and substantial creativity towards social media branding. But remember to treat your online friends and followers like real people, not just electronic profiles that you perceive as dollars signs.