Social media, compared to all other mediums, presents a unique opportunity to establish a customer’s relationship with a brand. It allows you to build those deep-emotional connections with consumers and gives your brand character that advertising, packaging, and even a website, simply can’t.
Currently, in its experimental stage, the industry is still exploring social media’s potential in terms of its influence. With even the biggest brands taking risks on the content that they share, we learn more about what works and what doesn’t.
Timing is everything
Content establishes your brand’s personality and gives it character. The way you behave online makes a huge impact on how you’re seen by your target audience. Generally, the ‘acceptable norm’ and the way your brand should behave falls heavily on the social media platform and the ‘social etiquette’ of its principal users.
See, for example, the Wendy’s Twitter Account, with timely and comical tweets aimed at rivals – the company comes off as playful, relaxed, and likable – but that attitude clearly wouldn’t work for everyone. Making fun of a rival in a tasteful manner is a delicate art – and it only works if you’ve established the rapport and the character beforehand. Tone, audience, and social channels should all go into the equation of your social channels character and help dictate what you can say to consumers and what you can’t. Do consumers need informative and helpful information? Do they want to know where you stand on controversial topics?
Your core values set you apart – be authentic
With the sheer volume of content uploaded on social platforms daily, your brand has to put in the effort to stand out from the rest by being true and authentic; authenticity is the driving force that gets your audience to visit your social media platforms. Engage your audience through creative materials and ideas that make sense for your brand’s core values. It’s encouraged to take calculated risks that are fit for your brand and be sensitive and genuine with your intentions when tackling social issues. Coming off as inauthentic or opportunistic (for example the collab of Pepsi and Kendall Jenner) can very quickly damage your image.
The 4 E’s of content creation
The effectiveness of your content is measured through its engagement. Producing content that makes for a positive, lasting impression are some key factors that make your brand a cut above the rest.
Providing value is the best way to build an attachment with your audience. To create value, you should work towards these four goals:
- Engaging – content that sparks conversation and involvement from your audience
- Educational – these are content materials that allow your followers to learn from your brand
- Encouraging – stimulate positive energy by producing inspiring content
- Entertaining – take advantage of controversy or ‘trend jacks’ and use them to create content that makes people laugh
Your content speaks to your audience. Speak clearly. Speak well.
In general, your brand personality and characteristics are easily defined by your behaviour on social media through your content materials. Producing authentic content that drives engagement, takes calculated risks, and is intrinsically creative are the key elements of a successful online presence. Remember that your brand on social is only part of a bigger picture in your brand strategy.