There is no question, social media is a tool that can effectively promote and build a brand. It provides immediate results, it can be carefully tracked, and you can engage with customers like no other form of media. However, because we use social media in our personal lives many believe they can use it for business the exact same way. But a lack of knowledge and strategy may be fragmenting your brand.
Does your brand have a centralized social media effort? If the answer is no, how is your social media currently being handled? For many organizations anyone who wants to create a Facebook page or Instagram account is building, publishing, and posting. The rush to get something posted can often work against your brand.
The question you really need to ask yourself – “Would I let the same people who are publishing social media in my organization create and place a billboard, print ad, or television spot?” Without a doubt every organization would say no. It would be difficult to find an organization where the marketing strategy, creative development, and media buying are not centralized. So why isn’t social media also centralized and carefully planned?
If you want to create a world-class brand you’ve got to give it world-class attention. You’ve likely spent a great deal of time and money attending to the organizations’ brand position. You have a clearly defined brand identity and plan for creating brand awareness. You have branding standards and guidelines in place. But what is the social media strategy for your brand? Don’t neglect it.
Every employee or department within the organization should not be creating or posting to social media. The messaging may be wrong, the effort isn’t cohesive, and the customer engagement and media impressions will not be effective.
Create a Plan
Understand the nuances of social media including where to post, what to post and when to post. Create a plan for your brand much the same way you do with traditional media.
Communicate the Plan
You share your overall marketing plan within the organization and you should convey and share your social media plan much the same way. Knowing a plan is in place will assure your team that social media is an important organizational priority that is being administered.
Develop a Posting Schedule
As you would with other media, have a schedule of what types of things you are going to post to which social media sites and when they will be posted. Leaving posts to the last minute or unplanned and unscheduled will likely result in poorly communicated information or posts that are not on point with your brand position.
Identify a Champion
Most organizations have a public relations role that oversees all information that disseminates out to the public. Don’t think any less of your social media posts. Social media is very public, very permanent, and very viral. Have a champion who understands the brand position and can effectively communicate it within the social “circles”. Closely guard how information goes out through social media. It needs to be as integrated as all other forms of brand promotion.
Track and Monitor Results and Engagement
Through a centralized effort you will be able to reap the results of customer engagement and reach. Monitoring and tracking the results of your social media is one of the great benefits of digital. Leave the power of social to the professionals and not every employee within the organization who knows how to post to Facebook. The results for your brand will speak to the wisdom of a carefully planned social strategy.
Organizations need to be social savvy. Just as you strategically manage all your other integrated marketing promotions, make certain you are including social media in that mix. A well-managed social media effort will serve to build your brand and engage your customers.
For an audit of your brand and assistance with your social media, contact Impact Marketing Insights at 423.991.3244 or www.impactmarketinginsights.com