If you’re a brand today, there’s a non-zero chance you’re on social media in some way, shape or form. But how many brands have an active, thriving social media presence? And how much of them are just sort of there? Reality check: you can’t expect much from social when you post random links, @mention a few folks and call it a day. You need some structure. You need a social media strategy.
Although some larger brands might have blockbuster budgets, the principles they use to create an awesome social presence can be replicated by businesses of all sizes. Struggling for followers? Stuck on what to do with your social accounts? We’ve all been there. That’s why we’ve broken down the bite-sized tips any brand can follow to grow their social media presence right away. Now, let’s dive in!
Set Goals
Pop quiz: why are you on social media in the first place? If your answer is a resounding “Uhh…” or “Because everyone else is on it,” you might have a problem. Brands should set goals that are specific, measurable, achievable, relevant and time-bound.
An example of a good goal for social media marketing would be something like “We’ll increase our Twitter response rate by 25% by the end of the first quarter.”
- Specific: “We’ve specifically identified the social channel (Twitter) and a metric (response rate).”
- Measurable: “The response rate can be measured from the account dashboard.”
- Achievable: “We didn’t make an outlandish goal of say, a 100% increase in 10 days.”
- Relevant: “Our goal will have an impact on our overall social media presence, making it very relevant.”
- Time-bound: “The goal has to be met by the end of the first quarter.”
Assigning your social media efforts a concrete purpose helps you avoid the trap of posting aimlessly.
Identify Your Audience
After you’ve outlined your goals, you need to outline your target audience. Pro-tip: “everyone” is not an audience. Maybe it’s prospective customers. Perhaps it’s industry players and influencers. Either way, breaking down your audience will help you figure out the following:
- Which social media sites you’re active on
- Your posting schedule
- The type of content you publish
- Your brand’s voice
- The information in your profiles
Many brands spin their wheels because they don’t post content that speaks to a defined audience. Spend some time looking at your audience personas, understanding what their challenges are and what brands they already love via social. This sort of competitive analysis can help you understand how your own social media presence can stand out from the crowd.
Be Human
This is a big one. One of the worst mistakes to make on social media is coming off as the faceless corporation with zero personality. In the modern age of transparency, people want to get to know your company on a more personal level. Many brands today crack jokes and aren’t afraid to talk to their followers like they would their friends. Whereas brands were once lambasted for coming off like robots, a human social media presence has become an expectation among many followers. Similarly, showing off the human side of your brand means showing off the faces behind your social feeds. Whether it’s office photos or snapshots of your team “in the wild,” getting personal with your followers can help you form a much-needed connection.
Seek Relationships, Not Just Followers
We can debate all day whether or not your follower count is a vanity metric. That said, having 100 followers who regularly engage with you and your content are infinitely more valuable than 10,000 that ignore you. It might be cliche to say, but don’t leave the “social” out of your social media presence. The beauty of social is that you can form relationships in an instant with followers from just about anywhere.
