Running your business in the social media space has led to numerous conversations with founders and professionals alike about the significance and value of these platforms. Social media is the digital representation of your brand. It’s the quickest way to communicate with your customers, users or fans directly. When establishing your business on one or all of these sites, it’s best to have a “building plan” as you would for a brick and mortar store. This will ensure brand continuity and allow you to deliver a consistent product to your customers.
Typically, one of the most exciting moments for a business owner is naming their product or business. Unfortunately, with the digital age that we live in, we often have to worry about securing that name across a multitude of spaces. It is highly encouraged to research all platforms that you intend on using and see if your name is available in each space. You want a cohesive brand name. You don’t want to be @JoeX on Facebook and @Joe_X on Twitter. That’s incredibly confusing for your customers.
You’ve heard it before: “Location, location, location.” The same applies to social media. Each platform is like a neighborhood. They all have their unique characteristics, charm, and flaws. Placing your business in one “neighborhood” over another will influence the customers that you attract.
Knowing who your audience is and what type of content you plan on delivering to them will significantly help identify the platform best suited for you. For instance, if you’re generating content targeted towards professionals, consider LinkedIn. That’s not to say you won’t find success elsewhere but that is undoubtedly LinkedIn’s mass appeal. If looking to build an editorialized portfolio for your work, Instagram is a great place to showcase your pieces for those in the visual arts.
Think about your favorite chain restaurant or coffee shop. It’s always the same. They don’t change their color scheme, logo or lighting because it would be off-putting to their loyal customers. The same applies to social media. How carefully a brand depicts itself from one platform to another gives users a solid idea of how seriously they take their brand and its perception. Consider picking one editing format on Instagram and use it consistently. On Twitter, use hashtags that are related to your industry and brand. Again, consistency is key. It will help your customers locate previous posts and keep tabs on your future ones.
Because it just can’t be said enough… consistency is key. Really. You know that one restaurant that runs out of everything or that store that never has your size? It’s frustrating, right?
If you aren’t consistently creating and posting, it makes it difficult to justify users or fans to come back to your page. They never know if there will be consumable content or if you are just on hiatus. It doesn’t always have to be original content. You can repost other’s work and give credit to the original author. Just make sure you have a content schedule and stick to it. #consistency
For all your social media needs, let Duncan/Day create a winning strategy for your business!