It can be easy to fall into the trap of using social media for your brand in an ad-hoc way, especially when you are starting out. But setting standards for tone and branding on social media sites can be a crucial make or break decision for a fledging business.
When you're looking at social media for your business, there are several things you need to consider - from where your audience is, to making sure your social media pages have a consistent look.
It can be daunting to get your social accounts properly up and running, especially with each platform having their own nuances and tricks to learn, but if you do it right, it can be one of the best moves your business makes.
Here are some key tips for best practice if you're starting to use social media as a new business:
Be where your audience is
There is no point setting yourself up on social media if your target audience isn't using it too. Your audience's demographic will determine how much you use each social media site. For example, if your target market is young people, you'd be best off focusing on Facebook, Twitter and Instagram - with about 53% of 18-to-29 year olds on Instagram, 37% on Twitter and even more on Facebook.
Of course, you will have identified your target market when you establish your business. It's also worth browsing on social media platforms to see if your competitors' audiences are there and how much they are using it. You can also track the habits of your target market - if they are using Twitter between 5pm and 10pm, you need to be active during those hours.
Have a consistent look and feel
Branding is huge for any business, especially a fledging one. If your marketing doesn't match your website, people will not necessarily recognise your brand wherever they find it. The aim of good branding is being able to recognise it at a glance - from your logo to your colour scheme. Social media is a great place to implement your signature look as you can ensure your profile picture, tone and font usage remains the same throughout.
Don't be desperate
We've all seen businesses who try a little too hard to get noticed. Tagging random people in pictures and posts can generate likes but it doesn't always make for good marketing. And refrain from spamming other people's posts with comments - it may seem like a great way to spread brand awareness but you'll just look like you don't know what you're doing.
Social media can be the best starting point for new businesses, if used properly. It introduces your brand to new customers you normally wouldn't find and provides free advertising. (Or paid if you wish!)
Remember our three magic rules of social media; be where your audience is; make your social media pages consistent with tone and feel; and don't try too hard. If you stick to these best practices, you should get real results from social media.
Sponsored post: copyright © 2016 Elena Lockett, digital communications expert, FM Outsource.
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