As a social media assistant at Konnect Agency, I strongly believe in the power of social media and love working with our clients to build their brand and make waves within the various platforms available to us.
Over the years, it is no secret that social media has evolved, and what used to be an extension of a marketing campaign, has now become the nucleus of how many brands reach their target audiences and drive traffic. Whether it is to support a launch, promote an event, or engage around a topic or product, now more than ever, it is important for brands to create a presence within social media. The basic fundamentals that are crucial for every brands’ social media platforms are to be able to tell a story, maintaining customer service, and building engagement.
Tell a Story
People are using social media to discover new brands every day and the most effective way to connect with potential customers is by telling a story that people can connect with. People need to feel like they understand your “why” in order to understand what your product represents and how it fits into their lives. Consumers want to know why a brand exists and why they’re worthy of their time, money, and identity. Whether it is on Instagram or Facebook, people are constantly looking for new brands and those brands that win are the ones that make them feel something or cause an immediate response.
Consumers are embracing social media platforms so deeply, that it has become an extension of their voice. This raises the bar for brands when responding to complaints in a way that fits the brand’s voice as well as finding a way to maintain a positive relationship with the consumer. Timely response and customer service is a great way to build consumer satisfaction and brand loyalty. Using a platform such as Twitter as a place where people can send you a more causal personal message allows the brand to have one-on-one conversations with consumers and makes them feel like they are part of the brand or part of a community. Being able to communicate with your customer directly and quickly, also can help strengthen your brand image.
It’s All About Engagement
The primary reason to be on social media is to reach your consumer directly, build a community around your brand, and generate content that expands the reach of your story to new audiences. Rather than simply using social media to share content, brands should be paying attention to what their audiences are saying and doing. As an agency, we recommend various ways our clients can maintain high engagement on their social media platforms, but ultimately consumers will need to see the brand many times (i.e., The Rule of Seven) before they make a buying decision. Today, as digital marketing changes and evolves at the speed of light, you will need to hit them with content, interactions, ads, etc. more and more times before they decide they would purchase your product. It can be as simple as replying to Tweets and commenting on Facebook and Instagram posts. Note of caution: this also needs to be genuine, or they will likely unfollow you if you post too many promotional messages.
Social media gives brands a great opportunity to build an authentic voice, unprecedented engagement, and direct interaction with consumers, and the time is now to start building connections and brand loyalty that will enhance your overall marketing and sales efforts.