In 2015, if you’re building a brand then social media is the most accessible and powerful tool at your fingertips with which to do so. Maybe you’re starting your own business, developing a blog, or helping out on a friend’s e-commerce site. Whichever it is, you would be remiss not to use social media to build a personality and community around your brand
Here are the top 10 tips for building you brand on social media from Renee Robbie, co-founder of LookBooker, Singapore’s online booking platform for hair and beauty salons. In the last 6 months, LookBooker has grown from a new business and unknown brand to one with >10,000 Instagram followers, >8000 Facebook fans, and >150,000 monthly Pinterest viewers. Find them on Facebook or follow on @_lookbooker.
- Decide on your voice: Your social media voice should echo the voice of your brand. Is it funny, authoritative, friendly, cool, or mysterious? Make sure that your voice is genuine and reflects what you want your brand to be, and stick to it in terms of content and tone.
- Choose your channels: There’s now an unending list of platforms to build your brand on: Facebook, Instagram, Pinterest, Twitter, Tumblr, Google+, the list goes on…Choose the platform(s) that match your voice and the customers you are trying to connect with. If you’re a financial services brand then your customers are unlikely to be browsing Pinterest or Instragram for pretty pictures, but for a travel or lifestyle blogger the opposite is true.
- Content, Content, Content: Social media never sleeps, and you need to be on your game delivering fresh content, otherwise your followers will lose interest in your brand, or just lose your sporadic posts in their feeds. A minimum of a post per day per channel of fresh and relevant content is critical.
- Don’t overcommit: Focus on a manageable number of platforms and level of content. Don’t try and spread yourself too thin to or recycle content across platforms, or you risk not making an impression with anyone. Start small on one channel and get that right.
- Help people find you online: Once you’ve on your brand’s social media platforms, make sure people can find them! Include links to other accounts on your profiles, put your handles on your business cards, and get your friends to start following you.
- Get engaged: Social media isn’t a one way street; if you want to build your brand then interact with your followers to help them build a relationship with you. Comment on posts, reply back to messages, like and be liked!
- Give ‘behind the scenes’ glimpses: Your followers are savvy, and even though they might be fans of your brand, they know that there is a person or a team behind it: you! Let them have a glimpse of this via social media, which can be a wonderfully personal and authentic way to interact with your followers. Show the ‘behind the scenes’ of whatever brand you’re building: the preparation shots, the success celebrations, the real face of the brand.
- Use tools to help you: Sounds like a lot to manage? Thankfully there are a bunch of tools out there to help you manage your social media accounts, everything from Hootsuite and Latergramme for scheduling posts to platform analytics to help you understand what’s working. Make use of these and don’t feel like you need to go it alone.
- Listen to what your followers want: … and give them more of it! What was that post that got 10 times more likes than the others? Which picture started a thread of positive comments? Pay attention to what makes your followers tick and tweak your content mix to keep making them happy.
- Keep changing: Social media is constantly changing as user appetites change, platforms come and go, and functionality gets updated. It used to be all about the photos, but now videos are king, and heaven forbid you’d be trying to build your brand on Myspace in 2015. Stay on top of what’s new and keep your brand relevant by making sure your social media presence is relevant.