As a prominent social media personality, CEO and entrepreneur Scott Binsack can attest to the many benefits of cultivating a presence on social media, whether its for yourself, your business venture or both.
Just a few years ago, social media platforms were a source of entertainment. Time wasters. Fun tools to stay in touch with family and friends.
But in recent years, social media platforms have evolved into something very powerful. They’re a place to see and be seen. Social media platforms have evolved into social gathering places which are ideal for not only connecting with others, but marketing, promoting, selling and learning.
Social Media for Business: Establishing Brand Identity
Today, social media is an integral part of any brand identity, whether it’s your own personal brand or a company brand. In fact, social media can be a primary tool for establishing your brand and spreading the word about your venture to your target audience.
When marketing and establishing your brand on social media, it’s essential that you convey your personality or your brand personality. After all, that’s what’s at the core of your brand — your company’s personality in words and imagery.
You must consider who you’re targeting and speaking to when you post to social media. Who is your target audience? What interests them? What’s a turn-off for this specific audience?
Social Media for Business: Consistency
Consistency is also vital when it comes to social media branding. Consider how others will view and perceive your social media posts. You must maintain a consistent tone and thematic emphasis. Avoid anything that seems uncharacteristic or “off” from the brand personality that you’re attempting to convey.
Of course social media is inherently social. Many forget this when attempting a social media marketing campaign for the first time. You simply cannot find success if your social media presence is one-sided. You must engage your target audience in an active manner. You cannot post, post, post and expect to find any degree of success without sharing others’ posts, commenting, replying to comments and interacting with others. It’s the social media equivalent of talking at someone instead of speaking with someone.
Social Media for Business: Engagement
In addition to posting special offers, information on your offerings or mission, it’s important that you also post content that’s interesting and engaging like blog posts and links to images, articles or other content related to your niche. If you’re only posting promotional and marketing materials, you’re going to have a very difficult time establishing a following because following you will be akin to watching a television channel that only broadcasts commercials! Instead, use the same strategies that networks utilize: offer interesting and engaging content, interspersed with the occasional ad or promotion.
Also, remember to make a distinction between your business posts and your personal social media posts. The tone and content that you share will differ depending upon the audience. The content you share on your company social media accounts will be very different from the material that you share on the personal account that you maintain for your family and friends.
It can help to consider what you might share at the office or with a client. If you wouldn’t share that information with a client or officemate, then it’s probably not suitable to share on your company social media account. (Although a personal brand is a bit different….with this, you need only to consider whether it’s something you would share.)
Be sure to check out one of Scott’s ventures, The Rain Maker, if you need a bit of guidance and help building your brand!