Making Brand Connections with Social Media
Designing Your Social Media Pages
For marketing teams, social media is a blessing and a curse. It’s yet another channel to figure, manage, promote and leverage. Heavy sigh. But it keeps your audiences informed, reaches targets in a way that traditional media can’t, and, if handled right, can further extend your brand and its personality online. That’s the good news.
The other news is that most of the “let’s get it done” or “check-the-box” social marketing efforts we see leave branding opportunities unchecked. That is, they help make connections with audiences, but not with the brand.
Amid all your other marketing responsibilities, it’s easy to overlook branding opportunities or miss the mark with social media. We have been watching and experimenting with our own pages so that we can inform and improve yours. What follows are some big picture, best practices and specific recommendations for the most popular social media “channels.”
Channel specific ideas:
We all have to abide by Facebook page borders and navigation, but Facebook’s new features and page layout tools have provided a greater sense of control over your brand. Consider:
Check out our page below for a look at what’s possible, including a promotion for our monthly Big Idea.
LinkedIn is also making it easier for companies to stand out and show off their products and services with new dedicated tabs, but many haven’t paid much attention to this new function. Some possibilities:
Utilizing all of these features on the most popular B2B social network is one way to provide your audience with a truer sense of your brand.
The screen shot below of our page shows how Twitter can accommodate your brand’s look and feel with relative ease. If your visitors see the Twitter-provided background or profile picture, you’ve lost a chance to connect the audience with your brand. Keep in mind:
Beyond look and feel, we’ve come to learn that the best use in professional service marketing for Twitter, is as a promotional tool to push out news and accomplishments, link back to new thought leadership content on your website (i.e. blogs, whitepapers, articles) or promote upcoming events. The trick is boiling down your content and substantive information into Twitter friendly blurbs.
YouTube should be an obvious choice to centrally house all of your video content. Why? 1) YouTube has tracking capabilities to understand video performance, 2) it’s another way to distribute content and 3) videos are becoming incorporated into search engines in a big way.
If your audience lands on your YouTube page, the hope is that they find a way back to your website. Not all do, however. Some ideas to earn more attention for your brand on YouTube or enroute to your site:
Making a social brand connection (and extension) should not be hard
Branding all of your social media channels may seem like a big undertaking, but it can be done in under a month; more often than not, you already have the right assets. Brand elements just need to be resized, reformatted or linked to turn your ordinary social media pages from bland to brand. See you online!