If you are not in Social Media, you don’t exist. But if you are in social media, and you are using it wrong, you are doing your brand more harm than good.
#1 : You use the wrong channels.
Social Media, together with your website, should be a perfect mirror of your brand online. Nowadays there is multiple channels which support different kinds of content and ways of interaction with your customer.
However, to have the proper impact, you need to make sure you use the channels that your target audience is using! If you are targeting tweens and teens, for example, video-friendly platforms like Instagram Reels, TikTok, or Twitch are the place to be. Are you trying to develop a BTB-focused campaign? Then you better make sure your LinkedIn game is off the charts.
#2 : You spam your followers.
You can´t use your Social Media channels just to advertise products and services. Period. It won´t work.Social Media users are looking to interact with their friends and family and be aware of important events. If you flood their feeds with constant advertisements two things will happen: you will see a negative impact on the perception of your brand and you will get unfollowed. Follow the 80/20 rule :80% content 20% promotion.
Use your social media channels not only to showcase your brand and your products, but also to share content that your audience will enjoy. You can build a community, a “tribe”, around your brand through properly curated content marketing. However, when working in this content, you need to be careful.
#3 : You have the wrong content for your audience
One of the biggest mistakes when it comes to branding is not properly defining the niche. The “one size fits all” mentality has no room in the current commercial landscape. There is so many options available that if you don´t stand out you will not get any attention. Different people have different mindsets, needs and wants; therefore they will respond best to a certain kind of content.
Try to imagine your full audience as one single person and understand what intrigues, inspires, and seduces them. And as we mentioned, not all content needs to be directly related to your product or service. For example, say you want to create a kick-ass digital marketing plan for a vegan sugar-free yogurt brand: we can assume that the consumer that will be attracted to this product is trying to live a healthy and responsible lifestyle. Vegan recipes, work-out routines, or collaboration with non-profit organizations are likely to be very well received.
#4 : You don´t curate your feed
As we said before, Social Media is the mirror of your brand online, and the current generation lives online. You need to have clear, differentiated, and attractive branding. And you also need to make sure it is perfectly reflected in all the communication channels with your audience. This, of course, includes all your Social Media accounts.
Use only high-quality images and video and make sure to keep a consistent color scheme. Write captions that appeal to your target audience, and maintain a consistent posting schedule. Nobody likes a messy feed.
#5: You don´t interact with your audience
Communication is a two-way street: don´t only speak to your audience, hear what they have to say to you!
Not only will it help their engagement with the brand but you will also get super useful insights about their preferences. Make sure you reply to every single comment (positive or negative!) and that you use language that relates to your target. Ask questions in your captions, create contests and giveaways, comment on your follower’s feeds…make sure you take advantage of every tool Social Media gives you to make your audience feel that you are another one of their friends.
The right way to use social media
Long story short – You need to make sure that your social media is a clear reflection of your brand. That it communicates what you want to say, that it speaks to your target client. That it plays to your strengths.
But be very careful when starting a social media strategy. It can be a fantastic tool, but without a proper strategy, it can also be a terrible waste of time. And time, my friends, is money. If you want to learn even more about how to run an effective social media strategy, check the video above!
And if after reading/watching these tips you realise maybe your brand needs strenghtening…that is what I’m here for! I work with both companies and Passion Entrepreneurs helping them build brand and products that align to their goals and to their customer’s taste. You can drop me a line at firstname.lastname@example.org and let me know what you are struggling with in your business.
Or, if you are the Do-it-Yourself kind of human, take a look at my book The Passion Entrepreneur : Business Mindset and Branding Fundamentals for creative souls. On it I lay down, step-by-step, the strategic branding exercises I have used to develop collections that sold out across 9 countries.
Looking forward to hearing your thoughts!
Adela Alonso Alonso