Before the social media boom, simply having a presence on the major social platforms was enough to set a small business apart in its marketing efforts. Over the last several years, branded social media has not only become the norm, it’s become an expectation: Many customers turn to Facebook, Twitter and other sites as an easy, convenient way to connect with their favorite businesses.

Because so many brands are now active on social media, the name of the game has evolved from simply being on these platforms to crafting a distinctive social media marketing strategy — a virtual “fingerprint” to make a business stand out from the millions of other accounts.

Below are some useful tips for business owners who are looking to find their brand’s unique voice in the social media world.

1.     Write a brand overview

Approach your brand as if you were developing a high-profile client brief. The document includes a background section, measurable objectives, a razor-sharp strategy, and a series of tactics and success measurements. The document acts as a roadmap for putting the brand foundation in place.

2.     Develop a big creative idea

Just as products go to market with a big creative idea that holds a campaign together, you want to do the same for your business.

3.     Establish a social media brand voice

Social media is about authenticity, so take the time to consider your voice. For example, consider character/persona (friendly, warm, inspiring), tone (personal, humble, honest, direct), language style (complex, fun, insider, whimsical) and purpose (engage, entertain, sell, amplify). When you blend the four characteristics, what does that language look and sound like to the reader?

4.     Create a variety of content

Part of establishing your social fingerprint means creating content that brings your company to life. Add depth to your personal brand by starting a blog and/or a Twitter feed that focuses on your area of expertise. Along with writing, show that you know how to use other forms of social content, such as visually curated Pinterest boards or a branded YouTube channel. Showcase your best presentations on Slideshare or when it comes to showing off your talent, prove that you know how to use words and visual storytelling with images and video.

5.     Be consistent

When it comes to your posts, your message and how frequently you use social media, keep consistency in mind. It is truly the key to success with any social media campaign. Make a plan for what you’re going to post and how often you’re going to post, and stick with it. This should ideally be a few times a day or a week, depending on your goals and your following. You can’t go from posting once a month to five times a day and then back and expect to have an engaged following.

6.     Push on those networks that really work well

There are some networks that are going to work better for you than others. When you find that network that really works for your specific type of business and your specific type of customer, then you need to really push on that network and take advantage of the opportunity.

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This entry was posted by Staff Writer on Friday, October 13, 2017 at 6:24:45 AM and is filed under Small-Medium Business.

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