In the age of social media, brands still struggle to tie their social content to actual revenue. There are all kinds of tactics that a brand can use such as contests, polls, special offers, flash sales and friend referrals. However, brands that are truly successful with their social media know that in order to have long-term benefits they need to focus on engagement.
Whether it's personal branding or a box of cereal, each entity has a story to tell with a personality behind it. Rather than focusing on how to be "viral" or "disruptive", the engagement with the customer begins with a conversation that's interesting and meaningful to their lives. There are tons of cereals on the market. Yet each cereal has something about it that is unique and personal to the individual consuming it. Maybe it gives them comfort because it reminds them of their childhood. Maybe it makes them feel better about themselves because it's healthier than another brand. Understanding what makes a brand unique is the first step to starting a conversation. Think about the conversation in terms of its value to the person hearing it. Social media can also change the perception of a brand and bring a humanity and warmth to it. I recently visited a social media page for a solar panel company. Rather than focusing solely on telling me what makes their panels so great, they showed me the people behind the scenes and the warm and friendly atmosphere of their headquarters. Now, I have a new perception of their brand. Not only are they cutting edge in terms of their technology, but they are warm and friendly on the inside. This makes me want to buy them more than another brand because I get a sense of their humanity. All good content strategies start with clearly articulated goals and objectives for building an audience and ultimately a business. Are your goals and objectives clearly outlined? Are they aligned with your mission and your values? Message me if you'd like to have a conversation about your social media strategy and measuring its impact.
