Maneuvering on social media can prove awkward for many brands, who may find it difficult to be natural and engaging while attempting to connect with their customers. And there’s no doubt there are potential pitfalls. However, the upside of developing your brand’s voice on social media is the chance to develop enduring, sustainable relationships with customers. At Fryed Egg, we can help organizations find their true voices on social media, allowing them to express themselves in an open, genuine way that builds powerful bridges to their audiences that last.
Define your brand
You can’t find your voice on social media if you don’t know who you are. You shouldn’t proceed to build your social media presence until you have built branding guidelines to clearly define your brand and ensure that you are consistent in all your communications. Defining your brand first will help you determine the voice, visuals and tone that should emerge on your social media platforms. It will provide the foundation you need.
Know your audience
At Fryed Egg, when we work with you on a marketing project, one of our first questions will always be, “Who’s your audience?” We can help you develop a clear view of your customers and prospective customers that helps you understand what makes them distinctive. When you understand your audience -- their interests, behaviors and preferences -- you can better connect with them on social media. You also better understand which social media platforms are most important to them, so you can focus your efforts where they will be most impactful.
Strive for authenticity
People instantly recognize inauthenticity in brands. That’s why it is so important for brands to find a way to be their authentic selves on social media and connect with their audiences in a natural, relatable way. Authenticity is a result of understanding both who you are and who your audience is. Once you do that, you can speak directly with your audiences and emphasize topics and posts that align with their interests, as well as your own. It becomes natural. However, in order to be authentic on social media, you first must understand the platforms you are using and develop a fluency for their native languages. When you do that, your work can ring true for your audience.
Your organization’s activity on social media should be about building bonds with your audience. It’s not transactional. It’s not about selling. It’s about building camaraderie and trust while sharing information and finding common ground with customers and potential customers. It’s about finding ways to connect with them through your brand, programs, projects, products and services. Social media, at its best, is about a human shared experience. When you tap into that opportunity in an authentic, strategic way, the results can be magical.
Fryed Egg can help you build and maintain a social media presence that resonates with your audience and strengthens your brand. If you want to learn more about how Fryed Egg can help, contact us at (813) 478-0494 or YFry@FryedEgg.com or visit www.FryedEgg.com.