Building a brand on social media can feel overwhelming.
1. Set Goals.
The first step is to set a goal on each platform. The knee-jerk response is to go after followers and likes, when in reality the best metric is engagement. How many people are commenting, asking questions, etc.? Do you create conversations on social media? Are people sharing your content?
2. Know your audience.
Think about your ideal customer when you reach out to people on social media and engage in conversation. What are their needs and how will your content fulfill that need?
3. Stay consistent.
Post content on a regular basis. If you are going on vacation or need a break, use tools like Hootsuite to post for your automatically while you are away. Respond to comments consistently as well.
4. Brand your look.
Keep your color palette, fonts and logos across platforms consistent. This makes your brand recognizable. Make your images easy to see, not too dark or light. Filters like on Instagram, can help with that.
5. Handle Complaints
Address complaints. Respond to complaints with a public response to message you privately to resolve the situation. Be kind and polite.
6. Vary your content.
Have some variety in your content, i.e. not just photos. Consider interviews, blog posts, share high-value content from others (and let them know, i.e. tag), contests (i.e. iPad giveaway), videos, create a Facebook Event for online discussions, etc. Re-use content across platforms like include a great Instagram picture in your next blog post. Avoid negative content.
If you come across a post that doesn't fit your vision, go ahead and delete it.
Use relevant hashtags with your posts.
7. Build relationships with influencers on their accounts.
Respond to their posts. Ask questions and engage.
8. Monitor your brand.
Set alerts to be able to comment or respond when anyone mentions your brand on social media.
9. Respond to messages and emails.
Reply back to direct messages and e-mails in a timely manner.
10. Fill out your entire profile.
Fill out your entire bio with relevant keywords and links. Make sure your profile is public.
