Social networking, like other marketing campaigns, can be difficult to manage because it must strike a balance between consumer appeal and brand promise. However, with so many social media sites, trends, and potential for creativity, it’s easy to lose sight of the brand message. So, with each and every post, how does a company hold all of its various social media accounts and content on brand? The following topic is examined by 11 experts from the Young Entrepreneur Council (YEC):
What is one tip you have for businesses trying to keep all of their social media content consistent with their brand, and why is that important?
Follow these guidelines to ensure that the social media messages are consistent in all platforms.
1. Be loyal to yourself
I believe the trick is to be true to yourself and your brand. That can make a big difference. The other aspect is tailoring it to the social media platform you’re using. You can always be yourself on Instagram, Twitter, and YouTube, but only in ways that are appropriate for each site. I believe your authenticity will come through in all of your content.
2. Create a Specific Format
When producing social media content, it’s important for a company to create a style guide that team members can relate to. Your brand colours, graphics, and guidelines for the tone of voice that your brand should be associated with can all be found in a style guide. A simple document like this will aid in the consistency of your social media content.
3. Identify the most important outcome
Define the main result you want your social media content to achieve once it goes live. The format or style can differ, but the end goal should remain the same. Across the board, the correct message, business principles, or vision should apply to all platforms and posts.
4. Keep a record of everything
Keeping the content on brand requires thorough documentation of all promotional activities, previous works, and future projects. It aids in the transition from one social media content manager to another by reducing uncertainty over what the brand voice should be, who the target audience is, and what design types should be used.
5. Define the content pillars
A content cornerstone on what they’re going to publish on social media is one tip we have for businesses trying to keep all of their social media content on brand. With key messages and brand values, the content pillars illustrate the main issues they want to drill while talking about their brand.
6. Research the Platforms That Are Available
Research existing and future channels to see which ones are best for your brand. Otherwise, it’s a waste of time and resources to create an account. Facebook, for example, has advertisement tools and algorithms that you can use to find and reach out to a specific audience. The Pillowfort portal is currently unavailable, but when it reopens, it may be able to help you enter whole segments of the population.
7. Create a number of different personas
Creating numerous marketing personas will help you maintain all of your social media posts on brand. Buyer personas are marketing personas that detail information about your target audience. You can better appeal to various segments in your audience while keeping your branding consistent because different consumers use different platforms.
8. Make use of social media management software
When it comes to social media branding, consistency is crucial. Tone, graphics, and meaning must all work together to create a coherent message. This is a lot to ask of a team. That’s why we use social media management software to organise our thoughts on a signal dashboard. Posts go live after ideas are accepted, and engagement is evaluated to enhance potential posts. We will remain on message and be more imaginative when we use tools.
9. Make Visual Consistency a Priority
Make sure you have a clear visual aesthetic across all of your social media sites. The logo, colours, fonts, pictures, and layouts should all be consistent so that a customer or client will recognise your company at a glance.
10. Create a connection between your website and your RSS feeds
By connecting your website and feeds, you can keep your social media on brand. People are more likely to follow you if they see your Facebook feed in the sidebar of your business page, particularly if you have a follow button right next to it. Now, when they see your posts on Facebook, they’ll notice your website and are more likely to come back.
11. Encourage User-Generated Content
Encouraging user-generated content is the perfect way to keep the social media content on brand. You may, for example, invite your followers to post pictures of themselves using your product. You get the advantage of engaging with your audience, as well as advertised ads from people who truly enjoy your product.