Social Media Brand Management

Social Media Brand Management

Every company faces the challenge of ensuring consistency across all marketing touchpoints, let alone social media platforms. So how can you provide your email marketing has the same tone as your TV ads?

If you speak to those two audiences differently, how do you ensure that customers recognize your Social Media Brand Management system even if it's their first time connecting with you?

Branding is more than just a symbol or a color scheme. A brand is how you make your customers feel, and it is built by staying consistent in every interaction with your company. We wrote this content to help you establish a consistent brand across multiple social networks.

1. Make sure you understand the basics

Although we won't go into the depth of an essential brand, you want to ensure you have a consistent logo, color scheme, bio, boilerplate, and handle. Depending on the amount of space provided for each photo and the interests of specific audiences, some companies like to alter the logo style between networks. It is essential to ensure your profiles have a common thread people can recognize as your brand, no matter what you choose.

As soon as you learn how to brand your social profiles, you can move to more intermediate strategies. Even your primary Social Media Brand Management strategy should be audited and updated quarterly.

Action steps
  1. Audit your social media accounts across all of them
  2. Maintain consistency with your brand guidelines for logos, banners, bios, posting cadences and handles, and audit regularly.
  3. Ensure that you're posting regularly and that your content aligns with your brand's look and feel.

2. Enhance your visual branding

Once you've established a consistent visual brand across your network accounts, it's time to enhance that further. What does that mean? It means ensuring your images, graphics, and videos reflect the same colors and fonts.

When someone visits your Instagram page, do they immediately notice the filter or pop of color? When you publish a video, are the text overlays similar to those you use in your blog post's featured image?.

As time goes on, your customers will notice the consistency in your posts and begin to recognize that a post is from you without seeing a logo or social media handle. This type of brand recognition is what social media branding is all about.

Action steps
  1. Include fonts, colors, and their uses in your visual brand guide. For example, Sprout defines brand elements like typography and color and outlines their use on a visual style guide.
  2. Make a graphic template for the same type of announcement (e.g., a new product announcement has a similar font, color, and design)
  3. Keep your brand's aesthetic and colors in mind when posting photos and videos. Your posts should flow seamlessly into each other.

3. Create your marketing personas

The marketing personas will vary between networks. For example, audiences on TikTok are younger than audiences on Facebook. However, this is the reality, and if you use the same content across both networks, it might not resonate the same. As a result, it is good to create multiple personas for your marketing efforts.

Start by mapping the company's customer base to the different social networks you use. For example, your Twitter account might target millennial parents, while your Instagram account might target small business owners. These established personas help you narrow down your content ideas and perhaps even adjust your voice.

Action steps
  1. Create multiple marketing personas and assign social media networks that fit each one.
  2. If you need to learn more about your audience, analyze your networks' different demographics or set up listening queries
  3. Content should tailor to the personas

4. Create a brand voice and tone

The captions and related copy accompanying your social media posts are an essential part of branding your content. In addition, company social media accounts have a particular personality.

You might already have a Social Media Brand Management voice established for your other marketing focuses. Some might find the voice sarcastic, and others might find it informative. The idea of cultivating a specific approach by social platform, and extending it to social media, is highly recommended.

The voice and tone guide should include brand personas, company catchphrases, and personality traits. Using the term "clients" or "customers" will help you keep your writing consistent. If you have a collective of large employees managing your accounts, creating a guide for them to reference keeps your team aligned, so it doesn't sound like you're writing from different perspectives."

Action steps
  1. Create a tone guide and write it out accordingly. Even better, use social media listening to validate some of your writing style decisions.
  2. Examine your own social media posts to see where you can improve your voice and tone
  3. Share the guide and educate the team that writes copy. Ensure your social group, including customer support, writes new posts based on the voice and tone guide.

5. Set up multiple accounts for different areas of focuse

Sometimes, it's best to have numerous reports if your company is big enough or offers a diverse set of products and services.

These accounts allow you to hyper-focus your branding, cater to a specific audience, and serve relevant content through Social Media Brand Management.

Here are a few different approaches you can take:

Action steps
  1. A location account is the most popular feature on Facebook because it provides a location option for Pages.
  2. For those who obtain a high volume of inquiries, separate marketing and customer service Twitter accounts are recommended
  3. For every sport Nike works with, there are accounts by the audience.
  4. There is a mascot account for some famous sports teams.
  5. The creation of departmental accounts for higher education

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