Social media Branding Strategies

Brand Loyalty StrategyMost brands would say they want to be popular and many of them would see social media as a way to achieve that. But recently David McInnis wrote this in a comment: “You can have all the social pieces in place but doing so does not make you likeable. Most companies that have a social strategy should not. They should focus instead on being likeable first.”

In other words, social media alone won’t improve your affinity as a brand. A great observation. Tempting isn’t it to roll out the social artillery without first thinking about whether a) anyone gets on with you b) wants to socialize with you and c) will bother to give you the time of day even if you do make the effort.

• Friendliness: communicate liking and openness to others
• Relevance: connect with others’ interests, wants, and needs
• Empathy: recognize, acknowledge, and experience other people’s feelings
• Realness: guarantees its authenticity

So, what does it take for a brand to be likeable? I figured this functioned as a good starting list for those keen to build closer relationships with their customers:

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Brands today obsessively seek massive social followings. The driver of that social activity is content marketing. Today most content marketing is nothing more than disguised brand advertising–and customers and consumers mostly ignore it. To gain a massive following in social channels requires a sophisticated understanding and disciplined application of Brand Voice.

Brand Voice is simply the quality of the brand’s presence in the marketplace. At every interaction with the audience, the Brand’s voice (the manner in which it communicates its purpose, values, reputation and experiences) must be created and managed with precision.

That means, marketers have a greater responsibility to not let the voice of their brand be at the whim of the latest creative or style trend, appear sloppy, inconsistent, and mindless.

Social Media Brand StrategyLeading brands always consider how customers and consumers will receive their blogs, websites, social media channels, and content creation output. In the social media age, this is one area in the branding ecosystem that must be spot on without compromise.

Brand Voice is everything and the only thing.

In speaking to another person, your tone of voice is not what you say, but how you say it. How well your communication comes across determines how well others will respond to what your saying. It’s exactly the same for brand communication.

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Speculation remains on what a “fan” is worth to a business. In light of that, it’s important for marketers to revisit the difference between volume and intensity when thinking through the value a ‘fan’ brings to a brand.

Many commentators in the social universe it seems to me remain beguiled by quantity. The more liked you are, they seem to think, the more valuable you are potentially. Not so, of course. It costs nothing to say “like”. And in many cases I would venture to add, it means nothing and adds nothing.

Top Social Media Branding Strategies For Aspiring Internet Marketers  — Business 2 Community
Many brands are able to maximize their social media branding strategies by choosing only two or three social media sites to promote brand awareness successfully. Therefore, your brand marketing strategies should focus on intensity and not on volume.

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