Has your company hopped on the social media bandwagon? Are you Tweeting and Facebook posting your heart out? Do you have a good time connecting with your target audience on a more personal level than ever before?
Good for you! Social media has revolutionized the way businesses communicate with their customers. And it has changed the way brands are being built.
Whether you realize it or not, your Facebook, Twitter, LinkedIn, and other social media profiles all play a key role in your branding efforts. Unfortunately, too many companies have a social media voice that doesn’t fit with their brand.
Here’s an example. Last month, 7-Eleven posted a Facebook update (they’ve since deleted it) that was seemingly poking fun at mentally ill people. Obviously, the person who made this update on behalf of 7-Eleven didn’t understand that this type of humor didn’t fit with the brand’s voice. It’s hard to believe that 7-Eleven would take a corporate position of making fun of the mentally ill. It was a clear example of the company’s social media voice not matching the brand.
There’s nothing wrong with showing some personality with your social networking. It’s a good thing, but it also has to make sense within the structure of your brand. If you’ve created a brand that’s seen as serious and thoughtful and you have a silly, funny social media voice, it just won’t ring true with your customers. It will confuse them and undermine your branding efforts.
How can you make sure your social media marketing meshes with the rest of your branding efforts?
It all comes down to training the person who is managing your social media accounts on the voice of your brand. That person needs to understand what your brand is about, what kind of image you’re trying to create, who your target audience is, and how you want them to interact with and perceive your brand.
I’m not saying you need to run every Tweet and status update through a committee for approval, but you do need to remember that everything you post influences how others see your brand. Consistency is the key to building brands customers trust and connect with. Maintain that consistency in everything you do.
This article is written by Mickie Kennedy, founder of eReleases (http://www.ereleases.com), the online leader in affordable press release distribution. Grab three ebooks, including My Facebook Formula, a free report on Facebook and why you should be using the largest social network for your business, here: http://www.ereleases.com/insider/freebooks.html