A concrete brand identity can help facilitate the organic growth of a brand’s social media presence, which can aid it in not only reaching a wider customer base but also accommodating more effective online reputation management campaigns.
Understanding this, companies must strive to mold a favorable perception of that brand in the eyes of its target audience. This should aim not only to help distinguish the business from the competition but also to make the company trustworthy and relatable in the eyes of its customers, the latter of which is important when faced with negative press.
Be where your audience is
Despite the hype associated with it, social media is not a case of “one size fits all.” Certain demographics prefer certain websites. It is important to establish a strong social media presence where the target audience congregates as it is to establish a presence in popular websites. While having Facebook and Twitters account might seem logical for most brands, others should also focus on social networks with a particular demographic following (Pinterest for female audiences, for instance). This selection process is also very important for smaller businesses that can have the resources to control a very small number of web content.
Engage through meaningful interaction and content
The next step is to facilitate engagement through the creation of meaningful (as opposed to just voluminous) web traffic. This involves contributing to and participating with the online communities through interaction like comments and through submitting and sharing interesting content.
Paying special attention to content and its relation to the company’s brand identity is an excellent way to build and reinforce the desired brand image. Good content, especially multimedia content, attracts a lot of organic (meaningful) web traffic in the form of shares. The audience appreciates having something worth their attention.
While the subject matter of their content would vary with the audience and industry, companies do have the need to stay relevant as a constant.
Know thy exposure
Quantifying the incoming traffic is next. The approach the business takes in quantifying exposure has serious implications on the direction its brand must take to accomplish its goals, whether it be more leads or more engagement in relation to the company’s desired brand paradigm. The results also influence the direction taken in creating content.
Make a good first impression
Meaningful impressions aside, web traffic is just one of two parts in the creation of a business’ online brand. Ideally, the company’s assets are the first thing that anyone sees online. Thus, it is important to present one’s brand not only as relevant and interesting to one’s target market but also as trustworthy, capable of delivering its promises and addressing concerns. The brand is the identity of a business, and a business should shape its brand, online and offline, to showcase what it stands for to its customers.
FURTHER READING
http://www.socialmediaexaminer.com/4-ways-measure-social-media-and-its-impact-on-your-brand/
http://www.huffingtonpost.com/carol-han/how-older-brands-can-reac_b_4942409.html