Your brand should not be something that is established at a point in your business and then left to just survive by itself. It is something that needs to be taken care of daily to really achieve brand success, especially online where opinions can be posted in an instant.
Social media has been a huge boost to the business world, allowing brands to share messages and information to anyone worldwide at the click of a button. It increases marketing reach, although it is not targeted, and allows for a greater audience to build brand recognition.
However, there is also a downside to social media for brands.
As quickly as you can be tagged on Twitter to say your brand is fantastic, you can also be criticised for bad products/service and your brand reputation can begin to be tainted.
In order to safeguard your brand on the fast-paced social media, you should ensure that you respond to as many comments as possible, both positive and negative. Understandably, this is quite time consuming and if it is not something that you can do yourself, it may be worth looking into the possibility of hiring some help.
It is especially important to respond to any criticism as quickly as possible because a fast response shows that you are there, you care and you are reactive. It helps your brand image to know that you are there to communicate with customers and it can help give your brand a personality for customers to relate to.
There have been some famous social media exchanges recently between some big brands and their customers that have represented real personality and engagement with customers. See this collection of funny exchanges put together by the Telegraph: http://www.telegraph.co.uk/technology/2015/12/010/10-of-the-most-brilliant-customer-service-exchanges-ever-seen-on/
All of these examples are national/global brands but smaller businesses can use social media to their advantage, whether the feedback from customers is good or bad.
Some social media tips for your brand:
- Choose a relevant twitter handle that is easily searchable for your business
- Customise your Twitter profile, adding a square logo/icon as your profile picture (making sure you don’t crop anything off!) and a well-designed header.
- Set out your objectives
- Decide who will be in charge of your posting
- Create a variety of posts including brand awareness, product/service information, company news, industry news and retweets/shares of interesting posts.
- Add easy-to-read hashtags to your posts
- Ask relevant questions to your followers to start a dialogue to allow your brand personality to shine through.