The power and potential of social media can no longer be ignored. These channels must be seen as critical assets that aren’t optional, but essential. Failing to leverage the benefits that online communities can offer could have a detrimental impact on an organisation.
As these platforms provide access to a global audience, every person holding a smart phone can instantly engage with these channels. That means, at any given time and location, a potential customer or client will be introduced to an organisation for the first time through the posts it shares across social media.
To ensure that they return, and ultimately become new business opportunities, the content that is shared must capture the public’s attention, showcase what the organisation has to offer and most importantly, why it is worth following them!
The most effective way to convey these messages is to take a personalised approach when putting together a strategy.
An organisation will benefit from sharing strong and relevant imagery and consistent branding across all social media channels. Having an agreed approach, that adds personality, reflects and represents the identity of the organisation.
Whether it’s the launch of a new service, product, news update or simply sharing a generic post, any visual identify must align with the organisation’s wider brand strategy and overall tone.
This can be achieved through the use of logos, style of font, colour scheme and layout. These elements can be specifically designed to help organisations convey who they are, what they do and how they differentiate from others in the marketplace.
Once the visual identify has been established, organisations must turn their attention to the experience people receive when visiting each social media channel. This largely depends on the content being shared and how it can engage with followers.
Much like the imagery used, sharing content enables organisations to showcase who they are, what they do and how they can help the public. Essentially, it provides an online platform where direct interactions with a target audience can take place.
Therefore, it is vital that a strategic and purposeful approach is taken when creating social media content.
If a post is detailing the launch of a new product, the language used may need to be more concise, direct and bold to get the follower’s attention. This could take the form of a short video, animation, or a series of images with captions.
In contrast, this may differ if an organisation is engaging with followers about a topical issue. The language can be informal, conversational, and open.
One of the most underutilised but productive ways of engaging with a social media following is by using them as a resource. Review the content they are sharing, and if appropriate, like or reshare their posts.
This will create a more personal association with an organisation and its followers, which could lead to greater brand loyalty, customer retention and an increase in overall satisfaction. The final benefit being repeat purchase.
Supporting wider objectives
As an organisation’s brand becomes more recognisable and its social media content becomes more engaging, the credibility of all platforms will grow stronger.
With a diverse following that comprises relevant and influential businesspeople, members of the media, industry counterparts or new and existing clients, social media channels can be leveraged to help achieve wider business ambitions.
As followers continue to increase, so will the levels of engagement with different posts. This is especially useful when sharing blog posts, news updates and service or product launches, because each post will include a link back to the organisation’s website.
Over time, as a business redirects followers to a specific web page, it will increase the potential of that brand gaining enquiries or customers.
Additionally, organisations can also benefit from sharing owned media coverage across all social channels. This approach will help the positive news reach a larger audience and establish a stronger brand reputation amongst followers.
Whether it is Twitter, Facebook, Instagram or LinkedIn, the success of these channels largely comes down to an organisations’ willingness to invest the necessary time and resources that is needed to keep them updated and relevant.
If you would like to know more about Open Comms and how we can help to add personality to your social media channels to deliver results, why not give us a call on 01924 862477 or please visit www.opencomms.co.uk.