How to Properly Use Social Media to Build Your Brand Image?

There are many reasons why people follow your brand on social networks, they either like your products, want to know more about your services or simply want to be entertained. Considering that more than half of the world is active on these different platforms, it would be a shame not to take advantage of them to reinforce your brand image.

Be conscious, however, just being present is not enough to gain popularity and convert your followers. Some organizations still make common mistakes that end up hurting them in the long run. Here are 5 of them... and some tips to avoid them!

1. Be Everywhere 🤯

Just because your competitors are on ALL platforms, that does not mean that you have to be as well. Just like a business, every social network has its limitations and specific goals. Therefore, there is no need to be in a place that doesn't help you meet yours.

How can you make it happen?

Before creating an account on a platform, ask yourself a few questions: what objective(s) can I achieve? Where are my target audiences? What do they want to see on my pages? These questions will allow you to establish a clear and well-thought-out content strategy, which should be your main priority.

2. Not Knowing Who Your Target Audience Is 🤷‍♀️

Knowing our audience is key to creating relevant content. Are you doubting that statement? In fact, it is the second leading cause for unsubscribing: 51% of internet users stop following a brand because the content published doesn't meet their needs or expectations. To generate interactions and maximize your engagement rate, it is imperative to know who you are addressing.

How can you make it happen?

Start by looking at your statistics. This goldmine will reveal key information about your audience, from socio-demographic data (age, gender, city, etc.) to information about their interests. Then build a persona (a fictional person who embodies these attributes and traits), ask yourself what they would like to see on their news feed.

3. Do Not Respond to Feedback, Whether Positive or Negative️ 🙅‍♀️

Even today, word of mouth remains among the most effective communication channels. In fact, 91% of 18-34 year olds would trust @Karen34's opinion as much as that of a friend. Your customers represent your first ambassadors and not responding to their comments is a blatant lack of listening. Your silence will also have a considerable impact on your natural referencing (SEO), the customer experience and, ultimately, your sales.

How can you make it happen?

To illustrate your desire to build and strengthen a relationship based on listening and trust, ask your customers to leave a comment about your business online. Be proactive as well, by creating a community management strategy, for example. This will allow you to monitor the situation regularly and not miss an opportunity to respond to a review, thank the individual or propose an alternative solution, whatever the case may be.

4. Use a Random Frequency 🎲

An inconsistent presence will cause you to lose visibility, because the algorithms will stop pushing your content. In other words, your inconsistency will erase all the conversion efforts you have made. The opposite is also true: it is better to publish engaging content three times a week than boring content three times a day, otherwise your engagement rate will inevitably drop.

How can you make it happen?

There is no magic formula, however, creating a calendar and using a scheduling tool can help you find the right rhythm. Some posts will remain punctual depending on what's going on in the news, but in general, you should be able to anticipate what content to share. Finally, to determine the best time to publish, simply check when your subscribers are most online.

5. Duplicate Your Content Across All Platforms 👯‍♀️

As mentioned in the first point, each platform serves different needs, caters to different audiences and has its own language. Therefore, best practices for one may not necessarily be valid for another. Content copied, word for word, will therefore not have the same impact on Instagram, where storytelling is primarily through visual elements, as on LinkedIn, where the content will be more about the employer brand, for example.

How can you make it happen?

Since the same topic can be utilised in several ways, adapting your content to the platform on which it will be posted on should not be all that complicated. Whether it is by shortening the text, adding hashtags or deciding to share it as a story rather than a post, treat your themes in a way that will engage your community and avoid a feeling of “déjà vu”.

A Strategy for Every Platform and Every Platform in its Strategy ☝️

Has one of your elders ever told you about the saying; "there is a place for everything, and everything in its place"? We often work best when our environment is in order. The same goes for social networks and your brand image. If disorder makes room for creativity; strategic thinking remains the best way to properly maintain your digital lifestyle. Words of wisdom!