What Your Social Media Activity Is Saying About Your Brand

What you say—or don’t say—on social media speaks volumes about your brand. According to MarketingSherpa, 85% of US consumers use social media and most online adults follow a brand via social media. So your social media activity is being heard by the lion’s share of your customers and prospects, whether or not you’re posting, tweeting, liking, commenting, or sharing.

By now, it’s conventional wisdom that companies need some degree of social media presence to remain both “findable” and relevant. We’re not here to argue the case! But what we do want to stress is that it’s important to engage on social media according to a strategy. Otherwise, you could be sending the wrong message.

Be Careful What You (Don’t) Say

“Us? Nope, we’re so not into this.”
Not social media-ing at all? Not sending a message is sending a message. Think about it. Even if you’re a B2B company who works with highly technical executives who aren’t likely to be trolling Facebook or Twitter feeds, someone is going to look for your LinkedIn company profile or want to connect with one of your sales people. If your company isn’t represented at all—or all you’ve got up is your logo and company description—how is that different from having a phone number that no one ever answers or only goes to voice mail?

“We’re here, but…”
Sporadic posting might not register as a blip on the feeds. It’s essentially like saying, “We hope you happen to catch this, but it’s ok if you don’t.” Minimal engagement doesn’t give your channel community anything to look forward to or share with their connections. Even if your industry and/or customer base isn’t the most social media savvy, rise to their expectations, however small they may be. If you under-serve, you’re failing to optimize channel performance.

“We think we’re really great. Don’t you?”
“We’re launching a new product…” “We won an industry award…” Don’t get us wrong: these are all excellent things to share over social media, and you should share these things. But self-promotion, and we mean only self-promotion, doesn’t speak to your community or encourage them to get in on the conversation or share your conversation.

Social media is about you, yes, but it’s about your customers and prospects, too. The people who choose to connect with you or follow your company have self-interest: they expect you’ll share information that’s useful to them or otherwise interesting or entertaining. If you don’t deliver, they’ll tune out—or turn off.

“We want to be your source for useful information”
Your customers work with you because you’ve got expertise or they simply like your product or service. That makes you credible! Share fun information or “news they can use.” Literally, share the latest news—with your spin on it. Maybe you’ve just published a new infographic or are launching a new white paper. Did a new blog post go up?

If it’s response you’re after, put forms behind certain pieces of content you post about. For ideas, read 3 Types of Marketing Content that Drives B2B Sales Leads 5 Steps to Create a Company Blog that Supports Direct Marketing.

And if you are self-promoting, that’s absolutely fine. Just circle back to what’s in it for your customers. “Here’s why you’ll love our new product release…”

“We’ve got something special for you!”
Offers! They’re at the heart of direct marketing, and social media is a great place to promote them. Run a social-only promotion, like, “Facebook followers get 15% off their next order! Use offer code FBOOK” Or “Re-Tweet this and we’ll enter you in a contest to win a free gift” or something along these lines. If you’re running a campaign in another channel, consider adding social media to the mix.

Dig deeper in Measuring the Success of an Omnichannel Direct Response Marketing Campaign.

“We care what you have to say.”
Talk about being customer-centric! Social media is a marketing channel that’s tailor-made for working your audience into your content. Post answers to common customer questions, share some customer feedback, mention that a new blog article was inspired by a customers’ suggestion…you get the idea. Or directly ask them to comment on your posts. Ask a question: “What’s your favorite way to use our product?” Or “Post a picture of yourself using our product.”

Post with a Purpose
Your brand persona—everything you stand for and want to portray to your audience—shines through whatever you put out there for others to see. If you’re following a social media strategy, schedule, or plan, you’re in control what you want to say—and what your community hears. Posting items or engaging with your customers based on what they want and what drives response for your marketing department can say “good” things about the brand. Do what you can to keep it positive, engaging, and response-generating!

To learn more about how social media can support your direct marketing efforts,  contact us.