Ways to enhance the social media presence of a brand

There are no shortcuts that a brand can resort to that would help to boost its image on social media. For a brand to be sustainable, it has to consistently engage with its audience. It takes consistent and regular exposure. This means providing value for the target audience on social media. Brands which use social media successfully plan their social media content and distribution in a very strategic way. This does not mean that social media sites should be cluttered with too much information. The aim of a brand should be to stand out and not to be noisy. Given below are some steps that a brand can take that will help it to build its social media presence.

Provide value

A business should provide valuable information on social media most of the time. The emphasis is on ‘social’ and not ‘selling’. A business has to understandably sell its products and services. Businesses that are successful on social media give a lot of valuable information on a consistent basis. They become ready resources for many people who treat the brand as an entity whose blogs they must read. When a brand becomes a resource, it draws more people to its site. Beneficial ideas must be given to the target audience most of the time with just enough selling to let the audience know that the brand is in business. Talking about events like a big sporting event or the final episode of a TV show helps to grab the attention of a key market.

Choose the right social media channel

Some businesses might not need to explore all social media channels in one go. It is wise to pick a couple of channels which seem aligned with the core values of a brand. Social media channels should be selected according to their relevance to a business. For instance, Twitter is a great channel for startups as it helps to get real- time responses from existing and potential customers. For recruitment and industry specific news, LinkedIn is more appropriate.

Solve problems

It is important to find out key problems that the target audience experiences. Then posts, blogs, and tweets can address those problems immediately. Questions about those problems should be framed in such a way that it would grab attention. A business should have the knowledge of key terms, problem areas, and solutions that are unique to its audience. It should end up being a resource that its audience cannot find elsewhere and this would make them want to engage with the social presence of a brand more.  

Create a memorable visual identity

Creating content is not enough, the content created has to be instantly recognizable and associated with a brand. The content should be about topics that the target audience sincerely wants to know about. It should also have a consistent look and feel as the rest of the branding. For instance, pantone uses user generated content on its Instagram, the content has bright colors that grab the attention of the audience. The brand also uses copy with punny language.

Ronn Torossian is CEO of 5WPR.  Follow him on Instagram at ronn_torossian

Ronn Torossian

Ronn Torossian is the Founder and Chairman of 5WPR, one of the largest independently-owned PR firms in the United States. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America’s most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company’s growth, overseeing more than 275 professionals. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named “PR Agency of the Year” by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world’s most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine’s Most Influential New Yorker, a 2020 Top Crisis Communications Professional by Business Insider, and a recipient of Crain’s New York 2021 Most Notable in Marketing & PR. Torossian is known as one of the country’s foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, is a contributing columnist for Forbes and the New York Observer, and has authored two editions of his book, “For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations,” which is an industry best-seller. A NYC native, Torossian is a member of Young Presidents Organization (YPO), and active in numerous charities.

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