By Allie Clark, PR & Social Media Coordinator
August 14, 2019
1. Know Your Message
Social media is a vast landscape with endless streams of content; so how does a brand get noticed? A key tip is to know what message you want to communicate. Are you a newer brand focused on raising awareness? Are you an established brand looking to expand your reach? Asking these questions are key to honing in on your messaging while also determining which social media platforms your brand should consider. Are you on all of them? And, more importantly, do you need to be?
There seems to be an underlying fear that if you’re not on every social media platform, you’ll miss key opportunities, however, I’m here to set the record straight. The platforms your brand is present on should be based on what makes sense for your brand – platforms that help work toward your brand’s goals and reach your audience. Which leads us to…
2. Target Your Audience
Figuring out your messaging is only one part of the equation. You also need to find your audience. Continuing to work against the goals and message strategy you’ve established is key to connect with your desired audience, but you also need to understand how that audience uses social media. What do they engage with? What platforms are they on? What’s motivating them on each platform?
Today, there are so many ways to optimize social media to target your desired audience. Determining the platforms that make the most sense for your brand will not only save you time and energy, but it will help conserve your efforts in other areas.
3. Keep Up with Your Competitors
Hopefully you are keeping tabs on your competitors already, but if not, you should start. Keeping an eye on your competitors and their social media is a great way to stay up to date on the latest trends, ensuring that you’re aware of any new developments. Are they doing things that you’re not? Is that good or bad? Are they seeing more engagement on their content than you? Why? These questions will help you keep a sharp eye and stay relevant with your audience.
However, I would urge caution when it comes to following your competitors too closely. You should be doing things they are not. You should have different content. Your brand and your messaging are unique to you, and while it’s important to be aware of what your competitors are doing, do not let it blind you from your goals. Know what’s going on, assess how you can stay competitive, but stay on target with your brand objectives.
4. Stay True to You
Going hand in hand with following your competitors, it’s important to avoid getting caught up in another brand’s identity. Despite the need to stay up to date on industry trends and your competitors, you need to stay true to your brand and your voice.
It’s easy to see a brand who has a unique campaign that is extremely relevant and timely and think to yourself, “We should be doing something like that,” but I urge you to think back to your goals and your messaging. Does it make sense for you?
To learn more about our social media process, or see how S&B can help you fine tune your social media strategy and creative, send us an email at firstname.lastname@example.org!