Home / Internet Marketing News / 5 actionable strategies for social media branding strategies

5 actionable strategies for social media branding strategies

5 actionable strategies for social media branding strategies

While social media has been around for about 40 years, it wasn’t until Facebook launched a little over a decade ago that companies began paying attention to social media. It used to be that branding would be focused on print media, broadcast ads and newsletters (email and flyers). The digital addition of social media meant that companies had another outlet to brand for themselves.

Brand consistency across all networks is a challenge for every company. How do you make sure that you’re writing in a similar tone to your email customers as you are to your tv audience? How do you differentiate between the two audiences, if at all? How do you ensure that customers can recognize your brand even if it’s their first time seeing you on social media?

A brand is more than a logo or set of colors. We’ve written this guide to help you strategize how to ensure a consistent brand across multiple social media networks.

1. Cover your basics

We won’t go into the minute details of a basic branding makeover but what you do want to make sure you have is a consistent logo, banner colors, bio and handle. Some companies like to switch up logos between networks depending on how small the allotted photo space is. Whichever you choose, you want to ensure your profiles are similar enough that people will recognize them as from the same company.

In addition to checking on your profiles, take a moment to review your posting strategy. As mentioned before, consistency is important and this means sticking to a consistent posting schedule.

burtsbees twitterburtsbees twitterburtsbees facebookburtsbees facebookIn the above example, Burt’s Bees uses the same logo for both Facebook and Twitter. Their banners are also the same. It isn’t necessary for the two banners to be the same but it’s important to note that the colors in the banners reflect those in the logo.
Action steps
Perform a social media audit across all of your accounts
  • Change logos, banners, bios and handles to be consistent with each other
  • Make sure you’re posting consistently and on a schedule
  • 2. Extend your visual branding

    So now that you have a consistent visual brand across network accounts, it’s time to enhance that even further. What does that mean? It means seeing if you have the same colors and fonts reflected in your images, graphics and videos. When someone visits your Instagram page, is the filter or pop of color immediately apparent to them? When a video is published, are the overlay text fonts similar to those that you use for your blog post’s feature image?

    Over time, your customers will see the consistency in posts and begin to recognize when a post is from you without seeing your brand’s logo or social media handle. This type of brand recognition is the ultimate goal for your social media branding efforts.

    anthropologieanthropologieAnthropologie is known for their pastel and earthy colors. The general brand feeling is light and airy, which carries into their clothing. And though they may deviate from that depending on the season, the consistency carries into their Instagram Stories. A single story has a clear beginning and end in terms of color and design. The story set that follows the above example uses a different font and design but still reflects a similar brand aesthetic.
    Action steps
    Write out your visual brand guide to include fonts, their uses and colors
    Create graphic templates for the same type of announcement (e.g. new product announcement has a similar font, color and design)
    Create photos and videos that keep your brand’s aesthetic and color choices. The posts should flow seamlessly into each other.
    3. Establish a voice & tone guide
    After visuals, captions and related copy are the next important piece of social media posts. Company social media accounts tend to have some personality. For some, it’s sarcastic and for others, it’s informative. You might already have a brand voice established for your other marketing focuses. Extending that to social media is highly recommended.
    A voice and tone guide should include details like company catchphrases, personality traits and how to write about people. The smallest details like if you use the term “clients” over “customers” will help you keep your writing consistent. If you have multiple people managing your accounts, the guide keeps you in check so it doesn’t seem like your company is writing from multiple perspectives.
    mailchimp voicemailchimp voiceMailchimp’s style guide covers several areas including social media and newsletters. It’s easy to navigate and is direct in its approach and examples. While your own guide is likely internal facing, having it accessible to everyone in the company allows for people to refer to it when writing marketing copy. Everyone is on the same page and that cuts down on repetitive work.

    Action steps

    • Write your voice and tone guide down
    • Audit your own social media posts to see where you can improve in voice and tone
    • Write new posts with the new voice and tone guide

    4. Create multiple accounts for different areas of focus

    If your company is large enough or has a diverse set of products and/or services, it’s sometimes best to have multiple accounts. The advantages of having these different accounts include being able to hyper focus your branding, cater to a specific audience and serve up relevant content.

    Some different ways you can approach this include:

    • An account per location, most popular on Facebook because it offers a location feature for Pages (Carmax has locations set up on Facebook)
    • Customer service Twitter accounts for those that receive a high number of inquiries
    • Accounts by audience such as Nike for every sport they work with
    • A mascot account like some popular sports teams have
    • Department-specific accounts for higher education

    GEICO maintains several accounts that address different areas of the company’s endeavors. With their main account, they highlight corporate responsibility and general announcements. With the Gecko account, the voice is from the mascot and photos always include it. The GEICO Racing account is solely focused on their sponsored NASCAR team and race updates.

    Action steps

    • Take a look at your offerings and see where it would be best to divide up focus
    • For each account, repeat your branding steps to ensure consistency across them all. For example, one location may want to be a little more sarcastic than another to fit its customer profile.
    • Use a service like Sprout to maintain multiple accounts under one ownership

    5. Develop your marketing personas

    Your marketing personas are going to vary between the networks. Audiences on TikTok are younger than audiences on Facebook. This is the reality and if you use the same content across both networks, it’s possible that it won’t resonate the same way. To this end, it’s best to create multiple personas for your own marketing efforts.

    Start with the company’s customer base and then map them to the different social media networks you use. For example, your Twitter account could target millennial parents while your Instagram account targets small business owners. Having these established personas per network helps you narrow down your content ideas and maybe even adjust your voice.

    Chipotle uses memes on their Instagram account to connect to that specific type of customer. They’re tongue-in-cheek memes that usually bring a laugh to those familiar with them. With each meme posted, you come to expect another meme, which establishes a certain brand awareness of Chipotle on Instagram.

    Action steps

    • Create multiple marketing personas and assign the social media networks that match
    • Examine your networks’ different demographics if you need to get to know your audience
    • Create content to match the personas


    Increasing your brand awareness across social media is a common goal. Actually executing the strategies to reach that goal is the more difficult part. These recommended strategies, business examples and related action steps should get you started in the right direction to establishing your brand on social media.

    Branding is no longer limited at logos and colors. It’s about your voice, your imagery and even your targeted audience. Because it’s more qualitative, it can make measuring its success a little tricky. But as you start on improving your branding on social media, you should pay close attention to engagement, mentions and share of voice.

    tk group

    A group report from Sprout Social will give you overall trends across all of your networks. Since the reports are customizable by date ranges, you’ll be able to see how your brand is performing since you began your branding efforts.

    It takes time to build brand recognition on social media. The most recognizable brands today like Coca-Cola and Nike are recognizable because they have time and consistency on their side. While you certainly don’t need decades for social media branding, some patience is required. Utilizing the strategies above will set you on the path for improving your brand online.

    This post 5 actionable strategies for social media branding strategies originally appeared on Sprout Social.

    Click Here For Original Source Of The Article

    Ads by WOW TRK

    About Daniel Rodgers

    A lot of news that you will not see in the paper. A lot of technology that is coming out that will not see in the paper.

    Check Also

    5 Key Traits of the Best B2B Influencers

    Traits B2B Influencers

    Traits B2B Influencers

    Marketers are still asking, what is B2B influencer marketing? Here’s a definition I’ve been using over the past 5 years or so:

    B2B influencer marketing is activating internal and external subject matter experts with engaged networks to advocate and co-create content of mutual value that drives measurable business goals.

    As the groundswell around influencer marketing rises and becomes a normal part of the B2B marketing mix, the volume of information and misinformation on the topic also increases.

    One of the most popular questions people also ask about B2B influencer marketing focuses on what makes a good business influencer? By now we all know that popularity alone does not make someone influential. It’s certainly important, it's just not the only thing.

    As B2B marketers mature in their understanding of the role influence plays and how the dynamic of brand content co-created with industry experts plays out with customers, they begin to realize that other factors matter. Topical relevance matters of course as well as resonance of the topic amongst an influencer’s community.

    B2B Marketing Influencers

    The intersection of individual expertise, how well that expertise resonates with followers and the size of network creates a baseline of characteristics when evaluating whether a certain influencer might be a match.

    But there’s more than that. Understanding what makes a great influencer is both art and science, soft and hard skills. The success of identifying, qualifying and engaging influencers is also directly tied to how they will be engaged and to what end.

    Some people reading this might think that influencer marketing isn’t the magic pill some are playing it up to be. There’s a reason for that, because it’s not magic. It’s more like alchemy.

    The reality is, there’s no one formula for the perfect B2B influencer, but there are some common characteristics that B2B brands should look for in varying proportions according to what’s important to a program or activation. I call those characteristics:

    The 5 Ps of B2B Influence

    Proficiency - In B2B marketing, the vast majority of those considered influential possess deep expertise in the field they work in. This is a significant difference from many B2C influencers who are often self proclaimed as influential with clever media creation skills.

    As B2C influencer content and engagement tactics evolve, some are crossing over into B2B with a trickle of opportunists successfully creating influence amongst B2B audiences not solely for their expertise, but for a combination of adept social media content creation skills and some expertise. B2B marketers who do their due diligence will be able to filter accordingly.

    Popularity - While network size is not the only thing, nor is it the most important thing, it is definitely a metric to consider. Some marketers swing in the direction of ignoring audience size altogether because of lower engagement rates with popular influencers. This is simply foolish. All things being the same, I’ll take 2% engagement of an influencer with a million followers over 2% from someone that has 1,000 followers.

    What matters is how network size factors in with the type of influencer you need. For example, popular influencers aka “brandividuals” are often best for top of funnel content. Niche domain expert influencers are better for middle and end of funnel content. Engaging a brandividual and expecting conversions is just naive.

    Personality - If you’ve worked in B2C influencer marketing and been exposed to all the characters there, B2B is going to seem a bit dry. Now there are some colorful characters in the B2B influencer community, no doubt. But personality is often a trait that needs to be uncovered when you’re working with some types of business influencers.

    The good news is that savvy influencer marketing practitioners know how to plant the seeds that can grow and blossom within an otherwise introverted influencer. You don’t need them to be a colorful character, ripe with personality per se, but you do want them to connect with the passion they have with their craft and how their expertise can help others be successful.

    Publishing - Content is the media that conveys the ideas of influence and while B2B influencers are not expected to produce the same types and quantity of content as in B2C, it is ideal when there’s a platform where the influencer publishes. At a minimum, that would be social networks but to be a B2B influencer, it’s most likely that also includes articles contributed to publications if not research, books and presentations.

    Promotion - The value a B2B influencer brings beyond adding expertise and credibility to brand content is the ability to share what they helped create with their network. Trust of brand content is at a low, especially with advertising. Customers yearn for authentic content and the right kind of influencer collaboration can give them that, delivered via the influencer’s own distribution channels. That means social networks for course but also potentially blogs, email newsletters, podcast, LinkedIn Live, contributed articles or columns in industry publications.

    I know some people reading this are thinking there could be even more P’s like being Prolific, Persuasive or Passion. Yes, there could be so many more but we have to draw the line somewhere! It's important to be able to manage the data and insights necessary to factor these characteristics into selection, qualification and engagement.

    Some of these traits will not fully reveal themselves until you work with an influencer on a few content activations. Others will fluctuate over time and that is normal. It's important to understand that influence is a temporal thing. It is not fixed or permanent. It’s important marketers realize that before they disengage an influencer in the short term due to lower performance. The same goes for high expectations after great performance.

    Organic influencer engagement is a little dynamic and what you don’t spend on paid influencers like an ad buy you will (in part) need to invest in relationship management, education and even tips that will help the influencers be more effective.

    B2B brands with high influencer churn or low performance often apply “ad buy” perspectives to a what is actually a relationship driven effort. Mismatched expectations are not helpful for anyone, so think about the 5Ps as you evaluate and nurture your influencer community. Consider where of each your ideal influencers need to score on the 5 Ps in order to be a good match for the kind of activation you have in mind.

    When there’s 5P alignment, there's happiness: for customers, influencers and your B2B brand.

    The post 5 Key Traits of the Best B2B Influencers appeared first on Online Marketing Blog - TopRank®.

    Leave a Reply

    Your email address will not be published. Required fields are marked *

    This site uses Akismet to reduce spam. Learn how your comment data is processed.