Creating a digital presence for your brand is a critical component of your overall marketing strategy. Although for most brands it’s important to be active on multiple social media platforms, the networks are not all intended for the same usage. First, pinpoint which one should be considered your primary network and then focus your attention accordingly.
Work your way through this flowchart to get started:
General Consumer – A group of people that are buying a product or an experience. Examples: restaurant, clothing company
Corporate Audience – A group of people that are interested in corporate services. Examples: non-profit association, law office
Corporate and Community Event Attendance – Industry conferences and trade shows embrace the power of social media as they continue to use it as a vital networking tool. If your brand is represented or attending events regularly, Twitter is a great way to join the event’s conversation. Facebook has also created a space for networking opportunities with Events and Groups that allow attendees to congregate before, during and after the event. LinkedIn has developed into platform that is utilized as a virtual resume and less so as an interactive networking community in comparison to the other social media platforms. Although it is equipped with a newsfeed and groups, it doesn’t compete with Twitter and Facebook, which have connected the digital and in-person networking opportunities that companies gain from attending events and trade shows.
Selling an Experience – A brand that markets an event or lifestyle. Examples: music festival, vacation destination
Engage with Your Audience – Communicating your brand to you target demographic through paid online advertising and calendared events or through real-time trends (in-the-moment topics, occasions and events).
Real-time Trends – Topic, occasions and events that are current conversations on social media.
Ads – Paid digital advertisements that are created through your brand’s Facebook page. The ad is seen by your target audience on Facebook and Instagram.