Social media is getting pretty crowded...
Wait, what? You want me to be a stalker?Yes, I do...a little. I don’t want you to be in the trees with binoculars, but you need to do a bit of investigative digging on social media. This means going to Twitter, Facebook, LinkedIn, Google+, YouTube, and more to become an social media detective. But where do you start? The social media universe is huge, just diving in with no rhyme or reason will leave you nothing but frustrated.
Don’t reinvent the wheel
Become BFFs with your audience
When building your brand’s social voice, it’s important to talk to your audience like you’re friends, not like you’re an obscure corporate entity trying to talk to a human. Though you might be representing a company or brand, in the end, you’re a human talking to another human. I repeat, you’re a human talking to another human. Keep this in mind when crafting your messaging. Does what you’re saying sound dull, rehearsed and/or stuffy to you? If so, it will most likely sound the same to your audience.
Create customer profiles for your target audience, get to know their likes, dislikes, and what makes them say “wow, that’s cool.” Your ultimate goal is to have them say that about you (ok, maybe not your ultimate goal, but it’s pretty high up there).
Mirror, mirror on the wallMention can send you alerts whenever someone mentions your brands or key terms on social platforms.
A word of caution when it comes to looking at your own brand - try to keep yourself in check. While you may see some outlandish complaints or reviews about your brand, unless they’re completely untrue and misleading about your brand, take a step back before you try to go in and defend yourself. Social media can turn vicious fast and if you’re not ready to handle the possible negative backlash, it might be best to stay out of it. Instead, take an honest look at why people may be saying negative things about your brand and see how you can address that. Did they just have a bad day or was it something that they’ve repeatedly encountered every time they interact with your brand.
Pulling it all togetherNow that you have a better idea of your industry through studying your competitors and yourself, you can use your customer profiles to start creating content in your brand’s social voice that will be optimized for engagement.
For example, if you created a customer profile for one of your audience segments and you saw that they’re heavily active on Instagram, you know that integrating strong images and visuals into your brand’s social strategy is key to reaching this audience.
Figuring out how the industry is interacting and engaging the community and then applying that knowledge to your specific brand audience is where you can find ways to improve to stand above the crowd (or even break out of what is currently being done) to give your brand a clear voice that can be heard in a crowded social media world.
Images courtesy of Flickr Creative Commons Attribution License