The Internet. The most common method of communicating and connecting locally, as well as globally. As individuals in today’s society, we greatly depend on Social Media for many different reasons: news, daily events, keeping up with friends, keeping in touch with our favourite brands. The best way to understand these concepts is with a scenario. Ours will be about launching an apparel brand.
Building and Maintaining a Brand Community is ideal for any brand vying to make their mark. “Brand Communities are communities of practice that come together based on their love of a specific brand” (Hoskins, 2016). This is highly beneficial as you will have advocates who will promote your brand without you having to ask.
Social Media is the way to go to build this brand community. By seamlessly integrating with your website, and helping you track your sales, it helps you re-target marketing efforts in the right places to maximize sales, whilst receiving live feedback from your customers. However, there are some best practices that you should know to follow before starting. I call this, my RPMTAT strategy.
Look at your competitors’ Facebook, Twitter, and Instagram feeds. Reverse engineer a selection of layouts into a combination that you feel fits your brand best, and work from there.
Plan and execute
Build a content calendar, and automate posts using software such as Buffer or Hootsuite. For example, Facebook for video, Twitter for Customer Service, Instagram to showboat the brand.
Maintain your Social Media platforms and engage with followers by replying, liking, giving insight. Try having contests occasionally, giving away free product for re-posts, so customers have an incentive to re-post some of your posts.
Use free insight from Facebook, Twitter, and Google Analytics to see which posts are doing the best, and follow up on them.
Analyze how your website/social media traffic behaves. Which page is being used for what over time? Which page do most customers respond to?
Using your analysis, tweak your layout!
One last thing to remember is your Online Etiquette. You have a personal brand to uphold, and the best tips for this are given my Professor Hoskins in Module 1, some being:
- professional email
- be aware and consistent with your online voice
- engage people, don’t annoy them
- have a professional profile photo
- address complaints/concerns
- don’t be passive aggressive
- share expertise/advice freely!
I hope these best practices help you in your journey to becoming a mogul on social media platforms for your brand.
Hoskins, G. 2017. CEID100 Course Materials: Module 1. Ryerson University.
5 Effective Social Media Best Practices for Your Business. (2016, September 09). Retrieved January 19, 2017, from https://smallbiztrends.com/2016/09/social-media-best-practices.html