There are literally thousands of articles out there expressing the importance of having a social media presence in this day and age. With the mobile market absolutely exploding and social networking becoming the biggest thing to ever happen to the Internet, it’s vital that brands—especially smaller and startup brands—get involved in social media. But what’s not spoken about enough is the importance of consistency with your brand.
Just because you’re getting your brand name out there often enough doesn’t mean that it’s sending a cohesive message. It might appear sporadic and sloppy from one social network to the next. So it’s crucial that you focus on brand consistency in social media.
1: Make Sure Everyone’s on the Same Page
If you, John Doe Businessman, have a plan for a new marketing approach, then other people within your company need to know about it. Unless you’re all on the same page, different departments and people with different duties are going to paint a completely different brand picture. James Smith Employee is bound to use what he “thinks” is wanted, but if you and Susie Q Partner had a different idea, then you’re at complete odds with one another. Consistency starts within.
2: Stay Open and Transparent Inside and Out
As mentioned above, it’s important that everyone inside of your company is on the same page. This is so nothing makes it out there in the public eye that you wouldn’t approve of. And the only way to avoid getting wires crossed, either with your employees, coworkers, partners, or with your fans, is to always stay engaged about the brand and what it is everyone wants and expects from it.
3: Strive for Consistent Engagement
How you interact with people is what puts a personality to your brand. You’re hoping for a happy face, of course, but what you don’t want is multiple masks. You don’t want people thinking that your brand acts differently in Facebook posts than in a Twitter reply. You want to come across as the same cohesive brand across every platform.
4: Be True to Your Business
A lot of brands end up appearing inconsistent because they’re going against their brand principles to placate an audience on popular social networks. They end up with a Twitter account that’s garbage and a Facebook account that’s nothing like their LinkedIn profile. This is an obvious side effect of trying to be a people pleaser instead of a legitimate brand. By remaining true to your brand, you can show consistency across different platforms.
5: Understand Your Market
Another great way to ensure consistency is to understand the market you’re catering to. When you have no grasp of the niche you’re targeting, you’ll be more inclined to try a wide range of marketing options, many of which are going to fail, but all of which will be available to the public eye. So, of course, you’re left with a lot of material that doesn’t at all represent the brand image you’re attempting to put forth.
6: Don’t Be Afraid to Hire Out
Professional writers and others you can outsource work to make it their business to keep your theme consistent, no matter what the product is. So if you’re having any trouble in the consistency department, for whatever reasons, outsourcing might be a good way to go here. Looking for a skilled writer can help you put out a consistent theme.
Most brands suffer a lot of ups and downs over the course of their lifetime, but brands that prove to be inconsistent will die on the vine long before their life span is up. This is particularly true with brands on social media, where a new startup is creating a Facebook brand page every hour of every day. So if you’re unable to appear consistent and reliable, you might not be competing for long.
Use the information provided above to help you maintain a consistent brand image.
Craig Robinson. A freelance writer from Qwaya.com – a facebook ad management tool and helps advertisers organize their campaigns. Craig also loves to participate at some social media communities and forums.