Companies and organisations of all sizes use social media for a wide variety of purposes, but all of these separate strands can be seen to add up to what you might call your brand’s ‘personality.’
This is why an effective social media strategy will have this as an explicit aim — creating an instantly recognisable character for your brand that makes it an enjoyable, informative and helpful experience for customers and others to engage with you.
When it’s done well, social media for business will mean that people look out for your content, and value and trust what you have to say when it comes to products, services and more.
How does having a brand personality help?
Top social media management companies all agree that the age of the huge, faceless corporation that does not know who its customers are has gone for ever.
A range of factors has influenced this (not least covid), but it is unquestionably the case today that an effective social media strategy has to be based around creating personalised content that expresses your brand’s personality in an entertaining and engaging way, and that also shows an appreciation of its users as individuals.
Pro forma, generic messaging is no longer going to cut it.
How can a company build a brand personality?
What does building a brand personality mean in practical terms? Our experience in delivering social media Perth companies use to engage with customers across a range of platforms means we have distilled this process down to some key areas.
Build personality through your tone of voice
Any social media for business campaign should aim to adopt a tone of voice that is appropriate for the type of communications and platform. It can be authoritative, supportive, clinical or amusing as required, but the key is that everyone contributing to your social media strategy understands the key messages, who the intended audience is, and the tone of voice that is appropriate for the platform.
Social media gives you multiple opportunities to express your brand’s personality in a range of different ways. However, this is also why it’s important to establish clear brand guidelines, so that everyone understands the tone of voice required for each social media strategy, and your team is all on the same page.
Adapt to different social media platforms and audiences
Top social media management companies will always recommend that you are flexible in your social media strategy and approach. As touched on above, you need to understand the different audiences who use different platforms (think about how different LinkedIn is to Tik Tok, for instance), and what user expectations are on these different platforms. This should ideally influence the nature of the content you post, how often you post, and the ways in which you encourage users to engage.
The better the understanding you have of the audiences on these different platforms and how to reach them, the better you will be able to tailor your social media content so that it has the most impact.
Connection through brand storytelling
Storytelling is one of the most effective ways of promoting your brand’s personality and character. When you use storytelling as part of a social media for business approach, it helps to convey your values and what’s important to you as an organisation, and this can be an effective way of establishing a closer connection with users.
This form of social media strategy also encourages users to share your content themselves, which is one of the simplest and most cost effective ways of your getting your content out to as many people as possible.
Perth’s Leading Social Media Marketing Agency
We are a leading provider of social media Perth companies use to engage with customers on a wide variety of platforms. Our team of social media for business specialists will work with you to create campaigns that have real impact, and are based on your company’s vision, values and aims.