I recently came across this blog post, explaining the importance of starting with a clear message and ensuring that all social media posts stay true to it. This week's blog post contains a commentary on the article.
With all of the social media marketing tips and tricks out there, it's easy to forget one of the most crucial elements: Determine your message, and remain consistent. Part of using social media to strengthen a brand is ensuring that every post either points to or is part of the message. Letting posts go through that are irrelevant ultimately hurts the brand -- or at least runs the risk of doing so.
"Businesses who want to engage customers in a sincere way, must balance between control and real conversation to get the most out of the enormous amount of social media options, says Patton."
This is especially important to remember for companies who emphasize relatability and customer involvement. While a company can control what is posted, they cannot necessarily control the responses or level of engagement. A marketer should be mindful of what might or might not spark responses, and how the company will interact with these responses.
"In using social media, Daniels says leaders in organizations must figure out what they want to achieve or increase and really figure out their objective when choosing a social media platform."
This parallels what we have been learning in class: social media is a tool to reach a destination, rather than the destination itself. Posts should reflect marketing goals and drive audience engagement and traffic towards these goals. Ensuring that posts travel towards these goals provides a sense of cohesion and can help to ensure that the audience has a clear concept of the brand image.
Another quote from the article reflects this idea:
"Daniels says he looks at social media in terms of a funnel. He says dialogue should be encouraged with the goal of getting participants to the next phase of the relationship. The dialogue should eventually lead to a transaction—buying a membership, subscribing, purchasing a product."
Marketers would do well to remember that nobody wants to be consistently sold a product. Posts should not always reflect the need for sales. It's important to share content that is meaningful towards creating sales or leading a customer to want to buy (as opposed to directly telling them they should buy).
Patton believes that it’s the content within the platform of choice that really matters. “Entrepreneurs should steer clear of pre-packaged messaging. It’s much more engaging to keep the message on social media organic and relevant to the conversation,” says Patton. “When I first begin to work on a new project, I prefer to keep the parameters of the language and tone a bit loose yet controlled to allow my team to build and develop a brands voice.”
This aligns with the idea of authenticity within posts. The audience can tell if a post is genuine or if it's just a generic post that may be relevant to the product or brand. People react to authenticity and allowing content and discussions to remain organic rather than forced will ultimately strengthen the brand's image and help to solidify the progression to the company's goals.
With all of the social media marketing tips and tricks out there, it's easy to forget one of the most crucial elements: Determine your message, and remain consistent. Part of using social media to strengthen a brand is ensuring that every post either points to or is part of the message. Letting posts go through that are irrelevant ultimately hurts the brand -- or at least runs the risk of doing so.
"Businesses who want to engage customers in a sincere way, must balance between control and real conversation to get the most out of the enormous amount of social media options, says Patton."
This is especially important to remember for companies who emphasize relatability and customer involvement. While a company can control what is posted, they cannot necessarily control the responses or level of engagement. A marketer should be mindful of what might or might not spark responses, and how the company will interact with these responses.
"In using social media, Daniels says leaders in organizations must figure out what they want to achieve or increase and really figure out their objective when choosing a social media platform."
This parallels what we have been learning in class: social media is a tool to reach a destination, rather than the destination itself. Posts should reflect marketing goals and drive audience engagement and traffic towards these goals. Ensuring that posts travel towards these goals provides a sense of cohesion and can help to ensure that the audience has a clear concept of the brand image.
Another quote from the article reflects this idea:
"Daniels says he looks at social media in terms of a funnel. He says dialogue should be encouraged with the goal of getting participants to the next phase of the relationship. The dialogue should eventually lead to a transaction—buying a membership, subscribing, purchasing a product."
Marketers would do well to remember that nobody wants to be consistently sold a product. Posts should not always reflect the need for sales. It's important to share content that is meaningful towards creating sales or leading a customer to want to buy (as opposed to directly telling them they should buy).
Patton believes that it’s the content within the platform of choice that really matters. “Entrepreneurs should steer clear of pre-packaged messaging. It’s much more engaging to keep the message on social media organic and relevant to the conversation,” says Patton. “When I first begin to work on a new project, I prefer to keep the parameters of the language and tone a bit loose yet controlled to allow my team to build and develop a brands voice.”
This aligns with the idea of authenticity within posts. The audience can tell if a post is genuine or if it's just a generic post that may be relevant to the product or brand. People react to authenticity and allowing content and discussions to remain organic rather than forced will ultimately strengthen the brand's image and help to solidify the progression to the company's goals.
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