Social media is a HUGE topic in marketing communications these days.The question I keep getting hit with is "Does brand have any relevance in the age of Facebook, Twitter, and YouTube." My answer is always "yes."
The essence of branding (at least the part you can control) is consistency. You need to present a consistent look, message, and tone.
If you have a social media presence or want to get started, here are some things to consider:
- Name According to Shakespeare a rose would still smell good if we called it smellyweed. However, from a marketing standpoint, it's best if Rose Company, shows up as @roseco on Twitter, as www.rosecompany.com on the web, and as Rose Company Channel on YouTube. Prospects may consider you sketchy if your name's not consistent. This seems like a no-brainer, but I run into Twitter IDs like @sexygirl with web addresses like www.smartbusinesstopics.com Seems like an identity crisis to me.
- Visual If you get to include a visual identifier on a social media site, do it. People are visual. For example, Facebook lets you include your logo on a fan page. Just make sure you crop it so it's all there on your page and by each post. It looks bad to have your logo chopped off on every post. If your logo includes a symbol (like the Target bulls-eye), that may be the best option for your social media visual.
- Message In social media the term "Point of View" is used, since the idea is to post relevant and interesting content over time. Rose Company might want to focus on roses -- why they're wonderful flowers, how to grow them, and so on. The Morgan Horse Association should probably focus on the breed. Followers then get to know you for a certain area of expertise.
- Tone Sounding the same over time is as important as looking the same. If you're business-like/dry in one place and breezy/perky in another, prospects may get confused, If you've got more than one person posting in more than one place, agree on Point of View and Tone before you start.
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