Business Magazine | BABM l Branding | How Social Media Can Help Your Brand

You have carefully crafted your brand. You have your name, your logo, your tagline, and most importantly, your reputation. Your customers know what to expect from you, and you deliver on those promises. So why do you need Facebook, Twitter, Foursquare, LinkedIn or any of the other social networking sites?

The answer is simple: because your current and future customers are using them. It wasn’t too long ago that some business owners thought the Internet was a fad and wondered whether they really needed a website. Would you do business with a company now if it didn’t have a website? As more and more people use social networking sites, they expect their favorite brands to have a presence there, too.

There are more than 500 million active users on Facebook, and more than 190 million active users on Twitter. They have created an online community that likes to share information, forward links, post comments and vote in polls. They want to be noticed and welcomed, just like when you walk into a restaurant or a store. If they have a great experience, they will become advocates for your company. It’s the new form of word-of-mouth advertising: with just a few keystrokes, they can tell their hundreds of followers all about you.

Here are some keys to getting started:

Create A Community: If you’re only trying to increase your follower count on Twitter, Facebook and LinkedIn, you’re not harnessing the power of social media. These tools allow you to connect with people who are passionate about the same things you are. If your company sells health products, then fill your social network streams with healthy living tips, articles, photos, and more. If your company sells computer parts to other businesses, then share articles and information about innovations in computer technology, entertainment news such as movies that feature computers or robots, and the success stories of your customers with hotlinks to their social media sites. It doesn’t matter if you’re a B2B to a B2C company; you’re still talking to people whose interests are similar to yours. Your social media pages extend your brand as an expert in your field and your reputation as an organization that cares about its customers.

Invite Interaction: Adding polls, posing questions and inviting people to upload photos or share their opinions are just some of the ways you turn somebody who “likes” your page into an active participant on your page. Still not getting a lot of interaction? Ask for some. Disney invites interaction by having people upload photos of their trip to their Disney Memories page on Facebook. It reinforces Disney’s brand as a place where dreams come true.

Help Them Find You: How can you get people to discover your pages? First, make sure you’re directing people to your social media pages from every touch point. Your business cards, brochures and other printed marketing materials should include your customized social media URLs. Your website, blog, e-blasts, e-books and videos should, too. Every method you use to reach potential customers should showcase how they can find you on social media. It helps your brand by showing how you’re innovative and in touch with the times.

Reward Passionate Customers: Your loyal customers are your biggest advocates, and your biggest sales force. Reward them. If you’re using Foursquare, make specials available to everyone, and then have another reward for the “mayor.” Ben & Jerry’s does this well, giving everyone who checks in three scoops of ice cream for $3, and then giving the virtual Foursquare “mayor” an extra scoop for free.

Most importantly, talk with the people who follow you online. If they ask a question, respond quickly. If they post a comment, respond, even if it’s negative. You can invite them to e-mail you to tell their story. Remember, it’s best if they’re informing you of a problem through a site you control, instead of going to a chat room or discussion board. Show that you care about them as people, not just as consumers. If they were in your store or business, you would always welcome them and ask what you can do for them. Same goes in the online world. Social media is your chance to extend your brand as a company that cares about its customers, delivers valuable information, and is passionate about improving the lives of others through its products and services.

About the Author
Brandi Kamenar, award-winning entrepreneur and CEO of Icon B. Marketing and Publicity Group, has taken Tampa Bay by storm with her creative and powerful marketing and publicity strategies- making an impact no matter the occasion. Brandi is also host and producer of Icon Savvy TV, a news show that highlights Tampa Bay trends, society and style. With a fashion-forward roster of clients, she has a true eye for publicity and knows what it takes to thrive in the fast-paced luxury/lifestyle world.