Social Media Branding Law 1: Be Consistent
Before you jump into your social media branding strategy you must take a pledge to be consistent!
What does it mean to be consistent on social media?
- It means consistently representing yourself and what you’re about (this includes your design!)
- It means sticking to some kind of schedule – don’t post twenty times one week and then go silent for months.
- It means posting in the same voice across all networks (see the next tip for more about this)
- It means knowing your audience and consistently posting the kinds of things they are following you for (see point 3 for more)
Creating Consistent Social Media Profiles
Being consistent on social media starts with creating profiles that match. Here’s how:
- Avatar: Choose one avatar and use it across all of the social media platforms you sign up to.
- Colors: Use the same color scheme across your profiles, if you have the option to change this on a particular social media platform.
- Background Images: Most social media platforms will let you have a background image. Use the same basic design for each platform, tweaking it for the particular dimensions of each social media platform. Use the same principle for your Facebook cover image.
- Username: Your username – or “handle” – should be as similar as possible across all networks. For example, if you use @yourcompanyname on Twitter, don’t use Facebook.com/yourname. Stick with the same username everywhere you sign up to, unless that username has already been taken. (TIP: Even if you’re not using a particular platform yet, go ahead and secure your handle so it’s ready if and when you decide to start)
- Profile Information: Make sure your “about” section remains current and consistent on all your social media platforms. If you change something on one, have a look through your other social media accounts to see whether you need to change things there too.
How To Post Consistently – Without Beibg Glued To Social Media
Thankfully, posting on a regular basis does not mean that you have to be signed in to all of your social media accounts all of the time! If this were true, none of us would have time to get any work done.
There are a number of tools available for scheduling tweets in advance. Here’s are two that have both free and paid options:
- HootSuite: https://hootsuite.com/ (Twitter, Facebook, Google+ pages, LinkedIn, Foursquare and WordPress)
- Buffer: http://www.bufferapp.com (Twitter, Facebook, LinkedIn and App.net
Before you start scheduling your social media posts using these tools, it’s a good idea to decide on the best times to post. This is something that you’ll need to update over time, as you see when your fans are generally more responsive.
If you’re brand new to social media then do some brainstorming. Ask yourself the following questions:
- What time zone does most of your target audience live in?
- Will they generally access social media during working hours?
- Will they be online more during weekends or weekdays?
It’s also worth considering what time you’ll be around to respond to posts. Although you don’t want to be glued to social media conversations, it does help to check in a few times throughout the day to show that you really engage with your followers.
If you already have a social media presence, then a tool like SocialBro can give you your most popular posting times: http://www.socialbro.com/
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