Writing Your Brand Story Part II: Getting Ready to Share on Social Media
Creating a brand story for your business is part of the foundation for all other PR tactics. To learn what a brand story is and how to write one, check out: Writing Your Brand Story Part I: What, How, & Why.
This post is Part II, and discusses how to prepare your social media platforms, or start them, so you can best share your brand story with your audience.
If you’re already active on social media: Getting ready to share your brand story
If you already have social media profiles set up for your business, then congrats! Some of the work is already done. But before you start sharing your brand story online, you’ll need to make sure that all of your profiles are updated and are consistent with both your brand story and one another.
So, before you start sharing your brand story, audit your accounts to check for any discontinuities. For example: Are all of your links working? Are all of your descriptions the same? Are all of your logos and images up-to-date?
Maintaining consistency across your accounts is key to curating an effective social media presence. Congruent, updated accounts show your audience (i.e. potential customers) that your business is active, while outdated or unused accounts will make them question if your business is even still operating.
If you’re not already active on social media: Deciding which platform is right for you
Don’t worry if your business isn’t currently using any social media platforms. Starting with a fresh slate can sometimes be easier than revamping. Take this opportunity to evaluate which social media platforms are most relevant for your business and industry and are most likely to help you achieve your goals.
Facebook is directed mostly for consumers; so, if you’re looking to connect with customers near you, Facebook might be the right option. You can create posts with lots of images to highlight upcoming events at your business, current sales you’re running, or content that you’ve created, like blogs. These kinds of posts will help educate your target audience on your industry, what kind of products and/or services you offer, and your brand’s story.
But remember that if you’re targeting a business-to-business (B2B) audience, you may want to skip this platform.
Twitter, on the other hand, hosts conversations with both consumers and businesses. Specifically, Twitter is most frequented by members of the media (i.e. editors, writers, influencers, etc., on both local, regional, and national scales). By using Twitter to share you brand story with members of the press, you can help get your business noticed among a much wider audience.
Twitter is also an easy way for your business to stay a part of the industry conversation through hashtags, Twitter chats, and news discussions from influencers. On this platform, you can establish thought-leadership, build media relationships, and stay up-to-date on the latest industry news.
LinkedIn is designed entirely for business-to-business relations. Here, members convene to discuss rising topics and trends in their industries, so it’s a great place for you to insert your business into the greater dialogue.
By sharing your brand story on LinkedIn, you can educate your contemporaries on how your business is contributing to the greater industry. You can also build relationships with other members, whether you’re looking to work with other companies, such as design firms, builders, architects, electricians, creative groups, etc., or to hire new professionals.
You’ve spent a lot of time crafting the perfect brand story for your business, so make sure you optimize its delivery to the public by using the most appropriate social media platforms for you.
Is there another platform not mentioned here that you’d like to learn more about? Learn more about managing your business’s social media presence on Caster Academy, or reach out to me on Twitter @merryshoebell.