How serious brands can use social media to support their brand goals

By Quip’s social media expert, Lauren Dalton

Social media is one of the largest, most influential means of education and information out there today, so giving your brand a presence on social media should be viewed as an essential part of your marketing strategy, not just optional.

Branding is all about telling a story, and social media provides the perfect platform to do this.

Serious brands should not shy away from social media, as it is an effective way to increase brand awareness, connect with customers, and even boost sales and profits. With almost three billion people around the globe using social media, and with this number constantly growing each year, it is not just a passing trend.

The inherent purpose of social media marketing is to increase a brand’s awareness and visibility, through building relationships and communicating with potential customers, allowing you to reach a wider audience.

To be effective, every post should be either: educational, entertaining, or inspiring—or ideally a combination of the three. 

Social media is all about creating a community. The most successful brands on social media have built relationships with their followers and have created online communities around their brand.

In order to be effective on social media, gain followers and build an online community, there needs to be a reason that people want to follow you – something that draws them in. The content that you post needs to be as engaging, “likeable” and relatable as possible.

‘Relatable’ is one of those key social media words. Posting relatable content is the best way to ensure users will engage with your content. It doesn’t matter if you have a smaller following if your followers are genuinely engaged with you content and interested in your brand. At the same time, of course, it is important to stay on brand and relevant. An insurance firm posting a makeup tutorial, for example, is not going to make any sense.

Having a presence on social media will also give your brand more credibility and legitimacy. Today, customers are continuously becoming more and more savvy when making purchasing decisions and will often do a quick web or social media search to check out your brand online. What will they find when they search for your brand? Having a quality social media presence is a great way to make a positive first impression, communicating to your customers that you are trustworthy, knowledgeable and credible. 

Today, instead of calling a customer service line, majority of customers are turning to Facebook or Instagram to solve problems or find information. This gives businesses the ability to be on the front line of customer care, answering customer questions and solving problems in real time – once again increasing brand credibility and reputation.

Regardless of the size of your brand, whether you run a small local business or a national corporation, having a social media presence and an appropriate social media marketing strategy can help you achieve your brand goals. 

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