Storytelling is the most powerful way to put ideas into the world.Robert McKee
When building a brand on social media, there are lots of different things to consider.
For example, our specialty is industrial brands. At first, it may seem difficult to imagine how industrial brands – or other highly-technical or regulated industries – can or should use social media.
We recently shared some best practices for social media engagement, but sometimes there is uncertainty whether your industry can use social media in the first place.
First, consider these statistics about using social media:
– There are nearly 3.5 billion social media users worldwide – that’s almost half of the world’s population. (WeAreSocial)
– 95% of adults 18-34 online follow brands on social media. (MarketingSherpa)
– 71% of consumers who have good social media experiences with a brand are likely to recommend it to others. (Ambassador)
Now that we’ve established some of social media’s benefits, you may still be wondering how your brand fits in. Here are just a few of the ways all brands can leverage social media:
1. Share news
No matter your brand’s industry, social media is a fantastic way to get the word out about exciting news. Maybe your company is attending a prestigious conference, got an award, or even received a great write-up or review in a publication. Sharing news with your brand’s followers via social media helps distribute information in a way that has a larger reach than it might have had originally.
2. Promote existing content
If you have a website, you’ve got social media content. But that’s not to say that you should cut and paste directly from your website into Twitter. However, you can certainly repurpose your existing website content into compelling social media. It helps you keep in front of your audience, and you may introduce them to information about your brand that they wouldn’t have encountered without digging around your website on their own.
3. Answer questions
Even in highly-technical industries, your followers may still have questions they want to ask you on social media. It’s an easy way for the consumer to get in contact with your brand, and they do expect you to respond, even if not immediately. Of our industrial brands, we occasionally receive questions on social media about LOESCHE Mills or MACARBON® bricks. Though we as the social media managers may not be able to answer these questions, we always acknowledge the question and then call in a specialist from the brand who can actually provide a detailed response.
4. Tell a story
Storytelling is part of human nature as we attempt to connect with each other. Social media is no different. Though more brands are creating content online than ever, you’ll have to find creative ways to cut through the noise. Sharing your brand’s story in an interesting and authentic way can go far in capturing and keeping your audience’s attention.
5. Create trust and provide value
Not everything you post on social media has to be selling something. If you inundate your followers with nothing but links, they’ll quickly lose interest and potentially unfollow you. Social media provides an opportunity to engage with your consumers in a different way. You have the potential to provide them with meaningful content about your industry that keeps them coming back – because they want to, not because they’re being targeted. Blog posts are one great way to deliver value, so make sure you share them on social media.
These are only a handful of the many ways that brands can leverage social media to develop relationships with their audience, but each and every brand can benefit from an individual strategy.
Though our specialty is industrial brands, we’re social media strategy experts and we are here if you need some assistance with your business’s online presence.
We also provide tutoring and consulting to those who want a more hands-on approach to their marketing strategy, and we can help you get started – so don’t hesitate to contact us for more information.
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