Social For Brands

By Peter Gabany

Everyone using social today is doing so for a reason–it allows people to get something: be it recognition, an audience, a platform to demonstrate, to showcase, to ask for help.

When used personally, social media can quickly become a means for dependable communications, but for business, the rules change. To reach business goals using social media, like for any business objective, one starts with the end in mind. Business leaders want to increase share of market, to transcend sustainability, to grow into new and opportunistic ways. Little changes from this very important first step in developing a social media strategy.

But how you get there presents many challenges when considering any social media channel. Using social is far more a mirror, than a looking glass. Each post on Facebook, Twitter, Linkedin or Instagram should be an “authentic” reflection of one’s business. To do otherwise opens a business to scrutiny and the chance for ridicule—the virus of social.

Build customer or fan interest by creating new or curated content that “supports the field” you are speaking about. If you are looking for respect make your posts about the target, help them out and refrain from always making about you. They already know who you are and are following you because they are interested. The content an editor posts must reflect how people see or experience your company’s level of service, your product performance, your company’s position on “social” concerns. Venture honestly and openly and this communication’s acid test can play to your favour. Use it wisely and you will enhance your brand position.



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