I’ve been a lazy natural for most of my life. I had natural hair, but I never looked after it the way I should have.
I pushed it back in tight – if very cute – buns, laid down my edges, and kept it moving.
Then I discovered a natural hairdresser on Instagram who changed my mind. She was active on the platform every day, often giving hair care advice and speaking directly to my concerns. Within a few weeks I was sold and ready to book an appointment.
Not every social media interaction is like this, but it’s what every brand wants. To appeal to the target audience, create content that resonates with them and build a connection; H .: Presence in social media.
Let’s examine what social media presence is and how to build it.
What is social media presence?
Social media presence refers to a brand’s visibility on social media platforms and the connection it builds with its community. The stronger your presence, the more trust you can build with your audience before building a direct relationship beyond that marketing channel.
Brands don’t have a single metric tied to social media presence. However, this can lead to a high engagement rate, growing brand awareness, and positive brand awareness.
Krystal Wu, Social Media Community Manager at HubSpot, emphasizes that visibility and presence are different.
“A social media channel is not present if there is no audience that appreciates it. Use social media to hear, monitor and analyze your audience’s behavior,” said Wu. “With this information, you can get customer feedback, improve new or existing relationships, and expand your brand’s social presence.”
While visibility comes with a strong presence, that isn’t the measure of success – resonance is.
Importance of the presence of social media
A social media presence goes beyond a profile with content. It means creating content that is tailored to the interests and needs of your target audience.
This builds trust and when you have that you are one step closer to your audience’s business.
Having a strong presence on social media can also help you understand your audience better.
“While there are a lot of growth hacks out there to build a brand’s social presence, I think the greatest value is in knowing your audience,” said Ariel Boswell, social media analyst at HubSpot. “The ability to know your audience so well that you understand what is catching their attention and to combine that with content that is of value in that moment is a recipe for success.”
Connecting with your community at this level can help you figure out the core of their needs so that you can better serve them with your product or service.
How to increase the presence of social media
1. Engage your audience.
Social media is arguably the closest you have regular contact with consumers. Within hours of posting, you can measure your audience’s reaction and learn something new with each post.
Go a step further and give your followers the opportunity to connect with your brand on a deeper level. This can invite them to join discussions in the comment section, answer fun “this or that” quizzes, create surveys, answer questions and answers, and make live videos.
These activities will give you valuable insight into your audience’s likes, dislikes, challenges, and concerns. This way you can create targeted campaigns that convert.
2. Manage your community.
Having a social media account with no community management is like having a car that is always almost empty (a.k.a. my car in college). You won’t make it very far.
Community management is an important driver in building your social media presence. According to Wu, this is fundamental to a brand’s growth, image and social success.
“When you proactively reach out to other brands, fans, customers and followers in similar industries, you can really build that community around your brand,” said Wu. “People are starting to recognize the name, the types of conversations the brand is having, and their level of knowledge in that specific market.”
This aspect of social media management requires brands to be proactive and seek conversations that attract audiences.
Imagine going to a party. You showed up, but now you need to talk to a few people and start making friends.
“Without these proactive measures, just putting one brand on social media and not engaging community efforts will not go very far,” added Wu. “Like the flywheel model, community management is the center of the customer journey and creates the relationship between brand and customer.”
3. Stay active and consistent.
Have you ever scrolled past a mark and took a double shot and thought, “Oh you! I forgot you even existed.” No brand wants such a reaction.
Social media is a game of visibility and with brands. It’s often out of sight and out of your mind, so it’s important that you be active on your social media platforms and post consistently.
A lot of brands start out strong, releasing every day and then less and less, until they only post every now and then.
“Success doesn’t usually come on the first, second, or even third try. Social media plays the long game, and once brands realize that it usually doesn’t explode overnight, consistency comes into play,” said Wu. “In the social arena, you need to test, experiment, analyze, and even take risks to see what strategy your brand should use to advance and connect and build audiences.”
When you run out of content or ideas, start with a lower posting cadence and limit the platforms you are active on. It’s also helpful to plan your content at least a month in advance and have your creative resources ready so you never get confused.
4. Understand that it’s a long game.
Many of the mistakes brands make on social media are based on wanting to grow quickly.
You get impatient and want results quickly. So you could try the social version of schemes to get rich quick and build your following. However, these strategies are only valuable on the surface.
But you quickly realize that they don’t get you any closer to achieving your goals and connecting with your audience.
“Don’t take the ‘easy’ way out of paying for views and followers,” Wu said, “because at some point you come across a wall where you have this audience, but no engagement, no one converting your content or yourself sign up.” . “
Organic growth is the most authentic and effective way to build a sustainable presence. Why? Because you are getting real data from your target audience and this will help you tailor your approach to better serve them.
5. Stick to your brand voice and aesthetic.
Consistency isn’t just about your release plan, it’s about your brand as a whole.
Your brand identity should be the same across all marketing channels. Understanding your brand can be confusing for consumers when their messaging and identity seem to change from one day to the next. How can your audience connect to something they can’t figure out?
Once you’ve designed your branding strategy, make sure it aligns with your social media strategy.
6. Keep track of your competitors.
Your competitors are like your neighbors. It’s okay to be a little curious and see what they’re up to from time to time.
“When I think of doing a competitive analysis, I assume I’m both challenged and inspired,” said Boswell. “The most important thing to look for in evaluating a competitor’s social media presence is how they position themselves in the marketplace and how common or overlapping audiences perceive their efforts.”
While it is good to be aware of your competitive landscape, Boswell emphasizes that this shouldn’t affect your overall social strategy. What works well for a brand may not work for your brand. So choose which ideas you customize.
7. Take advantage of trends and lively content.
Trends keep social media spinning.
Every few weeks or even days there is a new trend that sweeps around platforms like Twitter and TikTok. Brands often ask two questions: “Should we get involved?” And “How do we make this our own?”
Trends can increase your brand awareness and help you generate traffic jams. It’s an opportunity to think outside the box and participate in something that you already know your audience will like.
When in doubt, always refer to your branding strategy. Does this align with your overall brand identity and messaging? If not, treat it like a supervised school dance and put it off.
8. Adapt your posts to current events.
Today consumers hold brands to a higher standard.
Companies are expected to express themselves more strongly on social issues and to make their position more transparent. This approach should also be reflected in your social media strategy during times of social unrest, cultural events, and news.
Sometimes it can be so easy not to post anything for the day and pause paid social ads. In other cases it may be necessary to release a statement.
In either case, you need to be flexible and work quickly to determine how to proceed.
9. Invest in high quality creative assets.
Social media is one of the main sources for brand discovery.
Your target person flips through Instagram, your post is displayed and piques their interest. What’s one of the first things you will do? Visit your profile.
You often only have a few seconds to impress a prospect and don’t want them to be turned away for bad content. This can include poor quality images, copying with grammatical errors, and the use of unbranded content.
Your social media profile tells a story. So make sure you want to tell this one.
10. Listen to your audience and adjust as needed.
Social monitoring and listening can be your cheat sheet for social media success.
They not only give you insight into your industry and your competitors, but also into how your audience perceives your brand. Using this as a lever to educate your branding strategy can help you stand out from your competitors.
“Where we once lived in the marketing age of brand innovation, we now live in a first consumer era. This is an exciting time, especially on social media, where brands have a direct line of communication with their audiences,” said Boswell. “Brands that not only actively engage with their audience, but also want to understand them deeply, win in the social field.”
Not sure where to start? Start by finding topics related to your brand and see how the audience reacts to them. Then search for your company name and see what the general sentiment of your brand is like.
11. Optimize your profiles for SEO.
As mentioned earlier, social media has made it easier than ever to discover new brands. But just because it’s easier doesn’t mean you don’t have to get work done.
When thinking of SEO, it is easy to assume that it is a website optimization. However, you also want to tweak your social profiles so that your target audience can find you more easily.
One of the easiest ways to optimize your posts is with hashtags. Additionally, you want to optimize your bio page in several ways:
- Include some keywords (identified through social media tools) in your company description bio.
- Do you have working links that take your followers to other channels, such as: B. your website or your YouTube channel.
- Use the same profile picture and handle on all social media platforms.
12. Own your flaws.
If you post on social media regularly, you must be making a mistake. Not to mention that the landscape itself is constantly changing and developing.
Whether you’re trying out a strategy that didn’t quite work out or writing a copy that was misunderstood by your audience, it’s a normal part of growing your social media presence. Wu says it’s an opportunity to discover opportunities for improvement.
“Social strategies are developed through experimentation and risk-taking to see what fits and what doesn’t. When you find you made a mistake, go ahead and do it, learn from it, and develop into something better.” . “
It’s okay to make mistakes as long as you take note of the experience and use it to inform your next course of action.
13. Treat each platform as its own.
What works on one platform doesn’t necessarily work on another.
One thing that you may have tried to do with social media is duplicating your own content. There is an important difference between reusing and duplicating.
The former updates the content to add value, while the latter keeps it the same and simply transfers it to another platform.
If you duplicate your content, you run the risk of missing the mark with your audience. While they love your videos on YouTube, they may not like them on TikTok as the context is different.
With that in mind, be sure to tailor your approach to the platform you’re posting to.
14. Balance promotion and value creation.
There is a time to promote your product or service and a time to add value. Find the right balance and you are golden.
Most users don’t go to social media to see ads. Social media is usually a place to chat, whether through fun videos or informative topics.
While some amount of advertising is expected, if the only thing you are driving is the product, you will quickly lose your audience. You need to balance this with content that they can relate to.
Once you’ve earned their trust and gained credibility, they’ll be more open to trying out your product or service.
15. Use tools to publish, monitor, and track posts.
Social media is not a set-and-forget marketing game – it requires constant monitoring.
Social media tools are ideal here. With software like Content Studio and later, you can schedule your posts on multiple platforms, track your analytics and competitors, conduct audits, and get data-driven recommendations for future posts.
Social media tools are essential to building a sustainable presence, especially as you scale your business.
16. Prioritize accessibility.
When it comes to online accessibility, advances in social media are slow.
Things like captions and alt text may seem redundant, but they actually carry more weight than you might think. Accessible social content:
- Makes it easier for deaf, hard of hearing and visually impaired people to use your content.
- Helps you reach audiences who may not be native speakers of your language.
Reaching out to users who otherwise might not have had access to your content can increase your brand awareness and generate more engagement.
17. Let the data guide you.
Analytics is not only there to tell you how your posts are currently forming, but also to inform your future posts.
To grow your social presence, you need to understand not only what works well, but why.
“Try to understand what engages and engages your audience based on where they are in their life cycle,” said Boswell. “This can be reviewing historical posts to establish quantitative performance benchmarks, or looking at qualitative data to understand what types of content, topics, or media formats will work best.”
You can find these answers in your analytics dashboard. By tracking the performance of your posts, you will notice trends and use them as a guide in your strategy.
18. Invest in the right platforms.
It’s easy to assume that in order to increase your social media presence, you should be visible everywhere. However, if your audience doesn’t live on certain platforms, it’s a waste of time and resources.
Because of this, you should do some research to narrow down exactly where your audience is so you can meet them where they are. You can find this information through surveys, interviews, competitors and searching the platforms.
19. Use User Generated Content (UGC).
You can only get your own content so far on social media. The great thing is that you can reach audiences outside of your community through influencers, partners, and your own followers.
Influencer marketing is one of the best ways to attract an audience that falls into your target market but may not currently be reachable.
Additionally, influencers and UGC have social evidence that is a solid foundation for building your relationship with newcomers. It’s like your friend introducing you to his friend. They already trust them so naturally that there is some trust in the person they are introducing you to.
20. Promote your social accounts on other platforms.
They have great social media accounts. So you should make sure that your audience can find them.
For example, you may have your own list of subscribers who may not already follow you on social media. So make sure you include links to your social platforms across all channels – both digital and offline.
This includes the following:
- business cards
- YouTube videos and your channel homepage
21. Embrace new features.
In the past few months, Twitter launched Twitter Spaces, YouTube launched a new feature called Shorts, and Instagram launched Guides.
Social media platforms are constantly adding new features, and brands are often apprehensive about trying them out. However, don’t be afraid to be an early adopter.
“Social media is a constantly changing area. Every few months there is a new feature, placement, or algorithm change,” said Boswell. “Always test the assumptions and keep an eye on your performance metrics to see how these changes affect your strategy and be ready to turn.”
Boswell adds that you should be open to these new additions while still investing in strategies that your audience is already responding well to.
Companies with the best social media presence
There are tons of companies building strong communities on social media – here are a few.
1. Night owl cookies
This local Miami cookie shop has a crowd pleaser.
Given the nature of the industry, visual content is critical to the success of this brand on social media. As such, they deliver high quality images that will grab your attention.
Night Owl Cookies is mostly active on Instagram and is published almost daily. The brand delights its audience with delicious pictures of fresh cookies, funny memes and funny texts. They also run giveaways on a regular basis, which is a great way to expand their reach.
2. Fanm Djanm
Fanm Djanm is a lifestyle brand whose identity is rooted in the concept of strength, femininity and self-love. The brand keeps this news consistent in every post and on every social platform.
They say love makes you do crazy things, but maybe they really mean that when you love radically and when you have radical self-love, you become fearless
It is a bold act to love, period ❤️
What is love to you pic.twitter.com/gjgPG49rfP
– Fanm Djanm (@FanmDjanm) February 14, 2021
Despite a strong Instagram base, the brand is also very active on Twitter and Pinterest, where it gets 2.5 million views a month.
3. Robert Half
As a personnel company, Robert Half is aimed at both companies and job seekers.
The brand’s social team struck the right balance by creating valuable content for both audiences.
Job seekers will find discussions on pressing topics such as salary negotiations and interview preparation. Hiring managers can learn everything from employee retention to hiring mistakes.
Additionally, the brand is constantly engaging its audience with thoughtful questions and surveys that give them insight into their needs, interests, and vulnerabilities.
4. Valence community
As explained in the previous section, companies on social media need to determine exactly what content their audiences want and deliver it. Constantly promoting products or services just doesn’t work – Valence Community understands that.
The brand’s social platform reflects the audience it wants to reach. The Valence Community also adapts its content to the platform. While the Instagram page is filled with inspiring and motivational content, the Twitter page highlights the value-added resources like events and webinars.
Building your social media presence is always a work in progress, but it’s basically about staying in tune with your audience.