Social media has quickly become an essential part of every brand’s marketing mix. And although demand for its unique power to communicate brand is higher than ever, many have found success to be elusive. Here are five essential steps for developing your social media presence into a thriving, brand-building machine.

1. Share

Whether related to your business or not, share your thoughts: how to revive the economy; what the new black is; which ’80s star you just shared a cab with; when your new, game-changing product is debuting. The more fascinating and unexpected your stories are, the more your audience will be inclined to share your posts, and the more attention you’ll get. Start with a simple blog, where you can establish a central hub that includes links to your Twitter, Facebook, YouTube, and other social network profiles. Giving your audience more opportunities to connect with you means more ways they can share your brand with their network.

2. Listen

Social networks are vaults of valuable information. Your contact list is filled with opinions and ideas that can give you the answer to who, what, when, where, and why your audience makes its decisions. When you listen to what they say, you can forge relationships with your customers; you can also develop lists of relevant keywords to monitor other conversations, so you can learn even more about your audience — and how best to connect with them.

3. Track and measure everything

While there are certainly more in-depth measurement tools, Google Analytics provides a free and simple way to identify and measure your audience. You can track every click on every site they visit, and even the amount of time they spend on each page. The analyzed data will help you determine where your audience is, what they’re looking for, and most important, if they’re ready to consider the goods or services that you’re offering. Through this kind of measurement, you’ll have the opportunity to fine-tune your approach, communicate a more accurate and relevant message, and improve the overall success of your social media campaign.

4. Provide an incentive

The internet is far and wide, and that’s why you need to give your audience a compelling reason to engage with your brand. Contests, sweepstakes, and tangible giveaways can be sufficient, but there are many low-cost incentives that can provide even higher value: exclusive news, unique insights, private product testing, enhanced customer service, or even personalized, one-on-one attention can entice your audience to become loyal advocates.

5. Be transparent

Use your real name and title and reveal your true intentions for networking. Tell the world about your family and friends, your hobbies and recreation time, what makes you tick, and what keeps you up at night. Transparency cultivates trust, so let your audience know when you’re interacting simply to promote a product. And if your objective is to address concerns about your brand, respond to each issue honestly — and listen. Recently, JetBlue used Twitter to connect with its passengers on a deeper level. Through personalized messages, they fielded complaints, apologized for mishaps, and answered questions, all of which led to a boost in customer appreciation and brand loyalty. It just goes to show how openness and accessibility can increase your likability and build a credible, no-nonsense relationship with your customers.

Here at Tocquigny, we have experts who are ready to take your company’s social media presence to the next level. 

A personalized Tocquigny business consultation can be obtained by contacting Tom Fornoff.