A brand that can be trusted is priceless. Reaching this stage is not an easy task but if we draw the appropriate steps for each ladder we will be able to build a relationship model that facilitates brand recognition according to our expectations as a company.
There are no shortcuts in this purpose. We must design a good product or service, implement a great customer service and a marketing strategy that has its eyes set on the long term, never in the immediacy of results.
Each channel or social network has its attractive potentials depending on which is our target audience. Facebook, Instagram, YouTube or LinkedIn represent a unique opportunity to spread our content as a brand and will grant a greater impact only if we have chosen to choose the most appropriate channel.
Social Media also serve to identify potential customers with whom to interact to determine if our product or service really meets their expectations and also to strengthen our business relationship with them. If we manage to convince them to remain connected to our profiles in social media and networks, we will be able to open with them a fluid and fast communication able to detect new needs and maintain their level of loyalty to our brand.
What are the steps to follow to grow in Social Media?
Sometimes a strong brand, even a large catalog of products or a good customer service are not enough to win the trust of customers.
To make a deployment in Social Media that guarantees us the opening of a good channel of communication and its subsequent growth we must follow the following steps:
Design a plan
A plan that clearly reflects the objectives of our brand. That way we can better understand how to measure our progress. It seems easy but when you analyze the amount of variables that come into play when a company seriously considers its presence in Social Media becomes a really complex task if what you want is to obtain quality information and not a mere testimonial presence limited to spread content to provoke interaction. Remember that our presence should aim to establish a bridge between our brand and its customers and that is something that requires constant work, without shortcuts.
Shape the personality of your brand.
Success brands have a strong personality. A communication style that people clearly associate with our company. It is very useful to establish guidelines that show how our brand should be expressed and behaved not only in Social Media but in general to give it an unmistakable component that is not comparable to our competitors.
Choose the most appropriate Social Media Channels
Unless you have unlimited resources you must carry out a selection of the media and social networks that can best offer your brand positioning strategy. There are monitoring tools in Social Media that can help you locate where your customers are interacting and sharing information.
Make Social Media the work of someone in your organization
The absence of a person dedicated body and soul to this task is the main cause of the failure in the strategy of positioning of companies in Social Media. We have already mentioned that there are no shortcuts when deploying the contents of your brand in Social Networks and therefore we must be aware that this task requires a lot of dedication. Within each organization there must be a professional practically dedicated exclusively to interact and monitor everything related to our presence in Social Media.
Place the Customer Service in front of your profile in Social Media
Another of the most common mistakes in Social Media is to focus solely and exclusively on publishing content again and again, limiting your marketing strategy to the publication of articles and videos to wait for the desired interaction. However, the Customer Service is precisely what a company can best deploy in social media and networks because the immediacy of attention, effective conversation and rapid identification of problems are aspects that are not comparable to other elements that they make up the presence of a company in Social Media.
Prepare for a Crisis
Most companies do not have a protocol for action in case of crisis. Normally the responsibility to act falls on who manages the different accounts of the profiles in Social Media and this error causes panic to take over the organization when the brand’s detractors decide to make it known in the media and social networks. Currently, crises usually start precisely in social networks so it is necessary to know what to do to face such an adverse situation to avoid a spread that becomes really efficient in social media.