Photo: Marcin Wichary via Flickr
The more pandemic social media becomes the harder it is to take it seriously. The popularity of Facebook, Instagram, and Twitter ensures its bounty of drawbacks remain painfully visible. They enable our narcism, validate our delusion and, if we’re not careful, they can be absolute productivity cancers.
But, the mishmash of smoke and mirrors that is the internet can concurrently work in our favor. There is no marketing tool more powerful than an illusion. Social media empowers us to cultivate a brand, built on digital charm and mythology.
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Digital marketing tools
I used to write for a publication that had difficulty with visibility. They were backed by a reputable sister-company, staffed with young-talented writers, and they had a pretty good track record with leads- yet the readership was precarious. Every once in a while a story would manage some notable traction, but even the big hits were graded on a curve.
We were pretty active on Twitter and Facebook, but Instagram (at the time not quite as popular as the other two platforms) had gone overlooked. After months of steadily decreasing traffic, all variables but that one had been addressed.
So they gave it a whirl. A social media expert was hired and tasked with consistently posting images to accompany relevant stories. The difference was irrefutable. Visual posts account for a 650% increase in engagement over non-visual posts. Apply that percentage to the 700 million people across the world that use Instagram a month and you have a prescription for steady traffic.
Consistency plays a huge role. It’s not enough to be active, you have to establish a presence. Our social media expert wouldn’t just upload any image of Einstein to correspond with a story about relatively. She made sure to find a vaguely cheeky one, accompanied by a caption in kind. Humor might not be your thing. It doesn’t have to be. But make sure consumers have something more than just your content to glean from your posts-something to remember you by after they’ve left your page. Cognitive engagement is imperative.
Creating a verified business page on Facebook is a perfect way to interact with potential consumers. Nick Marshall, of Ammex, recently detailed all the ways the platform enhances brand awareness. “For businesses prepared to meet their customers where they’re already spending a significant proportion of their day with content that is relevant, the rewards are significant. It’s hard, after all, to ignore the statistic that 93% of buying decisions are based on social media.”
Facebook also enables you to make use of ad campings to stabilize revenue. You can promote special offers, generate catalog sales – all the while promoting your brand through the platform’s newsfeed.
Facebook is a great way to target audiences because of the analytics at your disposal. You can track demographics and interest groups and interact with consumers and gather research to better suit their needs simultaneously.
Building a personal brand
Recently CEO of Greenhouse, Daniel Chait sat down with Business Insider to discuss the instrumental part social media plays in building personal brands that will stand out to both consumers and employers. Chait laments how little effort young professionals put into demarcating themselves in a sea of hungry competitors: “They submit their resume through a website and hope for the best.”
He continues, “You don’t have to be a Pulitzer Prize-winning author or have two million followers on Twitter to really stand out … you just have to do something that’s somewhat noteworthy and different and represents you.”
Social media helps us stay active in our respective communities and keep track of events in the industries were interested in being a part of.
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