Skip to main content

Social Media basics

Every brand aspires to be on social media but most don’t know where to start from. So let’s start with looking at some social media basics.

Why are you expected to be around?

Firstly, be sure of the reason for your existence on social media. A number of brands want to set up their presence just because everyone else is on social media platforms.
It could either be the brand custodians, bosses, peers from other teams, competing brands, etc., that can trigger the need for a brand’s existence on social media. However, Facebook pages and Twitter accounts are not ‘websites’ that ‘exist’ exist solely for your brand.

‘Humanize’ your brand

No I am not promoting the Galaxy S3 here :) , existence on social media platforms for any brand requires ‘humanizing’ the brand. The brand is going to start talking to people on these platforms, hence one needs to define the brand characteristics. How is old or young your brand gonna behave? Will it have a lighter or a heavier tone? What kind of conversations will the brand get involved in? Define the complete personality of an individual that the content writer can relate to, while writing content for the page.

Plan your approach

So setting up a Facebook page, a Twitter account or a blog is the easier part, what needs special focus is your consistent long term content strategy. If the brand has decided to venture on social media platforms, they will have to talk about something. Find the right balance between being relevant to the audience and being relevant to the brand products or services. Brands cannot be talking only about their products or services neither they should be ignoring them completely.

Choose the right platforms

It is not necessary to be present on all social media platforms. Choosing the right platforms even amongst the popular ones like Facebook, Twitter, Linkedin, etc does help. The approach could also be defined as being more aggressive on certain platforms that the other. It all depends on what your brand’s target group is. If the brand wants to focus on an evolved audience, Twitter is the place to be. Facebook definitely is where the masses are, and gives more opportunities to explore engagement opportunities via tabs, flexible media spends options, etc. Generally, most brands start with Facebook and Twitter.

Setting up a platform

A number of new platforms have come up in the last two years. Here is a list of major platforms that are currently used by brands.

Facebook – To start with, getting the creatives right is most important. Design properties of Facebook, the Cover photo (851px by 315 px), the thumbnail (160px by 160px), the app icons (111px by 75px) and tab designs, if any. Use the milestones (843px by 403px) effectively to showcase previous achievements and major events of the brand. Ideally, set up a welcome tab too if you are just starting the page.
Twitter – The Twitter background is the most prominent of the design property available. Ideal dimensions of the design should be 382px on both sides to avoid the design getting overlapped by the timeline. Set up a profile pic, ideally, the brand logo. The designs need to have a seamless look throughout all the platforms and should match the brand’s identity.
Blog setup – Blogs can be most effective form of informative communication, if they are effectively used by the brands. Blogs can be a medium of expressing things about the industry and the brand which cannot not be done on the company websites.
YouTube – YouTube is an important supplement to the brand’s Facebook page, especially if the brand has exclusive video content. TV commercials get a place to centrally reside online on the YouTube channel. Other media partnerships like program sponsorships by the brand also are good fodder for a healthy YouTube channel.

Do share your experience while starting up on social platforms, in the comments section below.

(Image courtesy)


Popular posts from this blog

An introvert's career in Marketing

I consider my self an introvert too and have spent almost 7 years in marketing now. Let me set the context first.

- I do not like talking to people over a lunch table
- I am not the one cracking jokes while spending time with friends
- I do not like small talk at all with a colleague, friend or even a family member.
- I grew up with very few friends in school and college. As expected, I am in touch with less than 5-6 people from my school/college days
- I not a fan of attending public gatherings professionally or for family occasions

Yet I am somehow worked out a way to live around this. Here are some things that I follow.

- I work harder on my projects, good work gets you respected the most. This means you will not rock from Day 1 at a new office, with a new client, or with a new boss, but eventually you work will talk for you
- Good work leaves a better lasting impression than good talks
- I ensure I do not have my best friendships at work. I try to keep my best friendships outside work. Fri…

Best way to market/advertise products/services to shopkeepers in a specific locality

My father has been a wholesale distributor managing 400+ shops in Mumbai for the last 30 odd years. I have traveled with him too at time for his visits. 

The most critical thing that I have noticed that helps you to reach out to shopkeepers in the distributor network. Their relationships with them are the strongest in the supply chain and they consider their distributor as their eyes and ears to what is abuzz and trending in a particular  category/about a particular product. 

Although loyalty programs and incentive schemes work in certain categories. Most shopkeepers are looking for a good quality product that will get picked off the shelf as soon as possible.