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When you think about using social media to build your brand, you need to step back and think about your company's overarching branding strategy. Here are some items that you need to consider:

  • Target Audience: Who is your ideal customer? Is your company more focused on reaching consumers (B2C) or businesses (B2B)?
  • Messaging: What is the voice of your brand? Is it fun or serious? Some organizations use social media to bring out their playful side while others use it to establish themselves as a go-to resource within their industry.
  • Interaction: How much do you want to interact directly with customers using social media? You can use social media purely to broadcast information to your customers or you can allow or even encourage your customers to actively participate. You should decide this early on as it will affect how you shape your social media plan.

After discussing and answering these questions, you can begin to work on your social media plan.

Let's share two branding examples shown in the screenshots below.:

  1. A serious example from Photoshop's Facebook page:
  2. A fun branding example from Kit Kat's Facebook page:

Manager Tip: Make sure your team is on the same page when deciding on a branding strategy. A cohesive campaign is very important to social media success. We'll discuss more in the upcoming lessons.