Dec 22 2017

The Balancing Act of Social Media Marketing

Social media marketing is unlike any other type of marketing. Facebook, LinkedIn, and all the various platforms provide unique opportunities to build an audience organically, made up of people that are just as psyched about your product/brand/business as you are. These platforms are highly personal. It’s prudent to keep in mind that your posts will be appearing alongside baby pictures, personal anecdotes, and selfies. Finding a tone that fits both your brand message and that context is what good social media marketing is all about.

IDENTIFYING YOUR BRAND MESSAGE

At Upswept Creative, we call this “Finding Your Brand Center.” It is the core aspects of your brand that will help an audience quickly determine what your business is all about. Sarah actually wrote a short workbook that guides you through finding your brand center, which you can download for free.

A core philosophy behind “Finding Your Brand Center” is to imagine your ideal customer or client. Put yourself in their shoes. Which aspects of your business to you need to highlight in order to get noticed?

VARIETY IS THE (SOCIAL) SPICE OF LIFE

Facebook heavily controls how a page’s posts appear in the feeds of its followers. The link you include, the actual text content, the image – literally everything has an affect. Engagement has a huge positive affect. Generally, the more engagement a post generates, the further its reach. Engagement bait, however, is monitored and punished.

Finding a balance between experimenting with tone, and maintaining strong messaging, is tough but can look stunning in the end. Photo by Martin Sanchez on Unsplash

Having variety in the tone and content of your posts is a huge help in finding success. Not only do you get to experiment often, and find what works, but you avoid falling into the pitfall of sameness that plagues a lot of Facebook business pages. Providing a variety of content is more interesting to look at and stay engaged with. The challenge is to experiment with different types of posts while maintaining a consistent brand message.

BE POSITIVE

The world is pretty grim. Social media feeds can often be a minefield of bad news, outrage, and aimless political arguments. Your business presence has an opportunity to cut through the darkness, and all it takes is some positivity. Don’t be afraid of getting a little silly with your posts. This is the internet after all, have fun with it!

Pictures of cute animals, using a popular meme format, or simply a “day-in-the-life” style post of your work day are all good options. Be creative!

FIND THE CENTER

I often think of social media marketing as a balancing act. Striking a tone that is both personal and speaks to the core of your business, experimenting with variety while maintaining strong brand messaging, and staying positive in a sea of negativity are all part of the balancing act. Stay focused by setting goals and measuring your success. Ultimately, though, it’s a lot of work.

Upswept Creative has a resident Social Media Maven, Josselyn, who is an expert in finding the path to success in social media. She’ll create for your business a plan that meets you where you’re at – from comprehensive management, to empowering you to take the reins of your own online marketing. Reach out to us today to schedule your consultation!

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