In the digital age, your social persona and online brand reputation is very important. Contrary to what you might think, it’s not only about how other people are talking about you, it’s about your own interactions and consistency.
Although authenticity is one of the most important rules of social, it is still important to create some rules around your social persona.
No matter what your brand, purpose, products or services are, keep the following in mind when defining your social ID:
Responsiveness
The responsiveness of your social communications, tells your customers a lot about your business. Your customers are watching to see how you react to suggestions, questions, complaints and kudos from other people. They are looking for a quick response and a personal touch. Stagnant feeds and unreliable postings can have a negative impact on your social reputation.
Tip – Just like your email, define a time period in which social comments must be responded to.
Originality
Is the content you’re creating original and thought-provoking, or are you reiterating information that is already available?
Your audience isn’t looking for carbon-copy news, they are looking for authenticity, your own thoughts and insights. They will then use this to compare you to your competitors and see what they agree with.
Use mentions of your business or industry to share on your feed. It is your way of proving that you’re in the know. Also, if it is in your field of expertise, don’t be afraid to question, argue against, support or advocate for the topic.
Relevance
Do you know your audience? Do you know what is affecting them right now, this very minute? If the answer is no, then it’s time to listen. Visit your followers and view your customer profiles. See what they’re talking about. If you’re not listening and asking the right questions, you may as well not be talking at all.
Spend a day looking into your social audience and make a profile or three to focus on. Then go back regularly to make sure your information is up to date and if there have been any changes.
Character
What do you want your brand personality to be? Your online character must reflect your brand personality. If you are super bubbly and friendly person, then let that translate to your social channels. If you are someone who likes to be supported by facts and present in a structured format, then let your online character become that. It may not be appealing to everyone but it is authentic, and will help you communicate with the types of customers you want to work with.
Consistency is Key
How you act, share and respond to your customers on social is the key to creating your social ID. Providing consistent and great customer service will turn your followers into advocates for your brand, who tell all they know about your business. A brand is what a business does. A reputation is what people remember and share. So, deliver a friendly, positive customer experience and you can’t go wrong.
