3 Tips for Your Company's Persona and Its Social Media Presence
April 27, 2020
As the adage goes "Know Thy Self".
The utility of social media as a marketing tool has changed dramatically since the social media boom of the past decade. Virtually every business has a social media presence, but the relevant platforms, mission of the engagement, and voice used by each company can be incredibly varied. With the erupting popularity of the crass Twitter presence that challenges virtually every traditional marketing strategy, it’s easy to have trouble finding the right persona for your business: Classic or clapback? Approachable or obtuse? How do you know what persona best represents your business on social media?
- Understand your face-to-face persona. Not every business seeks to be best friends with their customers - and that’s okay! Every piece of commerce comes with a certain expectation on the consumer’s side, and it’s important to reflect your business’s ability to meet and exceed those expectations via its persona on social media. If your typical customer interaction is casual, it’s okay to be casual with media-based interactions as well. If your general interactions are largely professional or expertise-based, make sure to reflect that when engaging online. Despite the moderate veil of anonymity provided by many social media platforms, your online interactions should stay true to the personality that your customers expect when reaching out in person.
- Know your audience . While knowing your audience can feel like a rudimentary marketing consideration, it remains vital to social media planning. Each social media platform comes with a different populace and desire to engage in certain ways. While Facebook remains the most widely used platform worldwide, its popularity with younger audiences is waning. Twitter and Instagram remain popular platforms for younger consumers, but the ability to provide insightful content on the duo of platforms can be a challenge, leading many companies to rely on “clapback”-style social media marketing. LinkedIn remains a strong resource for companies looking to share expert opinions and inter-industry connections, but lacks on the side of providing personalized interactions with customers. Knowing which customers are most important to your growth strategy will help establish your business’s persona on the appropriate platforms.
- Be adaptable. Just like most every other facet of your business - there probably isn’t just one blanket solution to accomplish your goals. New situations are sure to arise as you learn to utilize social media with a concise voice for your business. People like to share funny stories about their experiences and no matter how professional your persona may be, those stories deserve to be acknowledged and treated fondly. Similarly for more casual personas, sometimes your business is going to need to respond to situations that call for nothing short of professionalism. It will be on your social media management to be prepared for those situations - make sure to develop a dynamic person or team in order to be best prepared for these exceptional situations.
Persona development seems equally challenging as it is important for businesses in today’s market environment. With big businesses investing millions into fueling successful social media campaigns, the brand clutter can be daunting. Staying genuine is the best strategy, no matter what your business is in - find your voice and use it!
If you have any questions about what platforms and strategies may be most useful for you and your business, contact us. We love to help you succeed!
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