Image credit: Inthenet Marketing

In the last post, Social Media and Your Brand Image, we discussed the significance of creating a cohesive message across all of your social media channels. It isn’t just enough to create your profiles; you must ensure they all clearly communicate your brand image, mission and values without any errors, broken links or poor content.

Your social media marketing efforts are the architectural structure, the blueprint toward creating communities, a positive customer experience, brand image, a following, online reputation and a strong digital footprint for a return on investment. It goes far beyond simply a few posts on various channels; it is a two-way conversation. Interaction. Collaboration. Education. Communication. Community.

“Social Media only serves to amplify the consumer experience.” Jeffrey Summers

Some clients have inquired about different bits and pieces of marketing components without taking into consideration their current online presence or lack thereof. Whether it is an email campaign, YouTube videos, e-books or teleseminars, without an audience, it won’t matter how much time and energy we invest to create these programs, because no one will be listening.

Without the proper foundation and building blocks, other marketing efforts are not nearly as successful because there may not be an audience, credibility, interest or social proof. This is the premise for building your network, being consistent, posting and most importantly, engaging. The engagement and building relationships is what will establish a following and authority.

In the compelling article by Fast Company, 10 Surprising Social Media Statistics That Will Make You Rethink Your Social Strategy they list some valuable stats that should help you to understand why you should plan before you simply “throw stuff” at the wall and expect it to stick. The numbers paint a picture! The data is intriguing but just because you have a widget to sell and some passion to back it up, it doesn’t translate to the digital world jumping on your bandwagon IF they don’t know you’re alive.  Consider how many people are online, searching for products and services every single day. You need to think about how YOU will be found amongst the sea of herrings.

• Social media has taken over porn as the No. 1 activity on the web
• The fastest growing demographic on Twitter is the 55–64 year age bracket
• 93% of marketers use social media for business
• 189 million of Facebook’s users are “mobile only

Building and maintaining your online relationships will eventually turn into revenue, but it does take time and effort.

You are able to develop not only your brand image and following but also a level of trust and loyalty. People buy from people and when they can see and follow you online, the relationship building begins and eventually converts to business.

It is paramount that your digital footprint, in each platform remain consistent and representative of your goals and mission. Even your content must clearly define and support your company and brand. Everything in life has plan, an outline with action steps.

1. Choose your social channel (s) and have a solid strategy, a blueprint of your goals and desired outcomes.
2. Participate on a regular basis. Frequency is key
3. Maintain a positive image
4. Ensure that your platforms are up to date and mirror your bios
5. Nurture your relationships
6. Organically grow your audience
7. Create supporting content
8. Share content of others
9. Limit self-promotional posts
10. Understand that your efforts are an INVESTMENT
11. Build synergistically from the ground up

You can’t expect to construct a fortress by tossing a girders on the ground. Build your foundation first.