Social media isn’t a freebie that gains your organization points by simply having a presence. It should be meaningful and strategically aligned with your brand identity. 

The key to making a lasting impression is to build your online presence slowly with zero expectation of overnight success. By beginning with a thoughtful and strategic plan, your audience will slowly gain your company’s trust, and that trust will grow into a large, loyal following over time. 

Hiring the right person to coordinate a brand’s online presence is crucial. Anyone can post content, but few can craft meaningful content and use the online platforms properly and strategically. Often we see brands who are on each and every platform—Facebook, Twitter, LinkedIn, Instagram, Pinterest, YouTube, etc., but the content is distracting, inconsistent, irrelevant, and diffuses the brand’s identity.

Consider two real-life examples: Brand A is an Orthopedic center. Three posts into their Facebook page is a post titled, “Are you ready for mulch? How to choose the perfect garden materials!”  with a photo of a flowerpot. Regardless of how much interaction this particular post received (which was zero) the data is irrelevant and distracts the audience away from the brand. This may have been a great post for a local gardener, but not a large medical entity. 

Now for brand B, a cosmetic company. Something strategic and thoughtful unfolds through their Facebook posts: a tutorial for applying the perfect lipstick, a photo collage of makeup artists backstage of a runway show in London, and a video interview with the nations top make up artists and their views on proper skin care.  All of the content is different, but all related to the cosmetic brand and cosmetics industry—variety with coherence.

If you were to take every post from brand B and lay it out on a table, it would create a clear mosaic of the brand identity. Each post is a very purposeful addition to the overall picture of the brand. Brand A, however, would be a collection of scattered tiles. It would be hard to identify the overall picture due to all of the distracting images and information.

These examples are polar extremes. One is vey fragmented and the other embodies what great social engagement should be. But the reality is, brands are often more like Brand A than Brand B.