Using your personal social media
to support your brand

We all know that social media plays a huge part in brand awareness these days. If you have a brand, you’re probably on social.

But what we often forget is that social media is really all about people.

Think about it… almost every single person has a social media profile, and many of us more than just one or two.

Most people are on a mix of Facebook, LinkedIn, Instagram and Twitter. Some of us also use Google+, Youtube, Pinterest, Tumblr and more.

So why are we not using all the personal profiles across these channels to build and strengthen our company’s brand?

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What does this look like?

From our own clients, one of the best examples we’ve seen of the founders promoting their company brand via their own personal channels is The Good Registry.

Co-Founder and Chief of Good Christine Langdon has been using her LinkedIn profile to share The Good Registry news and updates during the company’s launch phase.

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Christine also uses LinkedIn to partake in the greater conversation around sustainable giving and charity.

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Telling a personal story is so much more powerful than telling a brand’s story. Especially when it comes to social media, your followers care so much more about the human element. After all, it’s you they’re following!

It’s not surprising that Christine’s personal post about the website going live (below) gained the most engagement out of all her posts.

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We also love how Chief Executive Louise Aitken uses her personal Twitter profile to share her stories about Ākina Foundation and engage with the social enterprise sector.

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By sharing things like her recent podcast features or news items, Lou is both building her own professional profile and creating awareness around the great work Ākina Foundation is doing.

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Get the idea? Great! Now you can jump into social and start sharing your stories to promote your brand too!

Quick tip: Find influencers from organisations you love, follow them on social, and see how they’re doing it.

Social Channels: The Top 4

Still not sure which channels to use? Here’s a rundown of the four most commonly used social media channels.

Twitter

Things to know...

  • Tweets are limited to 280 characters
  • Twitter is live – “It’s what’s happening”
  • The average lifespan of a tweet is 18 minutes – that means you’ll get the most impressions (eyeballs on your tweet) and engagement within that time
  • Most users tweet multiple times a day
  • Hashtags are important in the Twittersphere
  • Posts with media usually perform better

Tone

The tone of Twitter feels very “live”. Tweets are usually made on the fly, as things are happening. This makes it quite informal – for example it’s acceptable for even ‘serious’ businesses to use shortened or ‘text’ speak to fit into the character limit.

Getting your tweet seen

When using Twitter, hashtags and tagging people (‘mentions’) are both really important. If you’re posting about a topic, see if you can jump onto a trending hashtag to expand your potential reach.

Facebook

Things to know...

  • Visual content on Facebook is rewarded with more impressions – video more so than photos
  • It’s more personal in feel
  • Facebook has a community focus with groups being integral to the platform
  • Around 75% of your engagement happens within the first 2 hours
  • Posts can be up to 2-3 times daily, but 3 times a week is regular enough (it’s much more acceptable to be infrequent than on Twitter)

Tone

Facebook is light, friendly and conversational. Your audience is mostly going to be friends, peers and colleagues. Think about your posts as though you’re just talking to friends or coworkers about your work and other topics of mutual interest.

Getting your Facebook post seen

Posts on Facebook will get more views if they contain videos or photos. Tag people or businesses in your post too for wider reach.

LinkedIn

Things to know...

  • Thought leadership, articles and longer form content works well
  • The most professional social media platform
  • Posts have a lifespan of 1+ days (one of the longest social content lifespans)
  • You can post a lot less regularly, 2-3 quality posts a week is enough

Tone

Posts and social activity on LinkedIn have a professional tone. You want to be viewed as a leader or influencer in your field, so use a voice that is authoritative without being too serious.

Getting your LinkedIn post seen

Having a network of connections in your field is going to help your post reach the most. If you connections like, comment on or share your post, you will reach their connections too.

Instagram

Things to know...

  • This platform has the biggest emphasis on quality of visual content. It is exclusively video and photo content.
  • Hashtags are important for reaching a wider audience and being able to be found
  • Posts have a longer lifespan than Facebook and Twitter, with most engagement happening within 1 day
  • You can post a lot less regularly, 2-3 quality posts a week is enough

Tone

The focus is on the visual content, and your followers are likely to be your friends or peers. You could use Instagram to show a more behind-the-scenes perspective, or post a photo/video that captures the essence of the day/experience.

Getting your Instagram post seen

Use hashtags and post quality content. You’ll be rewarded with more impressions if your photo or video is high definition and aesthetically pleasing.

We get really excited about social.

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Social media gives anyone the ability to broadcast content publicly. And with a huge range of platforms to choose from, with different tones and audiences, there are so. many. opportunities to reach potential customers.

If social media isn’t your natural habitat, we recommend choosing a couple of channels, following organisations and people you want to hear from, and just ‘lurking’ (i.e. going through your newsfeed every day) before you start posting. You’ll quickly get a feel for it!

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