Constantly evolving, social media — at its core — still represents a long-term branding exercise, especially for independent professionals and small businesses.
The capacities of social media are growing, seemingly, by the week. The dominant platforms continue to evolve within their inherent infrastructures and third-party integrations are growing rapidly. With social media, one can now create (as well as “share”) content, advertise in a targeted manner, and extend the reach of online marketplaces.
However, social media — at its core — still represents a long-term branding exercise, especially for independent professionals and small businesses. The emphasis that Tastebuds places on getting to know its clients, combined with the attention to design and content, lay the groundwork for much of what we do in social media on behalf of our clients.
The infrastructure of social media profiles should mesh visually with an established identity system and the tone/voice should communicate in a way that is consistent with your overall mission to reinforce your brand. Much of what is posted should reflect and link to your website — yes — but, not always. By relegating your social media communication to exclusively, blatantly promoting your product or service, you risk losing the attention of your followers while losing an opportunity to offer anything interesting or useful to potential new followers.
To achieve an active role in social — and leverage it’s benefits — you need to come up with something to share on a regular basis. Tastebuds carefully examines the nature of an existing fan base and considers who would be ideal candidates to fold into the mix. Identifying the competition, a client’s peers, and the key players in related businesses are all part of this process. Beyond self promotion, social media presents an opportunity share relevant industry-specific content and a means for bridge building with non-competing colleagues by calling attention to their accomplishments — finding allies in the the social media space is key.
Tastebuds understands it presents a challenge for many of our clients/collaborators and it’s where we can be effective. We understand that implementing a social media strategy plays out differently from client to client, but most use it to grow their business or gain a new audience. To that end, you should know that your “fans,” “friends,” or “followers” — or however they are identified from platform to platform — are easy to find in the social media space with a commitment of time. Tastebuds applies a measured scrutiny to proactively recruit a qualified fan base and a framework to communicate with them for our clients.
In addition to social media, you should consider the following to build a solid online presence: