品牌即声誉:如何进行社交媒体品牌建设

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社交媒体能抽奖裂变拉新拉复购,和品牌建设的关系也十分密切。在社交媒体上做品牌,很难如同抽奖裂变那样实现几日间的粉丝暴涨,但对生意和产品的帮助却好似润物细无声。一旦你启用社媒来加强品牌,建议参考如下经验和原则运营你的社交媒体。

Jeff Bezos说:“品牌就是当你不在场时,他人对你的评价。”

为什么这句话令很多营销人产生共鸣?

——因为品牌即声誉,建立声誉需要花时间。

社交媒体是做品牌的地方。全球30亿人正在使用社交媒体,每天花135分钟在社交媒体上查收信息。毫无疑问,社交媒体为产品和受众的直接互动提供了巨大的机会。社交媒体还能够传播信息,把受众转化为付费用户。

然而,这一领域竞争激烈。在社交媒体上取得成功,需要一个非常强的品牌策略。下面这五条原则有助优化品牌和受众之间的关系,帮助产品在社交媒体的品牌建设上做得更好,使目标受众更认可品牌。

一、注意连贯性和一致性

商家都希望社交媒体成为品牌的延伸。

商家在社交媒体发内容,就是在分享其生意的一部分。商家不仅希望受众在线下场景中找到品牌的踪迹、和品牌产生关联,还希望在线上也能和受众产生类似的互动体验。这需要一些策略来保持线上线下品牌表达的连贯性和一致性,比如:

1. 创建社交媒体备忘

备忘需要明确发布社交媒体的责任人,账号发布的规则,比如:语气、语言、风格等。而这些规则要和品牌规则保持一致。

2. 创建发布日历

客户对产品或品牌存在期望,品牌方也需要对社媒发布的内容有一定的前瞻计划。

确保社媒日历有周期性的内容,发布内容具有连贯性和一致性,比如:固定每周的第几天发布,每天的某个固定时间发布。不要在粉丝的信息流上洗版,而是定期发布,让粉丝有规律地收到品牌信息。

三星的社交媒体和官网使用了相同的banner强化品牌一致性

二、活跃互动

社媒是与顾客进行个性化互动的完美渠道。商家可以从中直接了解顾客的疑虑和需求。

试一试:

周期性和顾客聊天:参与评论区的讨论,回答私信。加入行业群组:很多行业、领域在社交媒体上都有活跃、持续增长的群组。去找一找并且试着加入,或者自己建一个群组,基于你的特殊需求,聚集相应的群体。

三、分享高质内容

当粉丝到访品牌的社交媒体主页时,他能找到里面真正有用的内容吗?

品牌每一次发布内容的时候,想一想:能提供什么价值给受众?或者它有趣吗?够娱乐吗?比娱乐性更重要的是,这些内容能解决受众的问题吗?

仔细评估将要发布的内容,注意:品牌并不需要一直原创内容,也可以分享行业有价值的信息或动态。不过分享时最好能公布合适的来源,给原创者提供归因。

Quuu自己的FB页面分享优质内容,注明出处

四、讲故事

讲故事对品牌来说真的很重要,顾客感兴趣这个品牌如何描述其公司、背后的人和顾客。

使用社交媒体来分享这些故事,包括:

讲自己的故事:公司怎么起家的?品牌为什么专注在该行业?或者品牌可以讲讲和日常生意有关的故事,比如企业的关键时刻,员工经验等。讲顾客的故事:产品或业务如何帮助顾客解决困难、如何改变了顾客的生活、如何建立起品牌和顾客的联系等。讲独一无二的故事:甚至在有些行业,品牌可以创建一个虚拟的角色形象帮讲故事。顾客会在这个虚拟角色的指引下完成转化。

五、视觉化

视觉内容相比纯文字,能提供更高的价值。想象某些网站上的图片、动画或视频如何抓人眼球,社交媒体也同理。

由于算法变化,Facebook for Business 最近出现了一些调整,但视频依然是Facebook优先展示的内容;同时,品牌在Instagram发布的“故事”(短视频)经常能吸引大量关注;Youtube也在持续快速地增长。

当下你如果忽视视频内容带来的机会,势必也将错过社交媒体营销增长的机会——很简单,因为视频能在社交媒体的算法里拿到更多权重。

优化视频:比如留意视频的标题,这可能会影响到内容最终的展示结果。描述视频:其实很多人看视频的时候会切到无声模式,这时候一则好的视频描述就帮大忙了。确保视频描述清楚、准确,可以帮助你传播想要传播的内容。找准受众:如果你在社交媒体上发布广告视频,注意人群选择,提升投放效率。使用话题标签:在社交平台发布视频,请确保你使用了正确的标签(hashtags)。但一条视频里不需要添加太多标签,这样反而让受众很难发现它。找合适的内容生产者:找专业的视频制作人,好过制作运营一肩担。

结论

社交媒体上的品牌建设是一个持续的过程。从创建高质内容素材库,到保持账号活跃度、连贯性再到参与用户激励等。

运用上面的五个大原则,你会发现社交媒体上的互动提升了,而且社交媒体和品牌的关系也不会出错。


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