Why Consistency Matters for Brands on Social — and What You Can Do
Most brands are active on at least two, if not more, social platforms. This is where the tricky part comes in for some brands: making sure each social media platform is consistent with the next.
5 Keys to Cross-Channel Social Analysis
Whether you’re a restaurant, retail brand, non-profit organization, or bank, your brand needs the proper exposure, which starts with a well-rounded idea of your brand’s message. Social media is how you disseminate that message to your desired audience.
If you’re willing to put a little extra time and energy into how you present your brand on your social media platforms, you will end up with a clear, focused, and consistent brand message that doesn’t change from platform to platform and gives people a solid idea of who you are and what you do.
Here are the primary areas for you to focus on when ensuring consistency across all your social platforms.
The Display Name
Have a consistent display name and image portfolio on all your social media platforms. If you’re listed as “Carol’s Cookies” on Facebook, it is likely that your followers on Facebook will try to find you on Instagram or Twitter by searching “Carol’s Cookies,” as well. Having a different name on your active social channels will make followers question your brand’s official name, and make it hard for followers to find your other social media accounts.
This might sound like a small business problem, but you’d be surprised how many large, international companies suffer from this type of branding confusion. You’re working so hard on making your social media accounts the best — don’t obscure them with different names in different places.
Your Brand vs. Your Competitors
By staying true to your brand’s message, you’re also separating your brand from your competitors. I am going to stick with the example of Carol’s Cookies. There are plenty of cookie businesses out there, so Carol’s Cookies will need to market itself differently from the rest. You can view your top ten SEO competitors by using Ahrefs SEO Tools, and your top ten social competitors by using Simply Measured’s suite of social analytics.
Does Carol’s Cookies have a funny tone? Is Carol’s Cookies known for posting infographics about cookies and baking? Does Carol’s Cookies consistently post pictures of new cookie creations? Does Carol’s Cookies have a story to share about a different cookie every week? These are all strategies that Carol’s Cookies can use consistently over time to generate a unique brand voice that differentiates itself from competitors.
24 Ways to Test Your Instagram, Twitter, & Facebook Content
Make sure you are getting regular feedback on your social strategies and how they’re contributing to your unique voice from your audience by conducting social content analysis across all your active channels.
Avoid Conflicting Viewpoints
If you say one thing on one social media account and a completely different thing on another, you’re damaging your brand’s credibility. Posting about viewpoints and opinions can make for great engagement, but if you’re going to do so, make sure every platform matches up.
Let’s say Carol’s Cookies believes in using reduced sugar for healthier cookie options and expresses that on Instagram and Twitter. This means that Carol’s Cookies on Facebook shouldn’t feature a recipe loaded with sugar. This goes against Carol’s Cookies’ beliefs, dents brand integrity, and dilutes the brand message. If your brand contains a differential advantage, it’s crucial to communicate it to the audience on all platforms.
Getting people to know your brand and what it stands for takes repetition. Have you ever noticed that many advertisements and social posts use repetition? The repeat is usually done using different words, but the message is the same.
Is your brand top-of-mind for anything specific with your target audience? If not, that’s where repetition comes in. Whether it’s repeating your brand’s views in different ways on each social platform or repeating the brand’s short bio on each platform, it’s important to use repetition so that your brand is recognized for that message.
Don’t miss out on the opportunities social media has to offer for your brand. Get started on consistently building and maintaining your brand’s message and personality — and always measure your results.