Writing by Nick Stamoulis in Social Media
If you take online marketing seriously, you understand the importance of social media. Millions of people log in to social accounts on a daily basis to connect with friends and family and to find information. While the majority of businesses have taken note and gotten involved, many still aren’t quite getting it right and aren’t taking advantage of all of the opportunities that social media involvement provides. One common mistake that businesses make is not taking the time or putting in the effort to properly brand each social media channel.
Think about your business website for a minute. Hopefully it’s something that you are proud of. If it’s not, that’s a completely separate issue and it’s something that should be taken care of immediately! But for now, let’s assume that you have a good business website. The design and layout is pleasing and it’s easy to navigate. Imagery and color schemes convey the brand and it’s consistent throughout the whole site. If the company logo uses green, the site incorporates green where it can. It doesn’t make sense to have a green themed logo and a website that is purple does it? The same concept holds true for social media properties.
Social networks and social media brand pages continue to evolve and provide users and businesses with more options to customize their pages. It’s important to take advantage of all that each social site has to offer in regards to the look and feel of the page and the content that can be included. All of the major social networks (Facebook, Twitter, Google+) have made changes within the past year that put more emphasis on the visual elements of a brand page. Businesses should carefully consider the images that they choose to use. Ideally, these images will be similar to the images that are used on the company website. While it’s not necessary to use the same cover photo for all three networks, the photo should be similar in the sense that it conveys the brand and uses similar colors. If your Twitter background is yellow, your Google+ image is a brown logo, and the primary color in your Facebook cover photo is red that can cause some brand confusion.
A business website should be the hub of all online marketing, but you never know where a potential client or customer may land first. When conducting a branded search, social profiles appear prominently along with the business website. Someone may check out a Facebook page before they check out the business website. Just like you’d want them to have a good experience on your website, you also want them to have a good experience on your social page. In addition to making it look good with brand focused images, it should also be active. A social media page that hasn’t been updated in weeks or months could be a big turn off to visitors.
The bottom line is that it’s important to convey a similar brand experience across all web pages associated with your business. You never know what that first touch point could be.