Developing a consistent and relatable brand personality on your social media accounts has many benefits for your business. You can raise your brand awareness, drive more traffic to your site, and resolve customer issues with more ease. Here are our top five ways to show brand personality on your social media channels.
1. Be honest
A recent study by Sprout Social (Q2 2017) has shown honesty tops the list as the most important trait to have on social media. Avoid political or negative comments, and you are more likely to relate to your audience.
For example, in 2013 a small bike tour business, called Bike Sherpa, was about to launch a huge Facebook campaign when flooding halted business and blocked off many of their major bike routes. As a result, after consulting with social media consultant Shane Johnston, owner Robert Riemann decided to be upfront with customers. Their honesty and willingness to be personal paid off with their social media audience, receiving a largely positive response.
“I think that the honesty part is really important,” Reimann said. “I wanted to make clear that there is a flood going on here, and we are in a special situation. You’re building trust by being honest.”
2. Try humour
In 1923 advertising pioneer Claude C. Hopkins famously said, “People don’t buy from clowns.” He couldn’t have been more wrong.
Today’s big brands are using humour to sell their products online. Moreover, humour is a great way to bypass people’s natural defences. As comedian and writer, Chris Bliss illustrates in his 2012 TED Talk, “communication is inherently challenging, [but] comedy opens paths to new perspectives”.
Obviously, it’s not as easy as waving a magic wand over your content and watching the laughter emoticons roll in. Humour can often backfire; sometimes disastrously. There are some fairly innocuous ways to inject humour into your posts, however. Therefore, we recommend knowing your audience, keeping up with the news, and not being afraid to be vulnerable.
3. Make Interactions Personal
As we learned from the earlier Bike Sherpa example, making interactions personal can pay off. It’s easy for businesses to come off as impersonal, so making an extra effort to interact with people in a personal manner is a great way to connect with them. Don’t let your interactions with users online sound too scripted or generic
4. Be Transparent and Accept Responsibility
Mistakes happen, whether it is a product recall, incorrect pricing or something more serious. Therefore, when bumps in the road happen, don’t ignore them or attack customers looking for answers. Listen, learn and work with users to address the issue.
Fontaine Santé Foods Inc. is a Montreal-based North American food company whose hallmark is quality ingredients and preservative-free, ready-to-eat produce. However, when a strain of Listeria monocytogenes was detected in their pre-packaged salad range, the company responded timely and effectively through traditional and digital channels. Their response meant they largely avoided, not only a social media crisis but even a potential lawsuit.
In public relations crises, social media can be a prompt and powerful tool to reach stakeholders.
5. Focus On Your Brand, Not Your Products
Your Brand is a reflection of your business’s values. Your values, passion and vision are what makes your brand unique and will help your content shine over others. Don’t fall into the trap of just sharing products or services. Talk about what is driving your business, what new and exciting things are on the horizon.
Hopefully, some of these tips will help you connect better with your online audiences and build a positive rapport with stakeholders. How do you like to show brand personality on social media? Let us know in the comments below