Do social companies = smart companies?

Facebook, Twitter, LinkedIn, Google+, Tumblr, Instagram.  A little over 10 years ago these names were unheard of. Social meant something entirely different and for brands the term engagement meant having a website inquiry button. With communications well entrenched in a digital realm, smart companies know that embracing social media is more than just having an online presence or a Facebook page. There are literally hundreds of thousands of social network systems (SNS) out there and more are launched every day. Knowing which media to use as a conduit to converse with customers can seem daunting. However, choosing the right platform starts with knowing your brand’s personality and having a consistent voice that has already been embraced by your customers offline.

Extending into social media isn’t about just being part of the ‘in’ thing to do. It’s not a contact format or a chat room. It’s about understanding how it allows your brand to connect with your customers and how they want to find out about you, your products or services.

Making social work begins with choosing the right tools for your brand and integrating them into a wider communications program. It’s a program that relies on strategic planning and is based around your target audience and importantly adhering to your corporate messages and ‘personality’. From a 140-character tweet to a 400-word blog post, your online content should be uniquely, identifiably, yours.

Using a consistent voice and developing a unique brand personality, social media gives companies access to enormous potential new ‘like-minded’ audiences as well as platforms to attract attention and engage on a personal level like never before, returning real results.

Companies thriving on social media are those giving a sense of the company’s ‘personality’ through their content. It could be through the use of a list of key terms and phrases representing your brand and style of communication. It may also be reflected in the online networks and communities you are a part of or you contribute to – such as who you follow on Twitter or whose blog you have commented on or contributed to. Factors such as language and phraseology, key messages, communication style and visual identity (such as logos, profile pictures and colour schemes) help to create a unique ‘voice’ for your brand.

When these aspects are delivered consistently throughout all digital media channels, a company can take ownership of their online content and become recognisable and unique in the crowded social media landscape – converting online engagement into positive consumer sentiment and sentiment into action, delivering bottom-line results.

But do social companies equal smart companies? Do all smart companies use social media?

Pesel & Carr is an independent full-service public relations and marketing communications firm delivering strategic, memorable campaigns across a range of industries since 1997. Our digital division offers a broad range of services ranging from identifying your personality, developing and implementing social media strategies and day-to-day management of online networks.


Appears in the July 2013 issue of the PRIA E-Zine