While there may be a bit of science to it, creating a digital brand is more like an art form, and as with all forms of art, there’s no one right way to do it, but there are many wrong ways.
Companies looking to build out their brand on social media typically do it by sharing curated content and by sharing content they have produced. These activities can seem like no-brainers, but companies often have underwhelming results because of the same traps.
Below is a shortlist of common mistakes your business should avoid when building out its digital brand.
Having a Poorly Defined Brand
Knowing who your audience is, what they like, and who you are as a brand is essential to branding success. Whenever you’re assessing a story to share or in-house content to produce, you should be able to ask yourself:
Will our followers feel smarter after seeing this?
Is it something they’ll want to share?
Is it a little quirky and positive?
Not every bit of content must tick all these boxes, but it should check at least two.
It’s also okay to not share stories that don’t feel they fit your company brand, even though they might get clicks because reinforcing who you are is the most important thing.
Not Balancing Quality with Quantity
The number of stories posted each day is critical for attracting traffic, but so too is having adequate quality control. You should not take a spray-and-pray approach or, conversely, share only content of the highest quality.
Finding a balance is important to keep people engaged while making sure you’re in front of their eyes regularly. Tracking your traffic data and other metrics is key to getting this balance correct.
Not Properly Paying Content Producers
Content producers put in work, and ought to be fairly paid. It’s as simple as that.
Furthermore, you will get higher quality if you’re willing to pay. While the economics may make it hard to pay premium rates, paying what you can is better than paying nothing.
Typos, grammatical errors, and other “dumb mistakes” can immediately undercut a story’s credibility. The most brilliant point or insightful nugget on information can be quickly cheapened by a misplaced apostrophe.
Make sure at least two pairs of eyes carefully review each bit of in-house content before it goes up. Also, ensure that your facts are correct, including proper names.
Using Photos (and Other Content) without Permission
If you use a photo or reprint an article as your own without permission, you don’t have to worry about the person who made it. Most people are savvy enough to know that stealing content without permission is bad and will quickly call you out over social media.
Avoid this modern-day pitchfork justice by always getting permission for content you post as your own.
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One of the main objectives of building a brand is attracting top talent, and Thompson Technologies can help you achieve that objective. Please contact us today to find out how we help your company achieve that goal.