You want to build your brand using social media. What's the best way to get started?

The goal should be building your brand, not just your social media presence. Take a longer term approach to your professional brand strategy, before you embark on social media activation.

Before hitting social media hard, you've got to know what you're after. Want more eyes on your brand, more leads, deeper trust, or direct sales? Setting clear, SMART goals (Specific, Measurable, Achievable, Relevant, Time-bound) is crucial. It's not just about posting and hoping; it's about having a strategy that matches what you're really trying to achieve with your brand. Make sure these goals are in line with what your brand stands for. This way, every move you make on social media actually counts towards something bigger.

Diving into social media is like entering a bustling marketplace where your brand needs to stand out. Start by identifying which platforms your target audience frequents most and begin there. Create a content calendar that reflects your brand's voice and values, offering a mix of informative, engaging, and entertaining content. Engagement is key—interact with your audience through comments, messages, and live sessions. Use analytics to track what works and pivot as necessary. Remember, consistency is your best friend on social media; it builds trust and keeps your audience coming back for more.

Before anything else, figure out who you're trying to reach on social media. Who's going to resonate with your brand? Understanding your audience's challenges, needs, and what they're into is key. And it's not just about guessing; use surveys, dive into analytics, and listen to what's being said online to get real insights. From there, you can build buyer personas—these are basically detailed sketches of your dream customers. They help you get into their heads, so you can adjust your content and how you talk to match exactly what they're looking for and expect from a brand like yours.

To make your brand pop on social media, first pinpoint who you're talking to. Dive into your audience's world—understand their challenges, desires, and digital hangouts.

Selecting the right social media platforms is crucial: Match Audience with Platform: Where does your target audience hang out? Focus there. Align with Your Brand: Choose platforms that fit your brand's personality and voice. Quality over Quantity: It's better to excel on a few platforms than to spread too thin across many. Examples: Visual Brand: Instagram or Pinterest could be your best bet. Professional Services: Lean towards LinkedIn or Twitter. Do your homework on each platform's demographics and features to ensure your efforts resonate well and drive meaningful engagement.

Stay True to Your Brand: Every piece of content should scream "you" – from the visuals to the voice, maintain consistency. Spark Engagement: Aim to get people talking, feeling, and acting. Your content should be more than just scrollable; it should be memorable. Deliver Value: Whether it's solving a problem, sharing knowledge, or just giving them a good laugh, make sure your audience walks away with something. Leverage a content calendar to keep things organized and ensure you're hitting all the right notes at the right times. Mix it up with educational posts, behind-the-scenes looks, user-generated content, and the occasional promo to keep your feed fresh and engaging.

You don’t need me to remind you that social media has changed since its early days. It has become more dense, abstract, and convoluted, particularly with the advent of AI technologies. For many, developing a sticky brand, i.e., one that stands out, is steeped in conceptual vagueness. Brands do not generate spontaneously. Becoming recognizable on any platform means cultivating a presence, focusing on community, and being accountable in all interactions. Still, many variables enter the brand development conversation. For those cultivating a brand identity across multiple channels, the process begins by identifying your core values and crystallizing a self-vision. In the words of my pal, William Shakespeare, “To thine own self be true.”