Building a Strong Brand on Social Media: It's More Than Just Sales Pitches

By: Jonathan Soleymani

In today's digital age, social media has become an indispensable tool for brands. What started as channels for people to communicate with each other has morphed into a place where people refer to their top brands as “friends.” So much so that 90% of social media users follow at least one brand.?

Yet, despite these big opportunities to market to and resonate with consumers, many businesses fall into the trap of using these platforms solely as a means to push their products or services (i.e., the dreaded “salesy” approach). To truly connect with your audience and stand out in a crowded marketplace, you need to offer more than just a constant sales pitch.?

Social media is about: community building, reputation management, and delivering a balanced mix of entertainment, inspiration, and education. If you don't execute it well, your competition likely does, and they are already reaping the benefits.

The Importance of Community Building

At its core, social media is about building loyal communities. It's a space where people come to interact, share, and engage with content that resonates with them. For brands, this means creating a community where your audience feels valued and heard.?

Before you can increase numbers, you need to foster better relationships through thoughtful engagement. When people feel a sense of belonging, they are more likely to become loyal advocates to your brand. (Not in a creepy dystopian sense, but more cheery and satisfactory.)?

Managing Your Brands Reputation

Your brand’s reputation is one of its most valuable assets, and social media plays a crucial role in shaping it. Every post, comment, message, or other interaction is a reflection of your brand's values and understanding of your audience.?

Having a good reputation involves actively listening to your audience, addressing their concerns, and engaging in meaningful conversations. Transparency and authenticity are key; but make sure to “keep it human” in the comments — nobody likes robotic, cookie-cutter responses. By being proactive, responsive, and personable, you can build a positive reputation that sets you apart from the competition.

The EIE Framework: Entertainment, Inspiration, and Education

To keep your audience engaged, your content strategy should be diverse and multifaceted. A successful brand social media presence often follows the EIE framework: Entertainment, Inspiration, and Education.

• Entertainment: People turn to social media for those sweet, sweet dopamines. We’ve known this for a while now, what’s changed is the ever-evolving forms of content: from blogs, to video, to memes and gifs, to streaming, and every medium in between. No matter the vessel, the goal is to create content that captures attention and encourages sharing. By entertaining your audience, you can build an immediate positive association with your brand.
• Inspiration: Inspirational content resonates deeply with a lot of people. It can be testimonial/motivational quotes, success stories, or content that highlights your brand's mission and values. Inspirational posts can evoke emotions of empathy and create a strong connection with your audience, encouraging them to take positive actions and engage more deeply with your brand.
• Education: Providing educational content on your industry, product, or field of expertise positions your brand as a knowledgeable and trustworthy resource. Similar to entertainment, educational content has also evolved to take on many new forms, from instructional videos (the quicker the better) to webinars (ok, just not too long). There is also a plethora of low-hanging fruit in the form of written content, from how-to guides, to informative blogs, to industry insights & data.?

Important to note: It’s not required for every brand to lean in heavy to all three. What’s crucial is that you decide what makes sense for your brand, your audience, and your goals. Maybe you’re going to focus on entertaining content for TikTok, but more educational posts on LinkedIn. That makes a lot of sense. But, you also need to hone in on your strengths and find your audience where they are looking for you.

Outperforming the Competition

Understanding and implementing a comprehensive social media strategy is not just about keeping up with the competition — it’s about surpassing them. If you focus solely on “salesy” content just because you have your customer’s attention, you risk alienating them and missing out on the broader opportunities social media offers.?

Brands that excel on social media understand the importance of building a community, managing their reputation, and delivering a balanced mix of entertainment, inspiration, and education. These brands are not just selling products — they are creating unforgettable experiences and forming lasting connections.

The landscape of social media is ever-evolving, and brands must adapt on the fly to thrive. Moving beyond inundated sales pitches to a diverse, engagement-driven strategy is essential. Embrace the full potential of social media, and watch your brand flourish.