Social media platforms are supposed to be social, so when it comes to perfecting your branded social media style, the best approach is to be authentic and develop a social connection.
Traditional advertising techniques would have you brandishing your products or services (along with all the gory details) in the hopes of making a conversion, but that’s not what this medium is for.
Initiating an effective social media strategy should entail thinking about your brands mission statement, themes and voice to really hone the style that appeals to your audience.
Here are some examples of companies that have perfected their branded social media style:
Brand Mission – Nike
Some brands excel at aligning their social media persona to their mission statement, one brand that does this extremely well is Nike.
Everyone knows the Nike slogan – “Just do it” – but there’s more to their mission than just those three words.
Nike’s entire mission is “to bring inspiration and innovation to every athlete* in the world.”
The University of Oregon track and field coach, and Nike co-founder, Bill Bowerman said, “If you have a body, you are an athlete.”
The company represents this mission with their branded social media style. Nike devotes both their Facebook and Instagram platforms to celebrating the achievements of athletes, big and small.
Check out this Instagram video below, just one example of this brand’s perfection of style.
Brand Theme – Airbnb
Sometimes it’s not just about the mission, but rather about inspiring your follows into becoming your very own brand influencers.
One way to do this is through aligning your brand’s social platform with a theme and sticking with it. This works really well on Instagram or Pinterest.
The accommodation service Airbnb does this very well on their Instagram account. The brand sticks to their theme of wanderlust by posting breathtaking destination shots from all over the world.
The brand also encourages their followers to share their Airbnb experiences using the #airbnb hashtag. Just looking at their account makes you want to jump on a plane!
Brand Voice- Sprite
Some companies use a combination of tactics to develop their own social media style. Most brands will have some sort of guidelines on the copy, or “voice” of their posts.
Brands will use their mission statement, company values and audience analysis to identify the voice that best represents their brand. Some voices are professional, some are humorous, friendly or enthusiastic. Companies usually have more than one voice for each platform.
A brand that has their voice all squared up is Sprite. The company has been endorsed by Lebron James since 2003 and they use their celebrity endorsements and humor as their social media voice.
The brand also uses RnB quotes through Facebook to build authentic relationships with their social media followers. Below is a recent Facebook picture post that references the rapper Tupac, and has more than 6,000 likes and close to 2,000 shares.