7 Surprising Ways to Build Your Brand Through Social Media


Many of us know social media as a way to maintain connections with old friends and colleagues. According to the Pew Research Center, 69 percent of American adults use some form of social media. It can also work wonders for companies, when utilized effectively. For example, you’re able to connect with potential clients, market their services and build awareness of products.

Social media can lead to major opportunities for client acquisition and success but building your brand through social media is no easy feat. If you're running out of ideas when it comes to building your social media brand, here are 7 unique approaches that may surprise you:

1. Give followers access

Show potential clients and followers what goes on behind the scenes. You can do this by taking photos of your business and staff members, or highlighting customer success stories. Being transparent with followers has the potential to create interest while building trust and loyalty to your brand.

2. Figure out the best posting patterns

It used to be the more a company posted on social media, the more engagement the posts would receive. Today, it's a different story. Over-posting can annoy and fatigue your followers—sending them elsewhere. Take some time to analyze the data associated with your posts—the type of content that is consistently received well by your audience, the optimum times to post, etc.—to identify a pattern that works best for your business. When you do this, you'll create an audience that is more enthusiastically engaged with your brand.

3. Get personally engaged and be vulnerable

Reposting content by others is easy and potentially beneficial, but don't be afraid to take a fresher approach. Get personal and vulnerable with what you post -- share your own personal thoughts, achievements and anything else that gives your audience a better grasp on you or your company's values and culture.

4. Join groups that resonate with your brand

It's hard to achieve things on your own, which is why joining industry and business interest groups on Facebook or LinkedIn can offer a lot of benefits. You'll have the opportunity to share insights, receive feedback on your brand, make valuable connections and more with these social media groups.

5. Make a plan

There's an old saying that what gets planned, gets done. That's certainly the case with building your brand through social media. While social media platforms are full of instantaneous updates and connections, the more you plan and research, the better you can know, locate and build awareness with your customers.

6. Analyze everything

Know your competitors and know your community. Don't start creating posts unless you know the ins and outs of who you are trying to reach—trends, what people like and what they want from companies like yours.

7. Know your persona

Social media branding isn't always about reaching as many people as possible. It's a process that requires precision. Know the kind of persona you are trying to convey to customers, then focus on the channels and audiences that will most strongly embrace and value your personality.

We're living in a digital age. At a time when 68 percent of U.S. adults use Facebook, ignoring the impact of social media on your business would be a mistake. Don't be afraid to get started—your future audience is waiting.

Hyperlinks to third party websites are offered for informational purposes only. Colonial Life in no way controls, guarantees, endorses, sponsors, or promotes these websites or their content.