Social media helps a brand to create trust with its potential customers, it has become the place that customers visit to learn about brands. Not only that, social media also helps brands to connect with customers wherever they are. They help to give a brand its voice by organically distributing content. Given below are ways by which a business can use social media to promote itself.


Have a strong brand voice

If a brand wants to have a memorable voice, it should deliver a great experience to its customers. Whether it is customer service or the products that it sells , everything should be aligned to its voice. A strong brand voice conveys a strong message and helps the audience to understand what a brand stands for. When the audience is not sure of the voice of a brand, it can lead to confusion. Whenever customers see the content shared by a brand, they should be able to associate it with the brand. A brand should always consider who its audience is and the personality that it wants to portray. For instance, Dollar Shave Club’s brand voice is informal which makes it appealing for its target customers.


Use platforms that are aligned with the brand

For increased engagement, a brand should segment its audience on the basis of parameters such as age, location, and interest among others and understand their needs in order to grow their following. Search visibility can be maximized by getting a brand in front of the right audience. For instance, a skincare brand should use visual platforms such as Instagram and pinterest. It is important to find out where the target audience spend most of their time and then use those platforms. A brand can maintain any number of profiles, provided it is consistent about it.

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Let people talk about your business online

To boost its social media presence, it is not enough for a brand to develop its visual identity. Other than using identifiable fonts and logos, it should also spread awareness by encouraging people to share their experiences with it. A brand can create a contest or a giveaway which they can ask their audience to follow or share. For instance, Dove held a selfie contest where the prize was a spa experience for two people. Users had to post a selfie of themselves using a Dove bar in the comments section of the giveaway post. The participants also had to nominate a friend so that they could enter the giveaway. This helped the brand to connect with new followers. The rule of a contest could also be that participants have to follow a brand , this could always result in new followers. Interacting with the audience by using strong emotional elements also helps to make a brand popular.


Post regularly

An irregular posting schedule does more harm than good. The audience feel that they have nothing to look forward to and followers soon forget about a brand that is not active on social media. Scheduling tools can be used so that posts are scheduled at peak times.

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Ronn Torossian is the Founder & Chairman of 5W Public Relations, one of the largest independently owned PR firms in the United States. Since founding 5WPR in 2003, he has led the company's growth and vision, with the agency earning accolades including being named a Top 50 Global PR Agency by PRovoke Media, a top three NYC PR agency by O'Dwyers, one of Inc. Magazine's Best Workplaces and being awarded multiple American Business Awards, including a Stevie Award for PR Agency of the Year. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected public relations executives. Throughout his career he has advised leading and high-growth businesses, organizations, leaders and boards across corporate, technology and consumer industries. Torossian is known as one of the country's foremost experts on crisis communications. He has lectured on crisis PR at Harvard Business School, appears regularly in the media and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. Torossian's strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, a Top Crisis Communications Professional by Business Insider, Metropolitan Magazine's Most Influential New Yorker, and a recipient of Crain's New York Most Notable in Marketing & PR. Outside of 5W, Torossian serves as a business advisor to and investor in multiple early stage businesses across the media, B2B and B2C landscape. Torossian is the proud father of two daughters. He is an active member of the Young Presidents Organization (YPO) and a board member of multiple not for profit organizations.