1. Have one voice
Every brand needs to have a personality. It may be mature or it may be youthful. It may be masculine or it may be feminine. But whatever it is, the consistency must be maintained across the board. So, even if multiple people are handling different social accounts for the brand, they must be told to mold their content as well as language in the same manner which reflects the personality of the brand.
2. Use uniform color and design
Every brand has a logo which helps in maintaining the identity everywhere. But apart from the logo, you should also pay attention to the color combination and design. The website, the Facebook page, the Twitter handle and every other account belonging to your brand must reflect the same design and aesthetics so that people can immediately identify the brand when they notice any one of them.
3. Do not hesitate to repost
Different types of networks demand different types of posts. That is why posting the same content across different channels at the same time is seen as a sacrilege by many experts. However, it can also help you if you do so in moderation. Firstly it helps maintain the consistency in terms of content and secondly it has to be noted that different types of people use different types of social media. Facebook is the mass medium.
Twitter is preferred by more savvy people who keep track of trends all over the world. According to some studies Pinterest is used predominantly by women. So, keeping such aspects in mind, posting the same content in different channels should help you reach out to a larger audience while keeping the message consistent.
4. Remain genuine and relevant
Suppose you have a good following on Facebook and another brand offers you a good sum for endorsing their product. What should you do in such a situation? You need to make sure that if at all you endorse a third party product, it must be something relevant to your business and goes well with your image. A travel business can promote a travel guidebook or a camera but it has no business promoting a washing machine. So, stay true to your work and your values to maintain a consistent image.
5. Do not start for the sake of it
Finally, it must be said that there is no need to be present in each and every network. It takes a lot of time and resources to build and maintain one good social channel. Small businesses generally cannot afford to dedicate such resources to every network. As a result they open several accounts but end up with many inactive ones after the initial enthusiasm wears off.
These inactive channels just create a negative impression and make people think that the brand is dormant or dying. Instead, it is much more effective to just have one or two accounts and then focus on them properly. This eliminates the extra flab and also eliminates the need to be consistent across too many channels.
In conclusion, while maintaining a social presence looks simple enough, most people tend to ignore the basics and thus suffer a loss of brand continuity across social networks. But the good news is that it is not that hard to maintain. One just has to be vigilant and follow the points mentioned above.
Born in Los Angeles, Blair Strasser is a business and marketing enthusiast that enjoys sharing his knowledge through his writing. He is also Founder and CEO of eMerchantBroker and passionate about technology. Follow him on Tumblr and Twitter.
IMAGE CREDIT: FREE STOCK IMAGES