Today, social media is a medium that occupies a greater place in every aspect of brand communication than many other marketing areas that we can list at first glance. Being successful in social media communication means little more than equipping a well-designed social media channel with interesting visuals.

First of all, it is important that the social media channel is compatible with the basic vision and mission of the brand it is related to and is planned as a supporting tool that strengthens the brand value. As i constantly underline that we start by creating a vision and mission for brands, good social media management is now absolutely necessary to achieve goals, create permanent connections and strengthen reputation in the corporate context.

Why should your social media be in line with your brand?

Your key word here again is consistency.

Social media management that does not appear to be compatible with the brand's vision and mission causes the brand to appear inconsistent and disrupts communication with people in the target audience. 

In today's world, where people in the target audience are increasingly interested in being associated with brands that have a purpose and uniqueness, every post you share about your brand, every image you use, every text you write on those images reflects who your brand is and what it represents.

Thinking comprehensively about these contents and in which formats they will be, together with your corporate identity, vision and mission, creating them and even planning their time will create a strong, more loyal and powerful environment that will enable a group of people who are already ready to consume your content to recognize your brand correctly and interact with you directly by trusting your brand. It is a movement that supports the creation of a follower base.

The social media tools you choose to use are a natural extension of your corporate structure, they should be dressed in accordance with your corporate identity and the content in every format produced should be created taking this into consideration. The use of communication language and visuals in social media tools supports the consistency of your brand and makes the interaction the content receives more meaningful. Additionally, consistency makes it easier for your target audience to understand what your brand stands for and to perceive themselves as a part of your brand.

Using social media as a tool to create brand recognition and trust in the brand

The main purpose of using social media for a brand is to ultimately create awareness for the brand. Brand identity is no longer just a logo and slogan, it represents the entire experience of the target audience with the brand. Used to create the identity of the brand every element, from colors and fonts to even tone of voice, must create a harmonious image that will leave an impression on the brand's target audience. Let your social media reflect your brand's DNA.

What audiences using social media are looking for is something essentially unique, and what they want to see when they open their screens and start scrolling up is mostly content that appeals to them. When determining the brand's social media strategy, it is possible to establish a unique connection with the people in the brand's target audience when a process compatible with the brand's vision and mission is managed. This connection goes beyond the features and advantages of the brand's products and tells the story of why the brand actually exists, what it supports and what its values are.

The first 5 for successful social media communication...
  1. Dress your social media accounts in accordance with your corporate identity.
  2. Determine your brand's tone of voice.
  3. Determine a content strategy and create and share this content in line with your vision and mission.
  4. Maintain consistency when communicating with the audience.
  5. Tell your brand's story.

The content you share on your social media tools is not just to console aesthetic concerns; it is also part of this to tell the brand's story to the target audience in a striking way. You may have purchased visually stunning stock photos or shot great professional-looking videos, but it's what's in them that makes a lasting impression. When you keep in mind that social media offers the opportunity to show the “why” behind your brand, you will find the right motivation to share content that provides insights into who your brand is.

Since social media tools are generally used by individuals, they help humanize brands. This approach is one of the most effective ways to connect with the brand for people in the target audience, and perhaps most importantly, it makes it possible for people to gather around the brand. Like fans of a kind, audiences want to support and are more likely to follow brands that they believe in and that they believe represent something of themselves.

By using your social media tools, you not only improve your brand's presence in the online world and raise its reputation in terms of integrity and purpose, but you also elevate your brand from a holistic perspective, so you stand out in the digital world. A successful social media communication that you maintain together with your other marketing tools strengthens brand loyalty and provides long-term benefits in improving your brand perception.

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Using social media is one of the most effective ways to support brand authenticity. Thanks to a content strategy compatible with corporate identity, you create a strong perception and comprehensive recognition among the target audience. Every content created with a well-thought-out strategy means much more than creating instant interaction, thus instilling the feeling of participating in your brand and sharing your story. Interactions turn into connections, connections turn into loyalty, and loyalty turns into the product in the customer's hands.