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Small Business Guide – Developing Your Brand via Social Media

Small Business Guide – Developing Your Brand via Social Media
MBL Editors

Developing Your Brand via Social Media

It’s easy to see as you peruse the various social media channels that a lot of organizations don’t have a clear social media strategy to manage and develop their brand via social media. Whether it driving awareness, mitigating brand implosion, or simply using it as a part of the marketing mix, its clear most organizations lack a clear strategy and process for brand management via social media.

Here are three quick ways to develop your brand via social media:

Strategy: It’s important that you define early on what you’re trying to accomplish. Are you trying to drive brand awareness? Or, are you trying to drive engagement? Do you need to improve customer service? Or increase your customer conversion rate? Understand what you want to accomplish via social media and set clear goals.

Process: Having the intern post a blog or a few tweets is not a process. Determine the accounts most effective for your industry. Look, you don’t have to have them all. Start off with a few accounts but at a minimum you should have a presence on Facebook, LinkedIn and Twitter. “If you break it you buy it” so don’t create an account you’re not going to manage or maintain. Whether you have dedicated staff or a group of people handing social media duties, create a calendar and set aside time each week to contribute and respond to your audience. Don’t make it a one-sided affair so be sure to contribute and engage in other communities other than yours.

Success criteria: Many tools exist today to measure your social media marketing success and many of them are free. Measuring you social media marketing efforts will give you a good gauge on how effective your social media strategy is. Did anyone ready my tweet and clicked the link in it? Was it retweeted? Where did they come from? Did they consume any information from my website afterwards?  Tools like Bitly, Topsy and Google Analytics can provide great insight including which social media channels are more engaged, how often your blog was tweeted and what is the best time of the day to post information.

The best brands have a clear social media strategy.  Don’t leave such a potent marketing tool up to a few random blogs and tweets. Define your strategy, process and success criteria to develop and maintain your brand via social media.


Christopher Campbell Headshots 2013 Hi-Res (5)Christopher Campbell is a leading expert in social media branding and marketing. Christopher is a senior marketing manager for a multi-billion dollar technology company and a social media marketing advisor and consultant for SMB to mid-market organizations when he’s not doing pro-bono work for nonprofits. Christopher’s focus includes program development for driving customer enablement, awareness, engagement, thought leadership and conversion. Mr. Campbell holds an MBA in Marketing from the University of Miami and a Project Management Certification from Cornell University.