Social Media has its own universe where businesses ride the wave of likes, shares, and comments to soar to new heights. But how do you make sure your business is doing it right? That’s where social media maturity comes in – like a map to help you find your way through the online jungle.
Let’s explore that map, and understand the hidden navigation.
What Is the Social Media Maturity of a Brand?
Checking out a brand’s social media maturity is like peeking into how cool they are on platforms. It’s all about how they talk to their fans, plan and share content, and handle things after hitting ‘post.’
Do they give proper replies to questions or just ghost them? Are they good listeners, solving problems, or just ignoring folks? These are the clues that spill the beans on a brand’s social media maturity.
What is the Importance of Social Media Maturity for a Brand?
1. Brands can create their Genuine Identity
Being socially mature enables a brand to smoothly incorporate its cultural identity, values, and purpose into its social media content.
Brands can develop a genuine brand identity by carefully integrating their marketing strategy with their fundamental values. This collaboration not only boosts the brand’s presence online but also creates a unique and lasting bond with the audience.
2. Brands can Create Strong Social Media Sales Funnels
Engagement is crucial for a strong social media presence, but many brands aim for conversion as their main goal.
The social media maturity of your brand not only influences your target customers but also converts your followers into paying customers in a very smooth way. You don’t have to worry about strengthening your sales funnel, customers themselves will be attracted towards your brand.
3. Brands can Create a Content Plan that Converts
A mature social media strategy will prove beneficial in creating and implementing your brand’s social media content plan. When you know about the thought process of your audience, it will be easier for you to create a relevant and effective plan.
How to Make Your Brand Look Mature on Social Media and Perform Well?
So, what does it mean for your brand to be mature on social platforms? It’s not just about having a ton of followers or likes. It’s more like having a real conversation with your audience, where they know what you’re about and you understand what they need, you provide them with the real solutions to their problems, the value, and most importantly your time.
Here’s how to get your brand to that mature level on social media
1. Know Who You Are
Your brand identity is the cornerstone of your social media presence. Take your time to understand what defines your brand’s values, mission, and unique selling points.
Understand what sets you apart from the competition. You might find something best about your brand.
For example, if you’re a skincare brand committed to sustainability, highlight your use of eco-friendly ingredients and packaging. Patagonia does an excellent job of expressing its environmental values across its social media platforms, showcasing its commitment to protecting the planet through engaging content and storytelling.
2. Know Who Your Fans Are
Use the analytics features offered by social networking sites to learn all about your audience’s preferences and demographics. Understand their interests, pain points, and behaviours.
Create audience personas to represent different segments of your target audience.
For example, if you’re a travel agency targeting adventure enthusiasts, tailor your content to feature adrenaline-pumping experiences and breathtaking landscapes. Airbnb’s Instagram account excels in catering to diverse interests and travel preferences, offering a wide array of content that resonates with its global audience.
3. Plan Your Posts
Create a social media content strategy that aligns with your brand identity and resonates with your audience. After thoroughly researching your audience, plan your content calendar, ensuring a mix of promotional, educational, and entertaining posts.
Use tools like Hootsuite or Buffer to schedule posts for optimal timing and frequency. Experiment with different content formats such as videos, infographics, and user-generated content to keep your audience engaged.
Blendtec’s “Will It Blend?” video series is a prime example of engaging content that showcases product features in a fun and entertaining way, driving audience engagement and brand awareness.
4. Be Real
Authenticity is key to building trust and loyalty on social media. Humanize your brand by sharing behind-the-scenes glimpses, employee stories, and user-generated content. Engage with your audience genuinely and transparently, responding to comments and messages quickly.
You can share your customer’s stories using your brand. Starbucks leverages user-generated content effectively on Instagram, reposting customer photos and stories to create a sense of community and belonging among its followers.
5. Keep Your Voice Consistent
Create a unique brand voice that mirrors your brand’s character and principles. Make sure to maintain consistency in your tone, whether it’s witty, informative, or inspirational, on all social media platforms.
Customize your communication to connect with your specific audience while maintaining your brand’s unique identity.
Wendy’s Twitter account is well-known for its witty and entertaining style, always interacting with followers through clever conversations and prompt replies.
6. Gain Knowledge and Make Necessary Modifications
Monitor key performance metrics such as engagement rate, reach, and conversion rate to evaluate the effectiveness of your social media efforts.
Analyze trends and insights to identify what resonates with your audience and refine your strategy accordingly. Focus on the social media posts that your target audience is enjoying the most and keep modifying them from time to time. Experiment with A/B testing to optimize your content and messaging for maximum impact.
Oreo continually adapts its social media strategy to capitalize on cultural moments and trends, leveraging real-time marketing to stay relevant and engaging.
7. Handle Tough Times Gracefully
Prepare a crisis management plan to address negative feedback, customer complaints, or PR crises on social media. Respond to concerns promptly, empathetically, and transparently, demonstrating your commitment to resolving issues and prioritizing customer satisfaction. Take ownership of mistakes and communicate transparently about steps taken to address concerns and prevent recurrence.
Domino’s Pizza effectively managed a crisis by addressing customer complaints openly and implementing proactive measures to improve product quality and customer service.
8. Team Up and Get Involved
Collaborate with like-minded brands, influencers, or organizations to amplify your reach and impact on social media. Engage in relevant conversations, industry events, and social causes to demonstrate your brand’s values and commitment to making a positive difference.
Nike’s collaboration with athletes, celebrities, and social activists amplifies its message of empowerment, diversity, and social justice, resonating with audiences worldwide and fostering meaningful connections.
Thoughts
Nurturing brand maturity on social media requires a strategic and holistic approach that prioritizes authenticity, engagement, and adaptability. By understanding your brand identity, audience preferences, and industry landscape, you can create engaging content and foster meaningful relationships that drive long-term success and loyalty in the digital world.
In the end, being mature on social media is all about being yourself, connecting with your audience, and growing together. It’s a journey, not a race. So take your time, enjoy the ride, and watch your brand shine!
