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If you are waiting to see if Social Media is a fading fad, you are in for a long wait. Over 56% of online American adults use multiple Social Media channels and 86% of those Social Media users follow brands on Social Media.

Each Social Media platform affords you a unique opportunity to humanize your brand and build up your reputation. You are making your brand available 24/7 and more importantly, your potential customers (leads) are coming to you.

Our five E’s provide an overview of the best ways to utilize Social Media with tips on what to post.

1. Expand Brand Awareness

Does Social Media marketing work?

• 90% of marketers say their Social Media efforts increased exposure for their business
• 75% of marketers say they’ve increased traffic to their website
• 77% of millennials make a purchase—online and in-store—after viewing Facebook content

Yes. Establishing and maintaining a presence on Social Media channels is a great way to expand awareness of your brand.

When we say “awareness,” we are really talking about two types of awareness. The first kind we mean is bringing your company’s existence to the attention of those who have not yet heard of you. Paid advertising, boosted posts and organic shares (when one of your audience shares your content with his/her audience) are ways to grow awareness of your existence.

The other type of awareness is keeping the audience that knows you updated with the latest news and sales promotions from your company.  More on this in the third “E.”

2. Enhance Brand Reputation

Public perception matters!

• 71% of consumers who have had a good Social Media service experience with a brand are likely to recommend it to others
• The average consumer mentions brands 90 times per week on Social Media
• 53% of Americans who follow a brand on Social Media are more loyal to that brand

Here are a few ways you can use Social Media to enhance your brand’s reputation:

• Respond, whether it’s to something negative or positive!

Social interactions are at the core of Social Media, so respond to reviews, questions, direct messages and comments.

• Participate in your community.

Community participation includes both the physical community where your business is located and the online community.  

• Share company values.

Be transparent about environmental responsibility, giving back to the community and your company’s culture.

3. Educate Your Audience

There are two ways to educate your audience:

• Showcase your industry expertise

Be experts on topics related to your company that have relevance for your customers. For example, grocers share nutritional information about various foods. Furniture retails selling ready-to-assemble pieces can film instructional videos or offer design tips. Hardware retailers can offer DIY tips and how-to instructional videos.

• Company updates

Whether that means rolling out exclusive deals to your Social Media audience or sharing breaking news like a product launch, provide your audience with a “window” into your company’s current state of affairs.

4. Entertain Your Audience

Think of Social Media as an opportunity to have a conversation with your brand’s followers—every conversation needs a hook. Here are some best practices to keep your audience entertained:

• It’s not all about you

Nobody likes a one-sided conversation. Best practice is to post about your brand every 1 in 3 posts. Find ways to feature guests or share content from your audience if you are using video or photos.

• Variety is the spice in life

Posting inspirational quotes or about community events would break up too much brand-centric content. Photos and videos tend to perform better than text-only content.

• Get them in the gut

Make them smile, laugh or cry, but make them want to see what you have to say!

5. Engage Your Audience

We saved the most important E for last. Engage means interacting with (or reacting to) your content, such as clicking on, commenting or sharing your Social Media post. Here are a few strategies for boosting engagement:

• Say it just so

Frame your content in a way that invites responses. You can try asking questions, posting polls or fill-in-the-blank.

• Sharing is caring

Just because you didn’t create something doesn’t mean you can’t share it! Repost a photo of a fan using your product or share a link to something useful to your audience.

• Offer a reward

Try incentivizing your audience—anyone who likes and shares your content will be entered into a random drawing to win a prize. Tip: relate the prize to your business, such as a freebie or special discount.

• Engage back

Thank people for their comments and shares. Share something from them in return. Acknowledge negative feedback, apologize and explain how you will make it right. Follow or like community/business/individuals who do so for your brand.