In the world of social media, we do a lot of talking, a lot of analyzing, and a lot of comparing. Idea sharing is one of the beauties of social media, but it can also cloud marketers’ judgement. With the perpetual pressure to one-up whoever the ‘brand to watch’ is that day, marketers can easily lose sight of their own brand identity. Don’t get me wrong–being aware of competitors’ moves and tapping into industry trends is important, but it by no means should dictate an entire content strategy. In order to build and share great social media content, it’s essential to reflect on your brand’s core competencies, values, and mission. Social media is an avenue to tell your brand story and connect with your audience, so ask yourself, “What is our brand mission, and how can we communicate that to our audience in a way that is meaningful to them?” Your answer to this question will help you to craft a content strategy that is unique to your company, tells an authentic message, and ultimately brings your brand closer to its audience in the most impactful way.
