How Brands Use Social Media to Improve Their Image


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The power of social media expands over daily choices. These platforms strongly define consumers’ decisions of what to eat, where to go, and what to buy. This makes social media one of the most dominant marketing tools that allows every business to access the widest demographics and establish a dialogue within them.

Social networks also enable companies to obtain feedback directly from customers and make their choices matter. Customer loyalty, increased sales, reputation, and image all come with social media presence.

Not only well-established brands use it as a tool: when limited by their budget, startups and small organizations can’t afford to invest in large commercial projects, SMM gets it going. That’s when SMM specialists come into play because they know how to get your business on the social media arena.

Underestimating the power of social media is a mistake that can be easily made – but there are a few ways to fix it regardless of your current social media status. Below is a quick guide on the implementation of successful strategies.

Platform choice

Creating brand awareness starts with understanding the demographics. Who is it that you want to speak to and deliver the message? There are tools available that help to analyze and even predict social media demographics. Different social media platforms dictate different communication styles such as videos, text, images, boomerangs. That’s the reason why SMM services like take distinctive approaches to Facebook, Twitter, Instagram, and LinkedIn.

Understanding your audience will decide which platforms are more optimal for interacting with your community.
Sproutsocial new social media demographics chart



The key for you is to create a brand identity that stands out – logo, color scheme, brand writing style, and tone of voice. Consistency across platforms is another crucial factor – you should not neglect one in favor of another.

Your brand identity should look unified across all of the platforms you have chosen. However, consistency does not mean copying! Each platform should follow the styling, language, and post frequency, yet the content should be unique.

As a cherry on the top, you should create your own brand hashtag. This will enable the community to repost quality content and respond to campaigns. Here is an example of Coca-Cola’s campaign on Twitter.
Coca-Cola’s campaign on Twitter


Be human

Social media allows you to talk to your customer as their friend as opposed to a faceless corporation. Utilizing it to maximum capacity is a must! We live in an era where people are no longer accepting faceless corporations. They want to know their brands on a more personal level. Therefore, using scripts for customer dialogue is no longer an option. Treating customers as a community rather than “buyers” will create bonding and mutual respect.

In practice, this will look like answering comments, engaging in threads, answering direct messages. Another trendy and essential activity to engage your community in is live videos. Snippets of real-life work, production, and employee activities with Q&A sessions can be invaluable. Finally, adding a bit of humor is an inexhaustible way to establish an excellent long-lasting relationship.

Establish and maintain the relationship

Your potential clients should have a reason to subscribe. Options are plentiful – whether you share helpful content, give out exclusive discounts, make announcements, Co-work with influences or celebrities, and schedule events. Your page should be “social,” and something exciting should be happening there. You want to encourage people to comment and re-post your content, and for that, you have to put the work into its quality. Your social media page should be providing specific value to the customers.

Handling feedback is another area that demands your close attention. You should have a strategy in place to respond to negative feedback. You need to remember that anything you say or comment on can be shared or saved – so use your words kindly and wisely.

Of course, you will be receiving plenty of positive feedback – and that shall be encouraged and rewarded. You should always acknowledge the effort your community puts into writing good feedback – so give them a shout out and make them feel heard and valued.
Starbucks Coffee replies on Twitter

Hopefully, you’ll find this framework handy to lay the groundwork for your brand’s social media presence. If you are not sure how to go about content creation to compete with well-established brands, SMM specialists could help you get out there.

Jane Grin
Jane Grin is a Director of Operations at Opinion Corp, customer service, and consumer advocacy company. She has been in the customer service area for 11 years and has gained extensive experience in communication with consumers and businesses. With such a background, she has come to her current position to oversee the daily activities of the business, and coordinate teams towards the result.


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