Encourage engagement and grow your following on social media to increase brand awareness.

Creating a strong social media presence is vital to gaining valuable brand exposure — after all, many consumers spend the bulk of their digital lives on social platforms. 81% of millennials check Twitter at least once per day, LinkedIn has more than 450 million user profiles, almost a quarter of the entire world’s population uses Facebook, and 51% of Instagram users access the platform daily. It’s clear, then, that connecting with your target audience through these mediums should be an integral part of any brand-building strategy.

But reaching the right people, touching on the most relevant topics, and keeping your followers engaged requires a dedicated effort. Follow these seven steps to build brand awareness through social media.

1. Choose the Right Channels

Be intentional about where you’re publishing your social content. Who is your target audience, and where do they spend their time online? If you’re selling a B2B software as a service (SaaS) product you probably don’t need an Instagram or Pinterest account. There’s no point wasting your time, efforts, and budget creating social content that won’t reach your target audience.

2. Piggyback on Influencers

If your content strategy centers around B2B, industry-specific commentary, expand your influence by seeking out guest contributors. Established thought leaders will be eager for a new platform to share their thoughts on the latest industry developments, and your brand will benefit from exposure to their social and professional networks. For B2C promotion, getting an influencer on board in the form of sponsored content can come at a significantly higher price point — but the brand awareness you gain may be worth the investment.

3. Track Everything

Often, content marketers lay all the groundwork for a stellar social strategy – but don’t establish concrete means of measuring the progress of these efforts. It’s vital to keep track of key metrics, such as which posts generate the most traffic, engagement, and conversions. This enables you to make data-driven decisions about future social campaigns.

4. Start Conversations

Don’t rely on your followers to make the first move. Initiate dialogue by targeting hashtags and conversations relevant to your brand. If someone shares or comments on your content, seize the opportunity to engage by responding to or liking their comment.

5. Don’t Be Overzealous With Bots

Bots can be a great way to make sure you’re responding to every opportunity for engagement. But keep in mind that there’s a delicate balance between time-saving automation and embarrassing, inauthentic interaction. Most social media users know when they’re being talked to by a bot, and this doesn’t make them want to engage further with your brand. Relegate bots to the realm of follows and likes, and keep your conversations human.

6. Be Visual

You only have a small window of opportunity to grab your followers’ attention as they scroll through their feed. GIFS, infographics, and photos are among the most highly shared content on Facebook, Instagram, and Twitter. In fact, while only 10% of people retain information three days after reading it, when a relevant image is paired with the same information, people retained 65% of the information. Keep this staggering statistic in mind as you build your social content strategy.

7. Be Generous

Create shareable content — and then give it away for free. Why? Because giving potential customers a sneak peak of your expertise will often seal the deal if they are on the fence about investing in your services.

Your social content gives followers and prospects a taste of what your brand is all about — so make every post count.

Longneck and Thunderfoot offer social media management services to build a vibrant audience for your brand across all media channels. Learn more about social media and PR here.

Author Christine Wang

A recent graduate of the University of California San Diego with a degree in International Business & Management Science, Christine manages social media publishing and community engagement at L&T. Her passion for social media stems from her past experience assisting various start-ups and organizations with brand-building initiatives. In her free time, you can find her obsessing over her two adorable dogs, Shadow and Maisy.

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