As someone who has been on a number of very awful first dates, I can tell you, personality is everything. The same goes for your brand’s personality on social media.
In the words of Paul P. Harris “Personality has power to uplift, power to depress, a power to curse, and power to bless.” When defining your brand’s personality on social media you must decide how you want your potential customers to think of your brand. How can you bring a unique personality to the healthcare industry, which has traditionally been conservative and technical?
Everyone and I mean everyone, is on Facebook. So how do you stand out from the hundreds of other medical manufacturers? One word; “videos”. Ok, two words because “images” are also important. Brands that share videos and photos typically see a 65% increase in likes, comments and shares. Go Live on Facebook and show your customers the human element behind the facade of a company name. As your company establishes their presence on Facebook, it’s important to remember that it’s not the right place or time for a hard sell. Start having fun, and use visual content to put your brand personality on full display.
280 characters are all you get. Make them count! Twitter is the platform that encourages the most engagement and interaction between companies and customers so establishing a brand personality that is very human and fosters conversation is very important. You can approach this in a number of different ways, some brands are hubs of education, others are sources of breaking information, while still others - Wendy’s for example - gain viral status with a little sass.
LinkedIn is first and foremost a business networking site, therefore a certain level of professionalism is necessary. The reason for this is, most likely, because LinkedIn users are high-level decision-makers. According to a recent LinkedIn study:
- 91% of executives rated LinkedIn as their number one choice for professionally relevant content.
- 49% of B2B buyers research vendors by looking at their LinkedIn profiles
- 44% have actually found potential vendors by looking at shared connections on LinkedIn
This is where Wendy’s sassy Twitter personality would not work. LinkedIn can undoubtedly be an excellent lead generator for companies that invest time and effort into creating a dynamic and relevant LinkedIn strategy.
A picture says a thousand words right? Well, then Instagram has a lot to say about your brand. Instagram is unique in the fact that is so reliant on visual imagery when establishing your brand. Facebook and Twitter both allow you to build a certain brand personality that is humanized to an extent, but Instagram presents you with an even better opportunity to properly present your brand’s personality. You can go live on IGTV and have stories that allow customers to engage and ask questions. However, visitors on Instagram are still more likely to engage with content that holds a balance between humanizing and professional.
Keep Your Core Personality Consistent Yet Adaptable
The key is to figure out what personality you want your brand to have and adjusting it to the tone of each platform. Maintaining the human element is something that cannot be lost in today’s digital world. Ultimately, people buy from people they trust. The brands that they’re attracted to are those that come across as experienced and passionate. In the wise words of Mufasa "Remember who you are."