PCG Blog

Welcome to the wild and wacky world of social media! It's the virtual water cooler where we share doggo videos, political opinions and embarrassing childhood photos. Whether you're a social media newbie or just in need of a refresh, this guide has got you covered.

STEP 1: PICK YOUR POISON

With so many social media platforms to choose from, it's like trying to decide what to eat at a buffet - everything looks good but you can only have so much. Let's start with the basic 4.

• Facebook is a great platform for building and engaging with a community of loyal customers. The audience of Facebook though leans towards an older demographic. While the demographic is a little younger in India, particularly in Tier-2 and Tier-3 cities. The platform, however, is great in terms of communities, groups and other such options that no other social media platform offers. 

• Instagram is a highly visual platform that's perfect for showcasing your products or services through beautiful and creative content. You can use Instagram to build a strong visual identity, grow your following, and engage with your audience through comments, DMs, and IG Stories for your brand. Instagram, like Facebook, also offers marketing channels.

• LinkedIn is a professional networking platform that's ideal for B2B brands or if you’re looking to connect with other professionals in their industry. You can use LinkedIn to showcase your expertise, connect with potential clients or partners, and establish thought leadership through content marketing. Advertising avenues? You guessed it right! It is also a critical tool for corporate brand establishment. 

• Twitter is a platform that's all about real-time updates and engagement. The biggest advantage of Twitter is the ability to create conversations. Brands can use Twitter to keep their followers informed about their latest news and events, engage with their audience through hashtags and conversations, and build a strong brand voice through witty and timely tweets. 

So the question you need to answer is where does your community / audience lie? Each platform has its own language, and the same content might not be entirely replicated on all platforms - so your game plan needs to change according to what platform you are using. 

STEP 2: GET A GAME PLAN

Sure, you want to promote your business. But to whom? To get your game plan, there are a few basic questions to ask yourself:

• Who is your best customer type?
• Where do they hang out the most in the virtual world? (And if you have picked your platform already, you should know the answer to this one)
• What appeals to them?
• What reason are you giving them to follow you (And the right answer does not involve the words "To get to know my business")
• What do you really want to say?

The biggest mistake most businesses make on social media is just to talk about only themselves. Millions of posts. Every single day. Talking about the services they offer. Sure, this might get you some engagement. But it doesn't really fetch you a following you on Instagram or Twitter or elsewhere. People follow you for interesting content (more on this later!)

So get your game plan right, and figure out what you want to say and how you want to say it. Make a content calendar that has the right balance of news about you, and something fun. 

You can use a spreadsheet to make your plan or a specialized tool such as Hootsuite or Ocoya to plan your posts in advance.

Targeting your audience means understanding their demographics, interests, and behaviour, and tailoring your content accordingly. For example, if your audience is mostly young adults, you may want to use more casual language and references to popular culture.

It's like Rocky before a big fight - you need to know your opponent and how you're going to conquer them.

STEP 3: CONTENT INCEPTION

On Social Media, content is king. It is the reason why someone would follow you, engage with you and eventually (and hopefully) love you. But with all the chaos around, you need a solid foundation to create good content. 

And let's face it, you're not just competing with your neighbour's cat videos here. You need to give your audience a reason to stick around. You need to bank your content - meaning, you should create a backlog of content that you can draw from over time. That way, you always have fresh content to share with your audience, and won't have to scramble to come up with new ideas every time.

Think of content pillars as the backbone of your brand's messaging. These are the core topics or themes that your brand will consistently cover in your content. Your content pillars should align with your brand values and mission and should be based on what your target audience needs.

And the most important question to ask yourself: Is what you are posting reason enough for someone to hit the ‘follow’ button? Or is it just good to hit the ‘like’? Or doesn’t it qualify for even that? 

Most people complain that they are getting great engagement but it is not consistent and their user base has stagnated. 

We ask: what reason are you giving anyone to follow you? 

STEP 4: MAKE A FIRST IMPRESSION

Your social media profile is like a virtual handshake - make sure it's a good one. 

• A clear profile picture (a photo of yourself, a logo, or an image that represents your brand or personality)

• Snappy bio (a brief description of who you are or what your business is about, as well as any relevant keywords or hashtags)

• Relevant links (your website, blog, or other social media profiles, and should be easy to access) will go a long way in making a positive first impression.

Just imagine meeting someone for the first time and they only had a blurry selfie and a "¯_(?)_/¯" for a bio. No, thank you!

STEP 5: KEEP IT REGULAR

Consistency is key on social media. Decide on a posting schedule that works for you and stick to it, whether it's daily, weekly, or monthly. 

Your posting schedule can depend on your goals and resources. It's important to be consistent so that your audience knows when to expect your content. You can also vary the type of content you post, such as images, videos, or polls, to keep things interesting and engaging.

Consistency will help you establish a strong presence and keep your followers engaged.

STEP 6: KNOW YOUR NUMBERS

Use tools to analyze and track your progress and see what's working and what's not. This will help you tweak your strategy and make informed decisions about your social media presence. 

Analyzing your metrics can help you see what's working and what's not, and adjust your strategy accordingly. For example, if your posts get more engagement on weekends, you may want to post more on those days.

Remember, if your social media metrics are not showing growth, it might be time to take a closer look at your strategy. Keep in mind why you started using social media in the first place, and if the numbers are stagnant, it's time to rethink your approach.

STEP 7: IDENTITY BIBLE

When it comes to brand guidelines, there are important things you need to consider to ensure consistency across all of your marketing materials. Like the visual identity (logos, colours, and typography), as well as the messaging (tone, voice, and key messaging points).

Don't let your brand be a DIY disaster! Call in the pros and let them whip your content and brand guidelines into shape. With their expertise, you will be unstoppable. Schedule a consultation today!

Happy social media-ing!