How to create a SMART brand on social media

How to create a SMART brand on social media


When Michael Moreyne, CEO and founder of Social Orra started his social media consultancy agency, he had a vision to make social media implementation accessible and simple for all brands. This desire sent him on a mission to develop for his clients what he now calls SMART Social Media; Simple, Measurable, Attainable, Relevant, Timely.

Social Orra is helping brands make sure their posts achieve the most engagement to build their community, gain online presence and improve their bottom line by following our S.M.A.R.T. brand rule. We are sharing our secrets with you so you can learn how to do the same for your brand.

  • Keep it Structured

Firstly and most important people relate to stories. Their attention is captivated by emotions, whether it be humor, shock, fear or love, people are conditioned to make react based on their emotional senses. The best way to get a customer to engage with your product, service or brand is first to make it relatable. Start by structuring your story telling using a content calendar, make sure that you lead them to the pond so they may fish and give them the tools to catch the fish. If you start by creating a storyline that they can follow that is also relevant to their interests, then over time they will most likely be more than willing to engage with your brand. Talk around your product, let them come to you, let them like what you have to offer and if they like it then they should surely buy it, share it, like it or promote it on your behalf. Eventually our customer may even become your advocate.

When creating your structure remember the following tips to make your content simple and your message clear. Keep your brand image and messages consistent to build trust. Minimal noise in a picture and minimal words in a message are always more effective. Keep you hashtags simple and direct, maximum 1-2 per post, the shorter they are the better they are.

  • Make it Measurable

There are many ways to measure your engagement, the typical ones we know are; increase in likes, increase in followers, more shares, more fans, and lots of comments. However, there are other types as well such as increase in sales, word of mouth, brand notoriety and those that are brand specific like maybe self-promotion.

What ever your goals are you have to analyze the metrics to determine if you have the right social media strategy. At the end of your campaign you can generate a report based on the analytics to decipher what type of posts are generating the most engagement, the best time of day, which day and with what audience. The analytics will help you make future decisions on what content to create to achieve the highest engagement possible within your community, or what community to target. Another great metric indicator is what kind of response time you are getting with conversations.

  • Be Attainable

Set attainable goals remember do not shoot for the moon, be realistic about your strategy expectations and timelines. Anyone from any industry can benefit from social media in their business as long as they start their strategy and content development with the right goals and audience in mind.

Dr. Julie Hanks uses social media to engage with her audience and build her online presence. She is a perfect example that it doesn’t matter what your industry, you can build a following and make money fast and effectively if you leverage your social media channels and provide quality content that your audience wants. The best way to do this is to find out what they are interested in by providing curated content that they are searching for based on their interests and your offering.

There are four basic social media goals to keep in mind when structuring your content calendar and creating content: 1) increase your community 2) increase your engagement 3) increase your amplification 4) improve your sales.

Stay Relevant

To stay relevant in your community you must have the right tactics. Find content that will deeply resonate with your community. It is important for marketers to become skilled at engaging in conversations about hot cultural topics seen in their industry. Take the time to get to know your community and the people in it, stay in tune to their ideas and personalize the messages that you send out to them. Remember that 40% of what you post to your community is content creation and 60% should be content curation that you share.

Here are some tips to create or find relevant content. Use Facebook to highlight employees and reach out to fans. Use Vsnap on Twitter to record a 60 second video of yourself either answering a question, giving a shout out to your fans, sharing a review of your product/service, or commenting on a hot topic that your community is trending on. Use Google+ Circles, communities and hangouts to create valuable conversations. Also participate in LinkedIn Group discussions in your company’s industry and answer questions. Creating a hashtag is also a great way to encouraging users to participate in using it either on twitter or Instagram and submit content.

Hashtags and keywords are always time sensitive. To be relevant you need to find out what your audience is talking about, what are their interests and what is the current zeitgeist of the month. This year in September if we take in to account these exact questions we come up with the following answer.

Hashtags.org Analytics can tell you which hashtags are trending, faster and more accurately than any other service available today. If you know how consumers behave on social media, then you can build a better strategy to match your customer’s behaviours.

  • Make Timely reviews

Finally, you come to the part where you get to monitor all the effort and work you have put into your social media. The absolute determinant of success of what your doing is timely reviews. During this process you need to look at the facts, there are many great free tools out there that can help you such as: Facebook insights, Twitter analytics, and Google analytics. The key now is how often do you need to review and modify? For example time of day and type of content in a post are dependent on platform, business and audience. This can be monitored and tracked based on how much engagement you are receiving on your posts. A good tip is to track your campaigns during and after. Initially, regularly track your posts, sometimes even daily to tweak the demographics, or targeting options in order to get the most engagement possible.

A little tip for beginner marketers, focus on Facebook it’s where your customers spend most of their time and that means more engagement. You will learn more about what they are interested in and be able to interact with them more often. They will also see your content more often.

Now you are S.M.A.R.T

The Internet is now the first point of contact for consumers, 65% of digital experience changed their opinion about a brand and 95% were influenced when deciding a purchase. Social Media has enabled brands to demonstrate, empower and involve their consumers in their brand and 86% of marketers implement a single strategy and multi-channel engagement for long term brand success. To summarize the SMART Social Media rule: Structure your content in a calendar with a story line, determine the metrics that you will monitor, choose the goals your brand wants to achieve which are attainable, put them into motion with sound tactics, remember to create relevant content and then you measure your results to start all over again, only this time make it better.