What Role Should Social Media Play in Building Your Brand?

Whilst social media is a key driver for any business in any sector today, it is essential that your approach to your social media strategy meets your brands goals, missions and values. I have seen many brands establish a clear sustainable and ethical purpose for their business, but then throw that all away in developing social media content that conflicts with their values, such as influencer campaigns, sales and less than ethical brand collaborations.

You need to think about how you want to use your social media channels and what role they play for you, such as:

• An awareness driver

• The mouthpiece for your brand

• A way to find and be found by likeminded people

• A channel for sales

• A platform to engage with customers

You must remember that social media is a two-way thing, and shouldn’t be just about broadcasting your messages. It’s about how you engage with your community and your customers and share visions, values and beliefs – not just sell products at them! Consider who you follow, what you post, who and what you engage with and why.