Social media is more than a fad in online branding. It’s an opportunity to construct your brand’s identity on social platforms that consume 22.5% of the time U.S. citizens spend online. A brand can use social media as a way to advertise products, grow customer loyalty, target influencers, and stay relevant. They can even serve as a springboard for sales, as products sold on social media are increasing at a rate of 93% per year.
Here are a few things that successful social brands have in common:
- A consistent message, voice, and audience
- A healthy amount of high-quality visual content: tweets with images were 18x more likely to be clicked on
- They integrate tried and true social channels with rising platforms: 18% of brand marketers plan to start putting Google+ into the mix this year
Another important aspect of online branding is how brands stack up on multiple screens. Mobile grew by 23% in 2013 and accounted for 10.5% of all eCommerce sales. Having a responsive and social site is crucial to making sales in the burgeoning mCommerce market. Marketers are catching on to the necessity of mobile optimization, but they’ve got to speed up the process. Most brands send out marketing emails to serve a variety of needs, but only 60% of them provide mobile-friendly versions. That leaves the 50% of their recipients that read emails on mobile with an unsightly email that they’ll most likely trash without a second thought. Getting your mobile and social strategy in order makes it possible to capitalize on those vital and tech-savvy customer segments.