Every quarter ICUC hosts a month-long series dedicated to one topic in the social media space. It’s a New Year, and a time for resolutions and hope: so get your social strategy in shape with our first ever “Boot Camp.” Just like a personal trainer, we’ll provide daily content to motivate, inspire, and educate both brands and social media professionals on everything SoMe. Best practices, tips, platform knowledge, tools you can use, advice and insight based on our expertise and experience – we’ll be sharing it all with you, everyday here at Snoo.ws. We hope you’ll stay tuned throughout the month!
Social media channels abound on the web and companies should be taking
advantage of them in a variety of ways to achieve brand synergy or harmony
across the board; and this is called cross channel branding.
I don’t believe that it is truly a consistency vs. variety situation, except in one
case. You don’t want to chop your brand up into separate little bits, spreading
each part throughout different social media channels. If you do this, your brand
may not be recognizable from one channel to another and will cause confusion
for your customers.
Consistency and variety work together to create a clear image of your brand.
Variety comes in to play by using many platforms and gearing the style and tone
of your brand message to each one as well as to your target audience.
Typically your current and prospective clients will engage with your brand on
various platforms. They may see a commercial on TV, look up your company
online and then like your Facebook page or follow you on Twitter. Or they may
get a link or code in an email, which takes them to one or more social media
Consistency is important to the perception people have of your brand. If you are
consistent in your message and image throughout all social media platforms you
will be seen as reliable and trustworthy. They know clearly what to expect from
your brand and are more likely to engage with you and share your message.
The main message in cross channel branding is to be consistent in your brand
message across a variety of channels.