11 Ways to Build Your Social Media Presence in 2020!
Every quarter of the year, social media teams busily attempt to grow their social media presence on multiple platforms, but is there a sure way of continuously growing across different social platforms?
As a brand, you will almost certainly have a social media account on some kind of platform. Building a social media presence is not as easy as it may sound for an outsider. And building a community online that continually engages with your brand becomes even more challenging. But there are solutions.
Usually, brands may fail in upping their social media presence because they’re hardwired to follow old and traditional means of media. What works in journalism or print won’t work with social media, and by applying the tips below, you’ll begin to notice that your engagement and follower count is increasing.
Steps and Tips to Grow Your Social Media Presence
While building a social media strategy is one part of the full marketing funnel, it serves many different and integral purposes that help brands connect better with their customers.
According to Hootsuite, Twitter has 145 million monetizable daily active users, and Twitter ads with video are 50% cheaper in cost-per-engagement. 2 billion people watch videos on Twitter, every day. 
In 2018, Hootsuite’s Social Media Barometer Report found that:
- 90% of brands aim to build their brand awareness through social media,
- 77% of them use social media for brand reputation
- 71% use it for driving an engaged social community
- 61% go social to increase conversions
- 50% to get market insights and better understand their customers. 
So, how can you drive more engagement, leverage first-hand customer feedback, and use these insights to increase your sales through going social?
1. Break traditional communication, build authenticity
It’s tempting to want to be perfect, and it’s also tempting to stay formal on social platforms – since it’s your brand communicating directly to your customers.
Stay human. However, social platforms are made up of real people. Even on ultra-professional networks such as LinkedIn, CEOs and VPs are continuously sharing raw, personal posts that showcase their human side, rather than just their business side.
Be relatable. Your primary goal as a brand is to showcase yourself in a human element. For people to engage with your posts, they need to see something that they can relate to or identify with. The higher the engagement, the more likely you’ll reach a larger audience and grow your social presence.
Go back to the basics. Before delving into ways we can connect with customers, it’s important to identify why people even use social media.
People use social media platforms because they can reconnect, and connect with people they know in reality: relatives, previous classmates, and close friends who traveled abroad.
2. Identify which social platform is best for you
As trends continue to change across different industries, from real estate to luxury
skincare, the same goes for social media. Audiences change, and while Facebook may be the go-to platform for connecting with family, and Twitter for news or even memes, this dynamic may slowly begin to change over time. Thus, it’s essential to continue sharpening your social media presence as your audience's interests are honed by outside factors and emerging trends.
Twitter, Facebook, LinkedIn, Instagram, and other platforms all have their own type of audience, and people go on each of these platforms for different purposes.
With so many different platforms, how can you ensure your brand’s marketing on the most appropriate?
Often, brands decide to establish social communities on the top social networks; where to invest most of your efforts is where it becomes challenging.
Here’s a quick guide on some of the top social platforms, and what they can do for your brand:
● Facebook: with over 2 billion active monthly users, Facebook can help you build relationships with your customers and generate leads.
● LinkedIn: while it’s known to be favored by B2B businesses, LinkedIn is an excellent outlet for B2C brands too, as it helps companies build trust and authority
as a thought leader in their industry.
● Twitter: known as the go-to for announcements and breaking news, trends on Twitter change frequently and is a great outlet for businesses who have a younger or news-aware audience; some businesses such as news companies prefer it for news-specific updates, while others such as B2C food businesses try to connect with customers through jokes and by hopping on trends, alongside sharing announcements.
● Instagram: with its shop feature, Instagram is one of the fastest-growing and favorite platforms for B2C businesses that can guide their customers directly to their online store or app to drive sales, make announcements on offers, and post daily updates through its famous ‘stories’ feature.
● Pinterest: perhaps the most aesthetically pleasing of them all, Pinterest is the perfect social site for visual brands, and is a great opportunity for these types of businesses as users log into the platform to plan their purchases.
● Snapchat: with images and videos disappearing every 24 hours, Snapchat helps businesses showcase their value directly to customers by offering exclusive access to events, offers, and enables brands to build brand loyalty through partnering with influencers.
3. Prioritize and outline your goals
Much like a company’s vision and mission statements, goals act as the foundation of your social media strategy.
Your social media strategy should align with your overall marketing or business goals, to ensure the highest return on investment, while building your social media presence.
Some of the most common social media goals are:
● Increasing brand awareness
● Generating leads
● Building customer and brand loyalty
● Performing customer service
● Increasing web traffic
● Gaining first-hand market insights and customer feedback
While anyone can post anything on social media, brands who have a purpose often yield the best results, because they move towards a clear direction.
For example, you can set a goal of increasing your following on Instagram by 20% in the coming quarter. Then, you can outline how you will do that, and measure which streams of content are performing best.
4. Measure your performance
Many businesses simply post on social media, and much of their engagement is based on luck. Even more businesses don’t track what type of content works best for their audience, or which captions perform best.
To build and increase your social media presence, it is necessary to gather this type of valuable information through A/B testing.
While several research institutions offer insights on which posts perform best, it is difficult to come by specific ideas that work best for your own unique audience in your unique location and industry.
Here is an example of how you can apply A/B testing in the food industry:
Set a theory: “Captions with recipes work best.” Post 10 social media posts with recipes and 10 social media posts without recipes over a while on one platform. See which type of post performed best. The posts with recipes are more likely to gain higher engagement, and will be bookmarked by more users.
This type of insight can be saved and used for all of your future posts. Continue
testing this for other theories.
The best thing about A/B testing is that it is valuable information for your own business, which is based on real data and research.
While many businesses do not invest the time in gathering such data, you have a high chance of standing out.
5. Create buyer personas, and understand your customers
We’ve mentioned before that social media is about relatability. To get your customers to relate to you, it’s important to understand who they really are, what they like, and what drives them to take any type of action – whether it’s to like, follow, or share.
You win your customers online when you build trust, authenticity, and a connection with them.
Here are some questions you need to ask:
Who’s my target audience? What do they like? Which platforms do they prefer the most?
Once you identify your audience, you can learn more through research about what it is that they share, who they follow, and what drives their engagement.
Does your audience often share videos or long-form content? Do they interact most with discounts and seasonal offers? Which pages do they follow and what type of content do these pages post?
All of these questions – and many more (the more detailed, the better) – help you understand your customers better. Once you truly understand your current and potential customers, you can surely build up your social media presence.
6. Develop a social media strategy
Once all of these basics are cleared out, then comes the time to plan a social media strategy.
This will include:
● Your audience and buyer personas
● Topics your brand will tap into
● The type of content you’ll create
● The platforms you’ll focus on
● Your content calendar per platform
You will continue to hone your strategy as you test different methods.
When you create your social content calendar, you’ll keep in mind all the research done, including your priorities, goals, and buyer personas.
As mentioned in point number 2, each platform has its own tone and type of audience. And while you can have the same user following you on Instagram and Twitter, they will expect different types of content on each platform.
If you post the same content on Instagram and Twitter, you will lose that follower on either platform, due to duplicate, repetitive, or boring material.
How to make sure your audience stays engaged?
Create a multi-channel social media strategy.
Do this by:
● Identifying your main social platforms
● Creating visual content, with a focus on images and video
● Personalizing your content towards each platform
7. Build an online community
Having a 10,000-follower count with only 6-8 likes per post is a sign that your followers aren’t engaging with you.
Some reasons may be that your posts aren’t creating real value for them.
One of the greatest things about showcasing your brand online is the community you build.
If you’re running a sports brand, for example, you can post informative tips on diets, health plans, workouts, and much more.
So, here are some effective community management tips:
● @Mention people in your posts
● Cater personalized responses to comments
● Start conversations by asking questions to comments
● Always respond to people who share or @mention you
Building a community online is one of the most effective ways to build your social media presence. Not only does it position you as a thought leader, but it also significantly increases your customer loyalty.
8. Hop on trends
One of the best methods to attract a new audience and potential customers is by hopping on trends. Hashtags increase your chances of getting a post viewed.
Funny memes, breaking news, and trending hashtags all keep your brand relevant and closer to your audience. It shows off your business’s creativity and also increases your chances of getting a post shared.
Even when it’s a general funny trend online, when you find a creative way to hop onto a trend, your audience appreciates it. It’s an opportunity to show off your brands’ flexibility, trendiness, and personality – if that’s what you’re all about.
9. Maintain a content calendar
Your content calendar helps keep you consistent. There are many tools that are specialized to help you schedule posts. This offers you a complete overview of what you’re posting, how it appears in terms of aesthetics, and whether you’re staying consistent with your tone of voice and brand personality.
This is vital, and a base for any social media strategy. It also:
· Keeps you organized
· Saves time
· Maintains brand consistency
· Maximizes engagement
· Avoids repetition across your content
10. Be memorable
Have you ever went on an Instagram profile that immediately caught your attention? Each image follows a tone that’s not just about the post alone, but about the overall theme of the page.
This type of content is memorable, immediately catches the audience's attention, and clearly showcases a brand’s personality.
When you plan ahead, you can maintain and build consistency across your posts.
Post regularly. This means posting every 3 days, or posting a tip every Thursday, followed by a hashtag specifically for this type of post – which allows your customers to use the hashtag themselves and market your brand for you! Inconsistent posting may adversely affect your online social media presence.
Maintain your brand personality. While we previously recommended you to cater your content depending on each platform, maintaining a brand personality across all platforms is vital. This applies to everything from your account’s profile image to your design guidelines.
11. Speak to your users, not at them
Demanding KPIs and traditional management can stress out account managers to over-do the selling online.
Your customers care about what helps them, so when you post informative, valuable, and useful content, they’re likely to reciprocate positively. When a brand only posts about what it does and which conference it’s going to, it slowly starts to lose sight of what matters on social.
Being bombarded with “buy now” on every post may cost you your entire social media presence. This is because people crave communities, relatability, and real connections. They won’t want to follow a page that speaks only about itself, without caring about what its customers truly need and want.
Thus, while KPIs and lead generation may urge social account managers to sell more, it’s important to remember that building a community and helping your audience will help you achieve your goals faster than just selling products to them.
(Here are some tips on how to write the best and most effective copy for Instagram.)
Ready to Grow Your Social Media Presence?
Following these tips can give you a boost to building a community and growing your social media presence online.
Keep a lookout on our blog for more tips around social media, digital marketing, visual media, SEO, and much more!
If you’re searching for a forward-thinking creative agency to manage your social media accounts, reach out to us at Kynda Creative here: https://www.kyndacreative.com/social-mediaor here: firstname.lastname@example.org or give us a call at +647-641-8383
We’re known for branding, social media, and anything creative. We can help you grow your business’s social media presence.
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