Think of your social media accounts as a blank canvas. It’s your job as a business professional to brand these mediums to match the rest of your marketing efforts. True, with some you are more limited than others, however, there are still certain things you should address to look your best.
Sounds simple, right? It is, yet there are so many businesses with social media accounts out there that look unprofessional. They are missing out on opportunities to get more business because of how they come across.
Think about it, if I were to come here dressed in my pajamas would you take me seriously as a marketing professional?
- Imagery – Using imagery that matches your overall brand is an important first step. If your company is a bank, perhaps photos of people enjoying time with their family (lifestyle shots) are something being conveyed on your web site. Why should your social media look any different? Utilizing the same style of photos and subject matter is key to tying your social media back to your brand. You should also think about iconography, charts, illustrations, as there should be no disconnect in the stylings of these from web to social media to print.
- Use of color– The colors you utilize on your web site and print materials should be matched in your social media. This is not the time to get fancy and try to reinvent the wheel. Consistency is what you are going for. It’s not an art contest. Color creates mood. There is a whole psychology behind color. The infographic found in the link below shows the meanings of certain colors, and why brands use them in their logos.Source – http://www.colourlovers.com/blog/2013/07/29/color-psychology-of-logo-design
- Typography– There are standard corporate fonts your company is currently using (if not they should be!). Typically two fonts should be designated for your brand. If possible, use the same fonts in your social media. This will be incorporated within your background imagery, not the font you are posting or tweeting with, which is locked down (unfortunately). Georgia is a great font that is universally available (used by the American Red Cross), and Google offers hundreds of interesting fonts for FREE, so the old standby’s of Arial, Verdana, or Times Roman do not have to dominate your online marketing efforts any more.
- Logo placement & usage – Your company logo needs to be displayed prominently throughout all your social media. You may need a variation for applications like Facebook because it displays as a square… Some logos do not work well in this format. If necessary, create an alternate logo for social media if necessary, and use the SAME one everywhere! Try not to create one logo for Facebook and another for LinkedIn.
- Messaging – Last but not least is your messaging. This is the content you use to position your company. This is VERY important and not to be taken lightly. Your message is who you are and what your organization is all about. Think mission statement, your purpose for why you are in business. Social media is a platform to let people know all about what you do and position you are an expert within your industry. Every post, tweet, event you talk about online should convey your business as a leader. Go back to your web site and look at the content. Some of this can be used on your Facebook and LinkedIn business pages. Again consistency is key.
Take away – Use a marketing person or a graphic designer within your company. If your company does not have an internal department, find an outside consultant to implement the above items. Don’t try to go it alone thinking you can do it yourself. Often the results look like you did and that’s not necessarily a good thing!