Duck, Duck, Goose, Share!
Reaching your audience through the crowded, non-stop virtual supermall we call Facebook, you have to continually engage and surprise them. With the right balance of traditional brand reinforcement and the spontaneous X factor, you can maintain and grow relationships with followers and secure new viewers in the land of Facebook, as well as other popular social sites such as Twitter and Instagram.
Here are four tips that can help a personal brand stay relevant and buzzworthy on social media:
1. A Brand Must Remain Consistent
While you want to keep your audience on their toes, you also need to keep a consistent tone and look in order to establish a unique brand and gain mindshare. A baseline of trust and habit must be there in order to feel connected, but to avoid boredom you must deviate from the norm on a regular basis.
2. The Duck, Duck, Goose Approach to Messaging
In order to avoid “social numbness,” you must keep people guessing by spicing up your feed with atypical content once in a while. Basically, accounts must have a duck, duck, goose approach to messaging: the “duck” being a visual style that is dictated by an internal style guide, and the “goose” being a more random, disrupting post.
3. Variation Ratio That Suits Your Brand
A proper balance of consistency and newness helps build relationships and avoid boredom. If properly balanced, this “sneak attack” technique works on multiple levels. Like any social relationship, there has to be stability, but also an element of surprise.
A standard ratio of baseline message to variation is usually around 5:1, however many lifestyle brands have been successful with 3:1. Any variation higher than 3:1 can just come across as random and a consistent brand image may be lost.
4. Variation Should Include an Element of the Original Brand
Variety in posting is important, but you don’t want to lose the essence of your brand by posting something wildly different. While many social media marketers understand how to maintain a balanced ratio, some tend to approach that X factor post with either trite content or content that is completely off-brand. The key is to “switch it up” but still contain a thread of your original brand.