Social media is a very powerful tool for allowing businesses to efficiently and economically develop a strong brand presence in the marketplace. This is true not just when it applies to brand outreach, but also brand development at it’s core.

At Flying Pig Communications, we work with a lot of start-ups and small businesses that are at the forefront of establishing who they are, in the mind of their consumer. These businesses have found amazing success in developing that core brand foundation by relying on social media as their platform.

Unfortunately social media is so new and omnipresent, it can seem overwhelming. This prevents many business owners from taking advantage of the opportunities it presents them. Never fear…you started a business, you can’t be a coward…here is an easy four step protocol to help any business owner develop a successful social media branding program:

1) Know Who You Are

Before embarking on any marketing campaign, but especially a social media one, which operates on such a personal, conversational level, a business must establish a clear vision of the following cornerstones of brand development:

-What is the goal of your business/service/product? This should have nothing to do with sales or your personal profit/success. This should have everything to do with how your business can make your customer’s life better. Why in the world, with all the many products and services out there, would your customer benefit by choosing you?

-What makes you unique? Why would your customer choose you over the 15 zillion other ‘you’s’ on the market?

-What personality do you want to convey? Make your business human. People like working with other people, not other things…and social media gives you the power to develop a voice, literally! Develop a personality for your business and keep it consistent in everything you do. It could be your personality, it could be one you make up….have fun and always consider what will best appeal/resonate with your target audience.

Just like life, you need to know who you are before you can attract others. Building a brand is more about a snappy logo or catchy slogan. Building a brand is about telling your customer a story about who you are, what you believe in and why they should trust you.

2) Develop Your Strategy

Once you feel firm in your answers above, moving on to the actual social media program is easy. Only two questions remain;

-What social media channels will best help you express who you are.

-How will you keep it consistent.

Don’t try to tackle the whole social media sphere in one swoop, more isn’t better, better is better! Choose your poison (but make it strong).

Choose the social media mediums that will best let you both target your ideal customer and express your brand. Know your limits, a good marketing campaign is the one that is properly executed, not the one that sounds good on paper.

3) Prepare for the consequences

Be aware of the power of social media, both for good and evil. It can be a double edged sword, and once you commit to a plan you need to make sure you maintain consistent and communicative with your audience.

4) Enjoy it

Most of all, have fun! Imagine social media as a web 2.0 way of shaking hands and kissing babies. Talk to your customer, enjoy them…serving their needs is the reason you went into business in the first place!

Guest Author: Laura Petrolino is Founder and CEO of Flying Pig Communications. A full service Marketing, Communications and Business Consultancy Firm that specializes in working with start -ups, small businesses and non-profits.