Build Your Brand

Audience Persona

"Marketing personas put a proverbial face to your customer base, allowing you to better define and market to your most profitable customers... Social media personas are fictional representations of your ideal customers. Taking into account factors such as demographics, desires and pain points, personas paint a picture of the individuals you’re trying to sell to. In other words, a profile of your perfect customer." (7)

Brand

"A brand is a name, term, design, symbol or any other feature that identifies one seller’s good or service as distinct from those of other sellers....a brand “is an intangible asset” that is intended to create “distinctive images and associations in the minds of stakeholders, thereby generating economic benefit/values." (3;4;5)

A brand is your organization's "personality". Your language, speech style, word-choices, visual patterns, what makes you memorable or distinctly you. (2)

Brand Awareness

"social media metric that captures how likely people are to be aware of your brand... the amount of attention your brand gets online in the form of mentions and engagement. The more people are talking about you online, the greater your brand awareness." (1)

Crisis Management

"the art of addressing a crisis to minimize the amount of damage caused and get things back on track as quickly as possible. Every organization should have a social media crisis management in place to manage social media risk and be prepared to respond quickly if crisis strikes." (1)

Engagement

"any form of interaction with your brand on social media. Likes, comments, and shares are all forms of engagement." (1)

Impression

"metric that counts how many times an ad or promoted posts is fetched from the server and displayed on a social network. It is not a measure of how many people have seen the ad. For example, one social media user might have the same ad appear in their newsfeed multiple times over a certain period. Each of these instances is counted as one impression." (1)

Messaging

"how an organization talks about itself and the value it provides. Related to positioning, messaging is an approved set of key points or messages an organization uses to communicate about something with a target audience. Messaging translates a positioning statement into a set of convincing “key message” statements. Marketers use these statements to develop materials for marketing communications such as ad slogans, advertising copy, social media posts, press releases, presentation scripts, and so forth. Messaging documents are a blueprint for what all the other materials–and people–should communicate." (6)

Online Presence

The impression you make to any user on an internet platform.

"The basic definition of an online presence is this: the collective existence of a company or individual that can be found online via an online search. Technically speaking, if you have a website [or profile on a social media platform] you have an online presence." (8)

Return on Investment (ROI)

"Social media ROI is a measure of how much you get out of the time, money, and effort you put into your social media strategy. It’s a way of evaluating which strategies provide the most value, and which areas of your strategy may not be delivering enough return." (1)

Scheduling

"Scheduling involves planning social media updates and content ahead of time using a social media management platform or other publishing tool. Scheduling saves time by allowing users to draft several messages at once, often as part of a publishing approval process or larger marketing campaign. It also enables posts to be timed for audiences in various time zones." (1)

Social Listening

"Social listening begins with finding and assessing what is being said about a company, topic, brand, or person on social media channels. Then, the social team takes action based on what the analysis reveals. Taking action could be as simple as responding to a happy customer or as major as revising the brand strategy." (1)

SWOT Analysis

An analytical tool which evaluates the organization's:

• S- Strengths: What internal resources, factors, and experiences are beneficial to your organization?

• W - Weaknesses/Challenges: What internal factors can your organization improve on?

• O - Opportunities: What external forces, or things you cannot control, can positively impacting your organization?

• T - Threats: What external forces present an issue for your organization?

Targeting

"Targeting is the practice of selecting a specific audience for social ads to maximize conversions. Social networks offer many targeting options based on factors like demographics, location, and interests." (1)

User-Generated Content (UGC)

"content created by the regular people on social media, rather than brands. Brands collect that content through contests, branded hashtags, or simply reaching out to ask permission. When brands re-share that content with their own followers, they’re implementing a UGC campaign.

User-generated content can help increase brand awareness and customer loyalty by allowing businesses to tap into the excitement and creative energies of their customers." (1)