3 Ways to Build a Brand Personality

It’s been said again and again: A successful business must differ itself from its competitors on social media. Determine who your audience is and speak to them accordingly. Be present on social media so your customers can find you.

BUT, a company needs much more than just a presence on social platforms. A successful company will have a brand personality that draws a customer in and keeps them engaged to retain them as a loyal fan of the brand.

Here are 3 ways to build a brand personality online:

1. Know who you are. 

You, above everyone else, needs to know what your brand represents. Take a day and discuss the following: What is our unique selling proposition? What specific demographic are we targeting? Where is our demographic on social media? What content would our demographic want to engage with?

By getting to know your brand BEFORE setting up a social presence, you’ll be on the right track to creating a personality that will resonate with your fan base on a deeper level. This foundation is key to any company hoping to infiltrate and stand out among the millions of other messaging on social media. Plus, it’ll give your fans a connection to your company that they’ll remember.

2. Have a strategy.

Once you’ve established who you are a brand, it’ll make strategizing that much easier. At this point, take time to document a solid digital marketing plan. Then, think about how you can incorporate a successful content marketing, social media and paid support strategy.

Remember that these documents are not final. They should always be evolving as your company, brand and product evolve. Having said this, each strategy should be thoroughly thought through and executed as accordingly to who you are as a brand.

3. Hire the right team.

Don’t wing social media, especially with a brand new personality. Trust us, it won’t end well. If this is not your strong suit, trust someone with experience to handle all digital marketing so that you can focus on other things.

Who can you hire? A social media director, a digital strategist or a community/brand manager will do the trick. There are so many names for people who do the same type of work that it’s dizzying. No matter who you go with, make sure that they’re comfortable on social networks, can create quality content to help your brand stand out and know how to read metrics to understand what’s working and what’s not.


No matter if you’re a newbie or highly experienced within the space, building a brand personality is key to running a successful company online. With knowledge of who you are as a brand, an overall digital strategy and the best team to help execute your ideas, you’ll be well on your way.

Tell us: Does your business have a brand personality? If so, what is it?

– Samantha

Facebook Knows What You’re Watching & Hearing

Facebook Feelings App

As of Wednesday, Facebook launched a new opt-in audio recognition feature to their platform that can identify songs and TV shows that you’re listening to or watching, then help push the content into a post to share with friends.

Although this new app is technically part of Facebook’s recent “Feelings” feature (see photo below) and makes it easier to share what one is listening to or watching, it also allows Facebook to collect data from its fans at an even faster rate. For example, if the tool is turned on but the user decides not the share the post, Facebook still keeps the data. As there have been 5 billion “Feelings” posts in the last year, this new addition will only help the growing platform obtain more and more information about its users.

Facebook Feelings App

Sound scary? It should to a certain extent. Although Facebook has noted that no actual audio will be recorded, nor will your information be shared to company servers or be monetized, it is a creative way to allow fans to share more — and not just with their close friends. As a tip, always be aware of how much information you’re providing others.

This will be a slower roll-out for all users, but keep an eye out for the new tool coming soon!

— Samantha

3 Quick Tips to Be Successful on Tumblr

1. Be Authentic. Although this is nothing new, it is a good reminder for brands who try to push to many brand-centric messages to their fans. Instead, try to be real with people!

2. Test and Learn. Another important piece of all social and digital marketing, but one that is not implemented as much as it should be. Don’t fall in love with one idea — or get upset when something doesn’t work out as planned. Be flexible, learn & move forward.

3. Focus on Images. Although having great copy is always a must, making sure your images are just as amazing is important as well. Make your creative interesting, unique and eye-catching to get people to truly engage with you brand.

–Samantha

Brand New Look for Facebook Brand Pages

New Facebook PagesIf you haven’t noticed already, Facebook has started to implement a brand new look for brand Pages (on desktops) that allow users to more easily access information — and help administrators behind each page find the tools and analytics that they need the most.

First, Facebook has updated the overall Page timeline. Now, you’ll see a column on the right side of the timeline that shows all of the brand’s posts. On the left, you’ll find a new column housing all of company’s important info, such as hours of business, phone number, location and website.

If you’re an admin, you’ll love how easy it is to view information about current ad campaigns, unread messages and notifications. There are new options at the top of the page that will make it simpler to view current and past activity, insights and settings. Additionally, there is a new Pages to Watch feature, which permits admins to create a list of Pages similar to the brand at hand to compare performance and engagement rates.

New Facebook Pages to Watch

For more about the updates made to Pages, check out the link here.

— Samantha

LinkedIn Study: 81% of Small/Medium-sized Businesses Use Social Media

Small Business on Social Media

About 81% of all small and medium-sized businesses use social media, based off of a recent LinkedIn study. Out of the companies that do use social, 94% of them are using it for marketing benefits — especially those that are experiencing high volumes of growth.

Finally, businesses are beginning to realize that having a social presence not only increases brand awareness, but also help push customers down the purchase funnel. Having said this, almost 75% of companies experiencing growth increased their social media budgets, including more online ad spend, hiring community managers, etc.

Lana Khavinson, the senior product manager at LinkedIn says, “We know that for SMBs the greatest challenge is attracting and retaining customers. Here is a really clear indicator of the value that social media is providing to companies that are rapidly growing.”

As the numbers of those small and medium-sized businesses using social increase, many social networks are benefiting, beyond LinkedIn (who has hundreds of thousands of small business entrepreneurs within it’s member base). For example, Facebook and Twitter, which both boast several million businesses with active accounts, will gain significant ad revenue in the future. We’ll see this start to take place as companies start to pay to rise above the clutter in people’s Newsfeeds on Facebook, and as Twitter expands its “self-serve” advertising ideas around the world to further attract small businesses in places like Canada and the UK.

We’ll be interested to see how much each social network can rake in over the next few years. To us, it feels like shooting fish in a barrel, especially as such networks are literally writing the rules to how marketed content is shown to customers.

Tell us: Does your small business utilize social media to its fullest potential?

— Samantha

Valentine’s Day Conversations on Social Media

Happy Valentine’s Day from Sike Social!

To celebrate, in true social media fashion, we’re bringing you a recent infographic from Radian6. Below, you’ll see that love was in the air as over 8 million mentions of the special day were immortalized on various social platforms from February 1st – 12th. Thanks to some great social listening, we can confirm that everyone loves to talk about… LOVE!

Enjoy the day!

– Samantha

SalesForce Valentine's Day Infographic

4 Ways to Upgrade Your Social Marketing Optimization

Social Media Optimization

SEO (search engine optimization). Many of us have heard about it, but are you actually changing your social media content to make sure your brand makes the most out of SEO? As a quick refresher, SEO typically speaks to link-building. The higher number of links to (and from) your content, the higher it’ll be ranked in Google search, which means more eyes on your site or content.

While these links are important to consider, Google’s latest “Hummingbird” algorithm update in August forced brands to take a second look at optimizing their content for social. For example, Google +1’s rank in the top valuable factors in SEO, which automatically increases the value of all other social shares — Likes, Shares, RTs, etc.

Below you’ll find a few ways to better your social marketing optimization or SMO:

  • If applicable, use a catchy title that is optimized specifically for SEO. Focus on long-tail keywords that will help you better understand user’s intent — and be sure to come up with a few shorter copy options to use on social media platforms.
  • Edit, edit, edit. Make sure all included links are working properly and that all copy has been reviewed multiple times to avoid spelling mistakes.
  • Use images! As we’ve stated time and time again, posts with creative imagery will typically receive the most engagement. Make sure to keep actual post copy short and eye-catching too!
  • Keep engagement numbers high with captivating questions or other CTA’s (call to action’s) like “watch this video” or “click to read more.”

Tell us: Does your business pay close attention to SMO?

— Samantha

4 Tips for Better Facebook Posts

Making a Facebook page for you company is one thing. Taking care of it to encourage growth and brand awareness is a horse of a different color! In order to succeed on this mega platform, you have to use some elbow grease and a knowledge of your audience.

Here are a few tips that will put you ahead of your competitors:

  1. Use bold imagery. If you want to get your fan’s attention, use bright, colorful, striking photos. In fact, photos receive 5x more engagement than links and those featuring faces rate even higher. It’s no wonder why Facebook paid $1 billion to purchase Instagram!
  2. Keep copy short & include a CTA. About 70% of fans access Facebook via mobile, so you should be motivated to write short & concise copy. As we’ve seen many brands do, a paragraph of text simply don’t work & you’ll lose your audience before you even get their attention. Try to include a question, fill in the blank or simply request people to ‘watch’ or ‘share.’ Be sure to make it a low barrier so the customer can actually do it with ease.
  3. Figure out what works. Check out your Reach and Engagement numbers (in Facebook Analytics) to gauge what post are doing well — and which are not. After a few weeks of consistent posts, this data should help you figure out what your fans like engaging with so you can do more of that in the future!
  4. Target & boost posts. When you can (& if your audience is large enough), try targeting your post by gender, location &/or language. By doing so, you’re narrowing your target to a specific demographic, which could mean more eyes on your content (versus throwing a ‘big net’ & hoping for the best). Lastly, consider a bit of paid support via boosting posts to counter Facebook’s recent algorithm changes. Do it early — within the first 24 hours — and make sure you’re pushing posts that received high levels of engagement early.

Got a tip to add to the list? Tell us below!

— Samantha

3 Things to Do Before Launching a Social Initiative

Social KPIs

You’ve successfully created one or more social platforms for your company and even built a loyal community online. You’ve made tracking your social growth a priority and now you’re ready for more! It’s time to launch your next social campaign (contest, giveaway), but what do you determine the objectives and keys for success?

Figure out your objective of the campaign. This part is important because without an objective, you won’t be able to drive the overall strategy. An objective is the reason WHY you’re launching this social initiative to begin with! For example, is it to drive brand awareness? Increase engagement? Get more fans and followers? Although each company’s campaign initiative will be different depending on the idea, make sure you choose one (or more) that you want to achieve!

State how you’ll measure success. Also known as Key Performance Indicators (KPI’s), these metrics are what you and your team will use to measure success with the campaign at hand and what will ultimately help determine your goals. Make sure that your KPI’s align with your overall objective. We suggest looking at Comments, Shares, Likes/+1s to start, but other indicators to think about include:

  • Overall views & unique views
  • Time spent on your site/page
  • Engagement rate on social platforms
  • Contest entries
  • New fans, followers
  • Newsletter/email opt-ins

Set goals for your campaign. At this point in the process, you need to develop a set of goals which will help determine a return on investment (ROI) after. To get you thinking, talk with your team to understand how long the campaign will run for, what will drive traffic to the campaign (including a specific number of posts/tweets and possible paid support), what are possible conversion numbers (entries, shares) and how much fan growth is expected.

Once you’ve completed all three steps, you’ll be able to better track your campaign online. Repeat this several times and you’ll add an economic value to each indicator to truly help you measure the value of the initiative in relation to how much you’ve already invested.

Got questions? Let us know below!

— Samantha

3 Ways to Handle Unruly Social Fans

Delete Facebook Post

As a community manager, you always have to monitor your social platforms. Why? Because no matter how great the content is that you post, there is always one fan who puts down your post, highlights a typo error or continues to spam you wall with angry comments with our without profanities.

Although your first reaction may be to delete the comment or ban the user, here are a few other options to handle those unruly social fans (in a professional manner):

1. Respond to the Comment. Respond to the fan in a timely fashion (the sooner, the better) by thanking them for commenting and providing an answer or another support outlet where they can receive help from your company. By responding to all comments, whether negative or positive, other fans will see that you care and your brand will earn credibility within the space.

If the case arrises when the comment is serious and needs more support than you can provide via social, take the conversation ‘offline.’ Provide a secondary email address that the fan can contact to further discuss the issue at hand. By taking the conversation off of social media in a professional way, you’re not only giving the best service to your customers, but will give your company the opportunity to diffuse the problem in a less public way.

2. Hide the post. Although we don’t recommend doing this unless a comment is offensive (includes profanities, etc.), as a community manager, you must make whatever call is best for the brand. Will this offend other fans? Would the post be considered spam? If so, hover over the right-hand ‘x’ and click ‘Hide’ on the Facebook post in question. When a post is hidden, only the fan who wrote the comment and his or her friends will be able to see it. One can always ‘unhide’ the comment if necessary. Make sure you respond to a comment before hiding it!

3. Delete the post. This is a touchy action that not every digital marketer will agree with. One point that is true? As a representative of a company, you don’t want to get a reputation for deleting user’s comments, especially because their backlash will come back ten-fold which only means bad news bears for you. If it is necessary (and similar to hiding a comment on Facebook), hover over the ‘x’ in the upper right-hand corner and click ‘Delete.’ Once deleted, you can click ‘Undo’ to get the comment in a hidden form, then click ‘Unhide’ to bring it back completely.

With the option to delete, comes the power to report the content and even ban the fan. For those posts that are too aggressive or provocative, these options may be best for you.

When reporting content, you’ll have the option to flag the post as spam, a personal attack, hate speech, violent or harmful behavior or sexually explicit content — then it’s up to Facebook to decide what to do with the user. When you ban a user, they’ll be able to see the page, but will not be able to comment or post on any content. Note that a CM can ban and un-ban users from the admin panel. Note: If you don’t ban a fan permanently, be aware that they can go back and Like your page again.

Ban a User on Facebook

Bottom line: You’re always going to have problems with some fans who are negative people or simply don’t like your brand — it’s inevitable. Do you best to handle the situation in a professional manner and be confident that if it gets really bad, you can delete comments and even ban a user entirely. Good luck!

— Samantha