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Social Media & Building a Brand

[vc_section][vc_row][vc_column][vc_column_text]Facebook’s Q3 2021 earnings call opened with an interesting statistic–3.8 Billion users are using at least one of Facebook’s applications (the big three being Facebook, Instagram, and Whatsapp). That’s 49% of the total population of the planet. TikTok, as of September 2021, hit one billion monthly active users, while Youtube cites 2.3 billion active monthly users, with hundreds of billions of hours of watch time year after year.  Safe to say that no matter what kind of business or service you’re looking to promote–social media needs to be the center stage in your strategy for building your brand, growing your community, and turning your customers into brand ambassadors and advocates.

Social media is the new town square where users get their news, entertainment, politics, and gossip. These very public forums provide enormous advantages to the savvy entrepreneur looking to build buzz about a product or service; they also open up brands and businesses to risk as the same public forum used to create a brand can be used to burn it down. Brand Trust is on the rise–customers are pickier than ever. Businesses with untruthful, manipulative, or unethical brands are quickly identified by customers and often called out publicly for their shortcomings. Usually, how brands handle this type of feedback can be a crucial indicator of the health of that brand’s social media strategy. Engaging with customers on social media with a consistent brand voice is a significant first step towards building a positive brand community, but it can spiral out of control quickly. Whole forums exist dedicated to companies ruining these social media interactions. Your customers want to trust the people they are doing business with—full stop. Consumers want to be empathized with, and they want their Brands to value what they value and to operate ethically, equitably, and with a positive impact on society.

Customers, particularly the newest generations of customers: Gen Z and Millennials, want to be treated with dignity and engage with the brands they shop with–Social Media is often an excellent forum for consumers and companies to dialogue. Still, it also provides a platform for customers to interact with each other, opening enormous possibilities for community building or disaster. Customers will be aware of how brands respond to critical issues—bad reviews, misaligned interactions, or negative societal impact can all affect a brand’s reputation.

According to Edelman’s Trust Barometer Special Report, 81% of consumers reported, “I must be able to trust the brand to do what is right.” Survey results list brand trust as one of the top buying considerations besides value, quality, convenience, and above items like reviews, reputation, company values, and environmental impact. Social media is the perfect space to talk the talk & walk the walk. Using the platforms, companies, and brands can engage with their customers, solve issues, address misinformation, bad reviews, or negative news, and receive feedback all in a public way. Your customers are paying attention to these interactions, and the very last thing you want is ending up on some Reddit posting highlighting a less-than-stellar interaction your business is having with a customer. By facing these public risks head-on, openly, honestly, and by treating your customers with respect and value, you begin the process of turning customers into advocates for your brand.

Of course, the massive downside to all of this is the amount of time that Social Media efforts can take. Companies cannot drive engagement without regular, consistent content on their platforms of choice. Not only does the content generation need to churn regularly, but that content needs to be supported by a (hopefully) human who can continually monitor engagement on those posts. It’s a full-time job or the perfect opportunity to bring on some outside help. Prophase has packages and individual services that can meet any business’s social media engagement needs, large or small. We can work together to establish your brand voice, generate exciting and meaningful content for your customers, and engage with those customers to build a community of advocates around your brand.[/vc_column_text][/vc_column][/vc_row][/vc_section]

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The Client

Hail Shelter Car Covers are the only covers on the market today that truly protect against hailstorms. Many claim to protect against hail, but they just fall short. Until now, the idea of a versatile car cover that protects against hail did not exist. Their covers are engineered with unmatched Multi-Layer designs consisting of three patented, industry-leading, protective materials. The High Impact Absorption Materials are engineered to protect your investment from Hard Impact. They tested well up to Pool Ball (2″) Size Hail.

The Challenge

There is a large market for car covers of all kinds, but our duty was to help this company differentiate itself against competitors. Additionally, they don’t have a physical store – meaning we needed to convince those to purchase something without ever feeling it or seeing it with their own eyes.

The Solution

We’ve focused our social strategy on making known what makes this car cover so great compared to others. We’ve mixed social mediums – graphics, videos, and a contest. We wanted to highlight the emotion between a person and their vehicle and why it’s important to offer their car protection.

The Results

  • Sales have increased, resulting in this company needing a larger manufacturing facility.
  • Instagram & Facebook reach and profile visits have down exponentially from the start.

The Testimonial

“We have been working with ProPhase marketing for almost a year now. We tried to manage all our social media in-house, but it took too much time and was not as efficient. We needed professional help, so I did a lot of research and decided on ProPhase marketing because of their flexible plans. I was immediately impressed with their quality of their product and service. They are extremely professional, courteous, and very knowledgeable in their field. We get many compliments on our posts. The feedback is that the posts are professional, simple so as not to confuse, and consistent. I work closely with my account manager, Paige, and she is awesome! I could not be happier with ProPhase marketing. I’m so happy we found them!”

The Client

Meat Asia BBQ is a growing and developing Brooklyn-based food company specializing in Asian skewers and so much more. They want to build brand awareness and pivot social media content to reflect a more Asian, modern, pop and graffiti style.

The Challenge

Meat Asia is event-based and does not currently have a website. They want to pivot their content to a more eye-catching and graphic style. Overall, the challenge is to create great content that will connect with people and gets them to order their food and attend their events without external information, like a website.

The Solution

We’ve focused on developing the style of the images with a mix of Asian and New York flair. It has included adding their logo to very dynamic art and photography, making memes with manga, and editing “urban” photography with their branding. It’s all about being fun and creative.

The Results

  • Overall, we increased their following by 14% in 21 days
  • On Facebook, we increased their following by 20% in 21 days
  • On Instagram, we increased their following by 14% in 21 days
  • On Instagram, we increased total engagement by nearly 80% in 21 days

The Testimonial

Our Sales Team received a voicemail complimenting their Social Media Specialist on how happy they are with how services are going so far. They reiterated this sentiment with “OMG, you nailed it!” on recent feedback on new content.

Social Media Service Estimate

Please fill out the questionnaire to receive an instant quote on your social media management costs. We appreciate the opportunity!