A successful social media rebranding strategy includes understanding your goals and your audience. If you think it might be time for an update, here are some tips for rebranding your business on social media.
TAKE A HOLISTIC LOOK AT YOUR CURRENT SOCIAL MEDIA STRATEGY
The first step in social media rebranding is to identify and define your current social media strategy. It is important to assess your strategy in terms of post frequency, tone, visuals and content. Is your brand clearly established — both visually and conceptually? Do your current social media efforts reflect the current social climate?
Next, take a look at your company’s social media performance and analytics to figure out what’s successful — and what’s not. If the various platforms on which you’re posting don’t have synergy (different handles, profile photos, headers, bios, descriptions, etc.) and your social media accounts are experiencing lower engagement than in the past, or the ROI is not on point for a paid campaign, then these are signs that you may need to rebrand your social media strategy!
RESEARCH YOUR COMPETITORS
Now it’s time to see what your competitors are doing. See if you can identify their overall social media strategy. Performance stats, such as followers, engagement, views, shares, likes, comments, etc., are important to note, but is the page aligned with the brand’s standards? What kind of content are they posting — blogs, paid content, infographics, white papers, podcasts, videos?
Determine what they are posting about — is it pop culture, themselves, clients, projects, current events? What is the company culture? Do they include their employees on posts across their social media platforms? What does the company culture look like? Make note of what you would like to adopt into your social media rebranding strategy.
Before you can set some goals, you will need to establish your problem areas. This will allow you to form clear goals and make necessary adjustments when it comes to your social media rebranding. Here are some of the most common problems with social media
- Declining engagement and followers
- Inconsistent post frequency across social media platforms
- Lack of variety in content
Once you have identified what is not working, you can establish SMART (specific, measurable, achievable, realistic, timely) goals for your social media rebranding. Creating meaningful goals will allow you to stay on track and continue improving.
CRAFT YOUR MESSAGE
After establishing what you’d like to achieve, decide how to inform your audience about your new social media rebrand. A cohesive message to convey why you made this change is crucial. Check out the following examples:
- “We are reimagining what it means to be a … business. Starting in 2022, we will be refreshing our brand to reflect our company culture.”
- “We are updating our brand, so our look might be changing but our services, values and customers remain our top priorities.”
CREATE A CONTENT CALENDAR
Drafting a content calendar will help you organize your posts and ensure a steady stream of content to keep your audience engaged. Make sure that you harness the power of your existing content and repurpose your assets. Content ranks highest when it’s relevant and useful. According to Forbes, creating content that will be shared organically by its readers should be the number one priority in the online content strategy for the rebrand.
MAKE VISUAL CHANGES
Don’t forget to update your social media profiles to reflect your new brand’s visual identity! Make sure that your customers, both current and prospective, are still able to recognize you. Focus on your imagery and colors and think about the type of images you want to post and what colors characterize your brand and why.
Staying organized is key when it comes to maintaining a social media rebrand. Sure, social media rebranding can be overwhelming, but it is easier said than done. If you’re looking for an agency to partner with your team for your rebranding efforts, Comprise is here to help! Reach out to us today!