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Is your presence on social media an accurate representation of the current state of your business?
The average organization updates their identity every seven to 10 years, according to an article by Entrepreneur discussing why businesses rebrand. Common reasons for rebranding include repositioning your business to engage with new audiences, turning around a declining reputation, and updating messaging after a merger or acquisition. Regardless of the reason, rebrands are a major opportunity for businesses to redefine how others perceive them and their presence on social media. To learn best practices for managing your brand's social media accounts, read our whitepaper.
Social media plays an integral role during the rebranding process — it’s one of the main platforms that people use to interact with or learn about a business outside of the business’ website. Whether your business has recently undergone major changes (like the merger of Spredfast and Lithium to form Khoros) or you’re looking to overhaul an outdated social media strategy, there are five crucial steps you need to take when rebranding your social media presence.
With your identity established, it’s time to develop a posting plan to ensure your brand can consistently deliver great content. You should experiment with post frequency to see what generates the most engagement from your audience. To get you started, here are our research-backed suggestions:
In an interview with Forbes, marketing expert Neil Patel stated your post frequency should depend on the number of followers you have. For businesses with 10,000 followers or more, posting two times a day is the best way to maximize clicks and engagement. However, using this strategy with fewer than 10 thousand followers actually reduces clicks-per-post. So if you have fewer than 10 thousand followers, aim for one to five posts per month.
The co-founder of Copy Buffs, Dakota Shane, compiled data from 10 studies into an Inc. article that breaks down the ideal post cadence for each social media platform. While Shane recommends striving for 15 tweets a day, he notes that it’s better to have three quality tweets than 15 lackluster tweets. Rule of thumb: emphasize quality over quantity on Twitter.
The Instagram experts at Dash Hudson took a sample of 1,400 businesses to determine how often businesses should be posting. They found that posting more than once per day decreases the individual reach of each post, but increases your overall reach.
With that in mind, we recommend posting three to five times a day to build awareness during the rebranding process. Once you hit the desired follower count, consider scaling down to one post per day and shifting focus toward building a strong relationship with your current audience.
When it comes to YouTube, marketing-guru Jeff Bullas recommends looking at your competition and simply trying to post more often than them. In an example, he mentions a competitor was posting once a week, so his team began posting three times a week to position themselves as a more informative resource. Take a look at your competition and create your cadence by one-upping them.
According to Social Media Week, you should aim for five pins per day. Pin up to 30 times a day, but make sure to spread them out across all your boards and at different times.
In a DowSocial article, their experts suggest posting daily if possible, but a few times a week at minimum. There should be plenty of exciting information to share during the rebranding process, so let people know what’s changing with your business.
Bootcamp Digital recommends posting four to seven times a week with a mix of short videos, images, and story posts.
Overall, the most important key to success is consistency. Social media shouldn’t be a day-of task. Come up with a plan and deliver a consistent stream of content to your audience. Analyze the results of your efforts every month and make adjustments as you see fit until you have a proven method to generate engagement.
Consider a visual makeover to reinforce the idea that your business is changing. In 2015, Google surprised everyone by changing its iconic logo to a sans-serif variant that was designed to convey the company’s more modern and playful identity.
Use the rebranding process as an opportunity to update outdated design principles and make adjustments that convey the new tone of your business. Your change can be as simple as adjusting the font, or you can incorporate a hidden secret like Fandango did when they updated their logo in 2014.
While the “F” has always been a ticket stub, the logo redesign added a second “F” that combined with the original to make a full ticket.
Don’t just update your logo, consider overhauling your style-guide and changing your color palette to mark a significant shift across all of your content.
The final step in the rebranding process is to monitor the results of the changes you’ve made and look for ways to improve performance across social media platforms. Wait at least a month for the changes to take full effect, and then start looking at how past performance compares to current.
Not sure what to look for? Read about the essential factors of social media listening in our blog post, or see how Khoros Intelligence makes compiling this data easy so you can spend less time digging through reports, and more time engaging with customers.