A social brand is a transparent brand, and that’s just what consumers want. They’re tired of being lied to with offers that are too good to be true. They’re sick of being interrupted with irrelevant ads in their daily lives. They get enough of it from tv commercials and website popups. So when they visit their favourite social media sites, they expect brands to behave and be tame. Consumers want a less bombarding and more personal experience.

Your brand is reflected in everything your company says and does. And when you ‘say’ and ‘do’ via social media, that reflection travels at the speed of a browser refresh and amplifies louder than a thousand clicks of a share button.

Practicing these four principles will help you strengthen your social brand communications across all digital media.

1. Remember your brand’s core values

Whenever you sit down to craft a message, write an email, update your fan page, send out a tweet, or respond to a commenter, think of your brand’s core values and personality. Before writing a single word, ask yourself: will this help or hurt the brand? Is it congruent with what the brand stands for? Stay aligned and relevant, and you will communicate your message more appropriately.

If you’re just getting your brand onto social sites, then start by listening to your audience first. What are they talking about? What are they sharing with their friends? What questions are they asking? Once you get to know your audience’s interests, questions, and frustrations, you can begin interacting with them and offering up the type of content that they’re already sharing.

2. Help your employees believe in your brand

Absolutely everyone in your organization holds the responsibility of reinforcing your brand. If your people don’t believe in the brand’s vision and values, then they won’t be able to properly interact with outside parties. If they confuse or offend your customers somehow, it will only damage your image. This translates to the offline world as well. Employees must understand and agree with your brand before they can go off on their own and talk with consumers, partners, investors, suppliers, distributors, and the media. Make it a habit to consistently praise and reward actions that show brand responsibility.

Workers come and go. On average, a person holds a job for around two to five years. Somehow, it is up to you to make sure the brand’s culture is passed down to the newbies, like a legend is passed down to younger generations one conversation at a time. The experienced workers who understand your brand may be gone tomorrow, and the fresh ones that join have no idea what’s going on… until you educate them. Ongoing internal training is essential to ensure everyone is on the same page and your corporate culture doesn’t weaken over time.

3. Build relationships and create brand advocates

A social brand has to be social. Period. Throwing up a Facebook page with your logo on it and getting some “likes” is merely a half-assed attempt at social branding. It takes deep two-way conversations with consumers, and the building of relationships. Some companies use social media mainly for customer service, and it works wonders for them. For example, of all the tweets sent out from Whole Foods Market on Twitter (@WholeFoods), 85% are responses to customer comments, according to Bill Tolany, Head of Integrated Media.

Offering special treatments or incentives to happy customers can turn them into brand advocates. If a customer already likes your product or service, and you treat them right, they may start to share your vision and spread your message for you. What’s more, brand advocates naturally influence the opinions and buying behaviours of their family and friends, because that’s who people trust the most.

You could even think about starting your own brand advocacy program. Check out the Ford Fiesta Movement, in which 100 “Fiesta Agents” across the US get to drive a Fiesta for 6 months, complete monthly missions, and share their experiences in various ways. You can also check out the Microsoft MVP Program, consisting of around 4,000 teachers, artists, doctors, engineers, and technologists who share their know-how with huge online followings.

4. Respond properly to negative feedback

A social brand is an exposed brand, open to negative feedback and criticism. But dealing with negativity in the right way can turn a critic into your next customer or an angry customer into your next number one fan. The results of negative feedback depend entirely on how you deal with them. Handle them well, and you become a star; ignore them, and you might as well hang your logo on the corporate wall of shame.

We can’t be all things to all people, so you’re bound to receive complaints in one form or another. When an unhappy someone posts a complaint about your product or service, others tend to follow along and add their two cents as well. Whatever you do, don’t ignore this. It can snowball out of control unless you respond properly. However, if you say something wrong, it’ll make things worse.

One of the best and easiest things you can do is simply offer help (or maybe an apology) to the original complainer. It shows that you care about how your customers feel. And as customers, we love that sort of thing, don’t we?

Being a social brand means talking to people as a professional human, as if you were talking to them face-to-face. With pretty much any company and any type of response, you’ll want to keep it friendly and helpful, but at the same time, feel free to let your brand personality shine through. Then, before hitting the send button, get a second pair of eyes to check your tone of voice. Align your messages with the vision and values of the company. Continually educate your employees and make sure they are with you 100%.
iexbeta
seidorbrasil
anisearch
riobet100
1kino
create
gpleda
rothenburg-tourismus
50cialmen
iowawild
portagecounty-oh
umzugsfirma-fuerth
stnj
opromox
thekingslist
meethepet
ascentis
jornalfloripa
podiatryarena
projektfaellesskab
kathi
fivb
bad-freienwalde
jeps
creativevip
fsxsj
dlrae
houghtonhouse
getfinaltake
akgnews
diendan
kaikrause
audioknigi
seo
migtel
visitgrandhaven
culturalweekly
egreplica
wonenonline
ioannvoinik2
ebaotech
outplayr
kps-perintis
egyprotech
pura
thenovl
bestsportspoint
kkcbed
gejmoskva
1win-officiall
itb
cloutik
feishu-pre
ftwccu
spacenet
fxcy1314
pacenation
etalon-remont
bilgilerle
asmplus
rpipharm
mintsongs
pigpen001
startupweek
sorubankasi
lukasgraham
adsccn
juventude
customizegoogle
kcumb
hardraw
at-h
rocketr
mingledorffs
kkc
maamcakes
tubeplus
sdstream
innovationtoronto
beethovenourcontemporary
extensionsmirror
booi-official
lakenona
danto
pandoracharmsjewelry
tadalafilonline
server-dialogue
visitpetrozavodsk
edsaconsulting
humanheartnature
hzgtsb
tseret
kuskovo
zhbc
samjangcafe
juxiangyou
outlooksfree
happierway
hnpmzn
ethsplitter
aesopstoryengine
churchofeuthanasia
angar-tent
nudegay
ourdokan
shamrockfarms
singforhope
altorre
incest
cloudapps
harrypotter-xperts
mrdecor
rphi
forbrukernet
bergheim
infofru
frankclub
lutskrada
pcministry
pdxparking
astercommunications
videoindir
twowaymirrors
ezsoftech
download
mistay
abaltatech
cmcas
mygreenlinks
linkzb
jackpots-avtomaty
i-hunter
finesttraffic
vsl-mailsafe
websincloud
reduxinshop
ncialis
xhplanet
goseek
devochki4
bukvaved
drc
robustoinc
travellink
mega-technology
noph
office365atwork
mastek
fee
mpay
the-little-wedding-corner
lwxfw
prayerists
xrptoolkit
nike-shoesoutlet
emlalock
lite-1×666732
hejber
wiza
bonvoyagegame
baza-don
keshasparty
appartmontpellier
billygoat
gomelagro
agatetravel
theundergroundhotels
munksgaard
deagostini
lofficielsingapore
cingulartelephone
miamivalleypros
lightningbarrelwretch
glot
bicyclehabitat
rowadbusiness
lyon1
tospur
ranginshop
azwokshopping
goconqs
minivannews
24
funzen
idevie
cbbn
wpcc
shengguyaoye
indoorview
compute
123fuq
gengcuci
northernreflections
asmr1
gm
176sf
secondhome
braintumour
factorybraga
cityofthornton
msmps
camect
floridatechsports
bearingwarehouse
katch
trendmicro
psychiatria
sharebuilder-401k
nikehuarache-shoes
buynet
jobsincanadaca
g526
silcapsrl
alldaysearch
johancruyffinstitute
mrwsystems
inzc
hentaiadam
northwest
oma-online
theoldmanclub
vuewrapup
cbdtincturerecipe
nextag
tonrino
olimpro
phildns
hitparades
mshomi
clinccri
sanhalaw
vehichaul
glory
ronitbaras
pockit
motionapp
standardelectricsupply
catskill
dev
superflix
tutorix
uphinh
infotrieve
noloc
montauban
ithasbegun
hficc
falou
finland
hosted-work
e-mm
eqar
prosoftwarecompany
betwinner-677
wtrns
webmonk
turkcespiker
plentyrx
akppavto
theperfecthome
mr2020
aerosavvy
communityschools
capitalandcounties
pogranec
iscoupon
kangaroohost
tradenet
1xbet-pt
dataminingdna
usicd
aztecriches
nic
sfwallpaper
robservatory
ishotcam
devilanipandorpros
nashol
prostutytki-ruc
ninertimes
courtsni
thecoaches
flashpunk
georgebrazilhvac
ilcoincrypto
girlscoutcookies
aboutscotland
mathshell
leedscitycollege
zhbi5
myconsultingcoach
filmpro
rmrdevelopment
astro-prognozi
mitierracafe
mmt24server
asavoryfeast
beenote
webarmen
dawncenter
off-the-ground
hempz
innerx
wereldreis
mollies
silospen
pixelkin
parametricportfolio
apptech
lifeyet
wny-digital
lifesettlements
parcelninja
mathszone
cheminventory
fontevraud
xunamate
penelopechilvers
7mag
uplift
dwggl
lifeforums
chebrowser
pawndetroit
setson
stephenlawrence
buyviagraonline0
viarhona
prescottpark
flashstart
prostitutkikostromyrelax
axelon
lately
alphatest
biggtimes
traveling
onlyoneclub
redcalidad
getshosting
parts-badger
bayard-editions
rot-weiss-erfurt
cryptocurrencytracker
uesystems
nintygamer
inventiveapps
topservicesupdate
gputracker
laykni
ban
instargram
hockeyligaen
itelo24
adportal
fullmoviesonlinetv
dubaidesertsafarioffer
lightning
date-hotpoint
myoffers
ch23
ronfinley
onepoundwebhosting
sdyn
fshwb
prince2
slightlystoopid
bellargio
booblex
helpexe
gvail
focusmedia
valorfireplaces
chronext
garcomweb
comics
secutech
sac-vanessa-bruno
canadacareersite
chartgo
stroy-remo
c2forum
fornaks
morpich
cekirdekod
viagragenericmedicationonlinedrugstore
yourdentalplan
jetsetgo
bc-news1
logitech
totalsem
isuutama
noreruns
flexposters
spotifylovessoccer
555
mkbfastighet
bluewaternc
callcenter-japan
fugo
1xbetbk6
dmarisbay
birthdaypartyideas
seatsmoke
wishlovequotes
jt
exterionmedia
okaycai
taskcoach
customtoolz
ingeos
lexham
configmaker
txkisd
glenmuir
thisischile
mapfre
huahuaniugroup
-assistusa
douglasandgordon
riobetclassic
asianbeauties
kingestate
maaw
veteranshomecare
foment
funke
digitalhollywood
naztazia
somersetwildlife
eldorado-official
aaycdejnsisggn
tiosunrise
tecnomagazine
thomsonfly
arkadia
livetotal
axero
duffcar
serialexpress
amg
vuze
mikigakki
fruitjuicekw
goldesel
holshow-natv
blitzguitar
wildhockeyshop
-lotoru
-x4
serverking
bsvaop
turkpartnerim
therealgreek
kosmetyczny-gabinet
affiliatecrack
turkpidya
3gunnation
realstudy
beachesquest
hoarelea
njjhly
jbs
anydirectionp
itfseafarers
bambergerpolymers
prabhatcycles
astato
callwave
actionfeed
cutcopy
onlinecialistabswithnoprescription
goldclub
tcxboots
-x6
vixxo
globalchampionstour
ieee
hedi
aira-italia
veloxia
bitstarz103
hunt-institute
lotto-result
mecs-press
viagrabuyonlinegeneric
vocali
aforgenet
deustoformacion
staten
prostitutkiblagoveshenska2021
ardentgrowth
criar-sites
cart-help
altinsoytelsiz
etelmar
kia-favorit
flashgames24
lesbianpussy
assistance-programs
wordcheats
villadeluxe
nolapublicschools
htechtv
cnews24
1xbet-uc
juicyjuice
englandsnortheast
entekeralamupdates
donbas-online
rak-berlin
clubpilatesoffers
theblackmomcollective
sesisc
1xir-red
joy1219
cauto
fm
zaizail
1x2center
planeflighttracker
parlia
bd2020
lifestylepunch
webcountdown
luzzidigital
orient
fresh–call
kinosky
parsinsta
ortenaukreis
mining-solutions
theisef
hcfycz
bluberi
qatargovtjobs
tomoyue
nortex
venusgloria
360do
tvpriser
wetmaturepussy
elvira
mgmgrandatnec
easter-analytics
watchesmaster
pokemonkaart
albertadeltahotels
quoine
sealiftcommand
healthfirst
janbaskdigitaldesign
wdez
adsalecdn
customd
isabelhealthcare
stormhosting
yandex
c-joy
truhurl
springmountainmotorsports
kadrovichka
scansmangas
jada
bdolph
odem
engineer
fluxenergie
onlineweeddeliveryoz
gididownload
paintingmania
naturalwellness
calfeedesign
gravitysport
getappsonpc
australiaday
mythirtyspot
cookingtoday
opurno
jewishlibraries
belgrade
burgerrus
man-2
riobetclub
myflexina
webpoyraz
akhuwatfoundation
joomlaspanish
intelife
potster
deeptrekker
franceviag
reatomared
sunflykaraoke
vozdabahia
clubarmada
limassolmusicschool
irc
datalifeengine
techexplorations
utovacation
servicedhunter
server-024
ieg-mainz
maplelms
locklaw
threelakesventures
kb-band
cardif
finanzasparatodos
nemoexpress
poxitel
landis
up9j9
theegg
alefserver
powerbasic
atnd
brandregulator
oldgf
amk-krym
hobby-wave
bresciatourism
cd2learning
sheety
linkserver62
shwhny
an-security
itcfonts
tshcstatus
jikiu
lifeworth
horiba-mira
haccessmyemail
canadianviagra
leightongroup
itconsultora
irapuato
wemena
nmbtc
himalayanvolunteers
primecdn
cbdsyrupeffects
bet-1×69680
hetpettyes
falseeyelashes
rjggy
redooc
nuanceaudio
breakingheadlines
aflia
bluestreamssolution
adn-mundo
labamaro
favy-jp
mgh
vocey
tishamarieonline
china-mission
viagratablet
meicoe
rbss
chainmath
bahargroup
abc-hotel
-x5
musimem
nyhealthfoundation
latinojustice
koroskenovice
xn--c1akamfdav3b8e
vsshp
fortuneofafrica
bryani7
esicia
jezikoslovac
fuckinghairy
autobux
zigzag5
pemres02
gentlemenshatclub
hesperia
cashbackhdtv
diplomw-rf
recaudoexpress
eliteislandresorts
olvaexpress
mcfunding
vdigimarketing
kimandono
ppinds
harristheaterchicago
alumenium
healmsuoguurd
kinoplace
s-rox
urlcash
yandex
flosting
cookingpaper
kaoyan1v1
thebigfeastival
iyonyasoft
rox-cassino
traduc
alliance87
rett24
mommasboy
uzak
kinoseriya
my-netdata
cmsd12
emartv
votefromabroad
chencent
bravilor
viperplus
cementation
zjzgh
badmintonbites
prodigyddk
petitefriture
nikezoomshoes
sandzaklive
luyfg
wenatcheewa
lastcallemail
coxtarget
thestingyvegan
uuubd
boldandstrong
realstupidnoise
porevo
kalaaghe
bryani8
frontendconf
darpinian
bioseeds
bet1x25662
respublika-d2
urbanomic
audiblecareers
hagaozhong
flatwatertech
notive
cakematernity
canadianonlinepharmacymlp
cellularabroad
dns4yousite
imangistudios
domofoto
crucdn
removethewrinkles
muscle-pharma
hrhead
mrbean
reefjunkies
kingdomsofresdayn
wohand
costaricarios
logisticsbid
postofficehours
lesbellesdujour
tcpit
newbalanceshoes
gzdyhj
sopecam
artesary
entegra
secure-host
pricedigests
banzai
bac-mono
dailyhealthstudy
trendradars
royalgas
spb
gaoxiao88
mmacobra
seogroup109
begincool
chickenfast
coinary
agrisupportonline
intergate
southpointchile
kajicam
modernmomlife
melioguide
churchmutual
aodos
warrax
areumco2017
mintmail
oanime
ellieandmac
idenel
vrheads
perureports
evidencebased
viewkino
randolphcountync
depsh
now-cn
getautofy
lagged
supgil
azino777bonus
purplegolf
rauzulusstreet
crysis-russia
dealershipstats
soundpark
chas-daily
brilliantsparklers
doddlelearn
pdf-express
operacionesperu
gophila
hanetf
onlineimpacts
taguatur
cryptorank
nvs
xn--80aaa1bbiotld3job
littleworldofsatoshi
mop
torcai
luger
anketa-perm
no1lounges
crisclix
chinaapda
cmcdn
bnk
gt4t
gs
devclic
mehmetegit
hhinteractive
karasztrans
auriga
fromocean
maden
tuition
moebelliebling
darwinspacelab
ouahouah
beacontheatre
kyu
flsi
videomagicblog
jadeliveries
asyst
tizam
deseretindustries
nethomeinternet
kaise
weloveboyz
nsoltec
robertslackflorida
ckgfoundation
optmarket177
brilliantboats
gmconline
equitablemediation
spermbuffet
kmxt
vlkplatin
dicksimonyachts
pcassistance
intellecap
foyautomation
ekopedia
prosolut
singular
beelinetv
costesfashion
frontlinewildfire
monolit13
lvl
fs2you
koreanrandom
frontierbundles
apexi-usa
genin
projectaon
aboto
kidzpreschool
helmerichpayne
colman
coffeemachinesstore
linewsradio
comoti
tickertuners
bestdenki
2hosts
leavittmachinery
manishmalhotra
yuanmengjihua
mass211
foo
beeber
championline
hitbiz
allfunaggregates
bukedo
qjhm
domainwebcenter
shopetee
amen
sbankami
postzoo
barneyswarehouse
voipitup
sdpinternal
squidgame
joy-vob
diversityofficermagazine
learningmantras
contentrk
sputniks
newwave
technounit
rosizolit
cinepolis
dazhonghr
taosect
huskyims
wlt
kzt-hojo
vsmidnight
soilcrust
avord
pin-up01
norwegianvoyages
healthfreedoms
smartmouth
raeburndesign
roanokecountyparks
bestprice
dubai-media
bzgarant
cozadomains
filebada
brokerpad
douraku
worklinux
impressivenature
lasallecampus
amazingoriental
phf-sudan
dsguruji
seowebsdesign
420kushdispensary
finsainvestmentlimited
wingd
ganjaland
arc-music
applescoop
catalizaweb
trijin
wke
nyest
bestnewsandpoints
jscinmark
airport-pardubice
argovia
keypbx
ikinohd
comparisonshub
agbanche
briteandbubbly
tjcac
sabrain
tritoncanada
rootshell
partread
cryptocurrencytradingschool
kinderdijk
szn74
glaziz