Best Ways of Using Social Media to Express a Company’s Identity (Essay Sample)

BEST WAYS OF USING SOCIAL MEDIA TO EXPRESS A COMPANY’S IDENTITY
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Best Ways of Using Social Media to Express a Company’s Identity
Company branding has become a top management priority nowadays. Many employers have realized that human resources are the most important intangible assets they have. According to Bhattacharya and Sen (2003), the advent of social media has given employers a new channel for conveying job-related information (p. 79). This is to acquaint potential consumers with the products and services they offer. It has therefore become an important tool to all entrepreneurs who intend to promote their businesses. Despite having vast knowledge about the social media’s great contribution to growth of enterprises, many businesspeople still struggle to find the best ways to use it to express the identities of their companies and promote their brands. This paper discusses the best ways of using social media to express a company’s identity.
Companies always ensure they commit to authenticity, by clearly presenting the values and ideals in which they are rooted (Bhattacharya & Sen, 2003, p. 78). This will make their customers’ long-term identity loyalty sustainable. For instance, companies can brand themselves as socially responsible. Consumers will admire the ideals of these brands. Tangible and feasible efforts to manifest these ideals will further spur interest among customers, in these companies.
They can create content that benefits their followers. Generating fun posts that are reflective of the brand’s personality is okay. However, putting up posts that suggest tips on best practices or offering special deals on the company’s products and services is more important (Hall-Phillips et al., 2016, p. 486). It provides value for the company, to its potential customers. It also encourages them to frequently visit the company’s site for more helpful information.
Use of conversation starter questions is a good way for a brand to attract support from its potential clients. Many people like being given a chance to share their opinions. So, a company may ask social media followers to contribute on relevant topics to its business and those interesting to them (Michaelidou et al., 2011, p. 1156). For example, a fitness center can ask fans to vote on their best summer sports. The questions must engage the fans and inspire them to refer to the business as they give insight to its owner.
Companies can showcase their expertise to their prospective clients. They may explain to them why they think they stand out above other brands. They must unfold to their prospective consumers what is unique about their business that will make clients consider it a more reliable alternative (Hall-Phillips et al., 2016, p. 488). This will build trust in clients towards the company and the products and services it offers.
Inviting customers to co-develop the brand’s identity is imperative. The brand’s success will greatly be determined by the extent to which consumers are engaged in strengthening it. Social media encourages consumers to speak out and advise the faulty brands to change their undesirable practices. (Michaelidou et al., 2011, p. 1157). As potential users of the compan