Have you ever seen a business’s website, and then their Facebook page, and then their Twitter profile, and wondered if the people who set them up ever spoke to each other? Not a great consumer experience, and a sadly missed opportunity for a brand.
This kind of thing happens for a number of reasons, but there are two that really stand out. First, in small organization where task ownership is often divided up by who knows how (or who has time) to do the task, it often is the case that different people do end up setting up different online spaces. One person knows web design, one uses Facebook a lot, and a third has experience with Twitter. While this might be good for saving money and getting profiles set up quickly, it’s often bad for consistency. And if there’s one thing that can make or break the effectiveness of branding, it’s a lack of consistency.
The other possible culprit is that social media platforms have all evolved at different times, and a business owner who is good about adopting new media as they become available will set they up as they come instead of deciding to get involved in social later on and doing it all at once. This often results in different imagery being used on the newest platforms like Instagram as opposed to the more established spaces like a website or Facebook.
The good news? No matter what the state of your social profiles, it’s never too late to review, regroup, and refresh.
Need inspiration? Consider the example set by Oreo. Not a new brand by any means, Oreo has really kept current and embraced social media in recent years, becoming a shining example of consistency in online marketing. While the content and imagery displayed on each profile is coordinated, it’s not SO similar that it gets boring or repetitive. Like my favorite fashion icon Stacy London always says: It doesn’t have to match – it has to go.
Oreo on the web:
Oreo on YouTube:
Oreo on Facebook:
Oreo on Twitter:
Oreo on Instagram:
Feeling inspired? Take a few minutes to do an audit of your own social media profiles and see how consistent they feel. Just getting started on social media? Even better! Start with the imagery and branding of your website, and build your presence on social media platforms from there. Now if you’ll excuse me, I have to go find an Oreo and a glass of milk.