Building a Social Media Brand Page

The social media brand page is step one in building a social presence.  It provides the public identity for the brand on the platform and provides the ability to interact and engage with followers and others that see the content.  After getting started, you need to build your followership, engage with followers, and drive them to calls to action.  

Detailed Show Notes: 

• Brand page definition and purpose
• The page or profile that represents the brand
• Another marketing channel
• Good for “snackable” content
• Can be “behind the scenes” or “director’s cut” content, ie - more ephemeral
• Getting started
• Claim your real estate - get the same username / handle across social media platforms when possible
• To be “official” or “verified” - need to submit proof of identity to get the checkmark
• Building followership
• Have a clear profile pic - an icon, logo, or picture that clearly identifies the brand
• Profile section - get to the point to explain what you are and what the page is for
• Location tag
• Consistently deliver content
• Daily to several times per day
• Posts - good imagery is important, but doesn’t have to be professional
• Stories - can be very freeform since they are temporary
• Can repost and bring things back from history because content has a limited shelf life
• Crowdsource content from the team to get more
• More about documenting vs crafting the perfect picture
• Types of content for wine
• Depends on what your brand is about
• Pretty photos are the hook - but have more meaningful content in the caption, ask questions to get engagement
• Videos are good for engagement (make sure they are smooth and ideally <1 minute)
• Hashtags
• These are capped per post - Instagram has 30 cap
• They are like “breadcrumbs” to get people to find your brand
• Needs to be relevant for the post
• Find the right size hashtags so people find you
• People can follow and search hashtags, which is how you get exposure
• Bringing current customers to social
• Table stakes - putting links on emails and the website
• Let people know when you have a great post
• Migrating users to new social platforms - building your email list can enable you to notify followers of content on new platforms
• Who to follow
• Interact and engage with people who tag your account, use your hashtags, and geo tag your location
• There are caps on the # of people you can follow (~7,500 for Instagram)
• Following and unfollowing can create awareness, but a better guideline is to follow people you’ll interact with
• Follow your superfans, club members, etc…they may post about your wines and experiences
• Engaging with followers
• Ask questions
• Can use surveys in stories (often get up to 50% participation, better with multiple choice than fill in the blank)
• Open link in forums
• Driving call to actions
• Go to link in bio
• Linktree - one link that has multiple links in it ($6/month for a pro account)
• Collect people’s email and phone numbers for deeper connections
• Use stories with swipe up and direct link
• Campaigns and giveaways
• Can create some awareness
• Works better when working with other people or wineries to cross pollinate followers
• Outsourcing the brand page
• When it’s self run - more tied to the brand and brand message
• Don’t outsource to people who don’t know the product
• Agencies
• need to give clear guidelines on content and need to train them on brand messaging
• May need to provide them with digital assets, though some may come with photographers
• Multiple people can log-in and post to accounts, so different people / groups can be responsible for different areas (e.g. - agency does posts while owner does stories)