by Helena Kaufman
More about your Social Media Real Estate
Logo and Website were the two words that began and ended the sign off action list in our last Artisan Ally day trip of the Facebook landscape.
1) Your logo as defined by Wikipedia: “A graphic mark or emblem commonly used by commercial enterprises, organizations and even individuals to aid and promote instant public recognition.” But you knew that!
“Logos are either purely graphic (symbols/icons) or are composed of the name of the organization.” Wiki goes on to give examples like the PBS “everyman”, Mobil written in red and blue and Coca Cola’s distinctive flowing script. “At the level of mass communication, a company’s logo is today often synonymous with its trademark or brand.” And that is where we diverge!
Your brand development is not a simple set and forget design. Yes, DO use it on everything, but know that each message and photo you post adds to your brand. What you choose to inform, entertain and educate your readers in your posts reinforces how you want to be perceived. YOU are in charge of your brand and it is ever evolving with every bit you send into the social ether.
View the peeves, interesting photos, news flashes, shared videos and links of your online friends. What messages do you perceive? How have you come to understand them, their directions? Each point is a possible connection. It builds relationship.
2) Your website is where you do you sell, upsell and most importantly capture emails and information on which to build ongoing contact.
A social media location, no matter how extravagant or active, is NOT your website. It serves to develop your brand and attract interest so that people will click on to the next step which is – your website. You control your website and are not vulnerable to rule changes or loss of information.
Find the fresh and combine it with consistent posting. You’ll draw your readers from identifying your logo, to emotional connection via brand to a mutually satisfying, longer term relationship offered at your website.
Be in touch,
Helena Kaufman is a writer and communications trainer. In 1982, success at promoting, marketing and writing about 200 artisans launched Helena as an event publicist. The designers who sold at the Annual Manitoba Christmas Craft Sale exhibited original functional and decorative pieces in fibre, pottery, metal, oil, paper, wood, distinctive wearable art and more. Helena worked to raise their profile, bring media attention and increase their sales. She now shares some of that savvy in the Artisan Ally series. Helena’s writing and communications site can be found here.