Brand Management: It’s All About the Profile
They say you only have one chance to make a good first impression and this is certainly true for social media. Call it a profile, a brand page or homepage, that single spot on the web has to tell the world what you’re all about in a glance.
Big companies like Coca-Cola and Warner Brothers have teams of people who do nothing but handle company branding. They make sure that every graphic, every piece of text and every video associated with the brand conveys the essence of the company.
In the case of Coca-Cola, it’s not just about the soda, it’s about happiness, togetherness and world peace. Really. I’m not kidding.
For smaller companies or individuals who are the company, consistent branding is even more important. So don’t think you can skip this lesson because you’re a one-man band.
This week, three high-profile sites released news related to profiles and branding.
Pintest CEO and cofounder Ben Silbermann told the South by Southwest conference that new profile pages were on the way.
“We wanted to make it more beautiful … to make your profile different in kind than the profile you have on Facebook.”
Oh snap. These social media guys are like junkyard dogs!
The new profiles will emphasis sharing and connecting people to others with similar interests. They’re also making it possible to pin videos as well as photos which should give the site an even bigger boost.
Next up is Netflix. They’ve partnered with TV networks such as MTV, Nickelodeon and Comedy Central to create branded landing pages. The idea being, if you’re a fan of Jersey Shore, then you’ll probably enjoy other MTV programs which are available for streaming through Netflix.
For Netflix, these branded pages make them look like a viable alternative to cable TV. For the TV networks, it’s a way of leveraging the brand name to keep audiences from “changing the streaming channel.” The downside is Netflix’s new horrendous navigation system doesn’t give you access to the pages, at least, not yet.
Finally, we have Facebook. They’re all excited about the eight million brands who switched their brand pages to the new timeline format within two weeks of the announcement.
They conveniently don’t mention that brands were kind of forced into making the decision, but that’s not important. What is important is that the new profile pages seem to be working. The big graphics and app options are allowing companies to make a bolder statement of who they are as soon as you hit the page.
(Have you converted your page yet?)
The point of all of this is that profiles matter. Make sure yours says everything about your company in a glance. Then look at the details. Addresses (web or street), contact info, hours where appropriate. And remember that social media is global. Don’t make me guess if you’re in Paris, Texas or Paris, France.
Okay, I’m done now. So get thee to your Facebook page right now and check it out as if you were a first time customer. Then check your Twitter and any other public pages. These are your only shots at making that good first impression.