You’ve worked for years on your brand. You’ve carefully crafted a look and feel for your company. You have that elevator speech down to an actual fucking art, you can make someone want to hand you money if you have 3 minutes alone with them.
Things have changed in the past few years. Now it appears that every business has to be on Facebook, Twitter, and Instagram if they want reach consumers. You don’t want to spend time every day trying to monitor online activities and posting narcissistic images, but you have several staff members or family members or family members of staff members that seem to love to use social media. These odd acquaintances have 1000s of followers and can talk all day long about social media and absolutely love to post pictures of their hair and the food they just ate. It seems natural to hand social media activities over to these little online zombies and let them use these ‘skills’ to build your brand and keep you in front of the public eye.
I see this happen almost daily. Brands handed over to people without backgrounds and education and experience in branding. Suddenly the online brands look very different than the brand that has been carefully crafted. The look and feel of your company that exists online would have made you cringe a few years ago. Logos are suddenly pink because it was more visible on the image that was stolen via a Google image search. Likes are counted as important when they have nothing to do with influence – quite often, the type of people that like the new online presence are not the least bit like your actual demographic, they just find the headline funny and notice that one of their ‘friends’ liked the post.
If your online branding is in the hands of someone that doesn’t handle branding for a living, take a look at it. Scour through every post with a new eye. Is this really how you want to be seen? Do the posts fit the carefully crafted messages you are putting forth elsewhere? You’ve been warned, your brand is crumbling in front of your eyes.