How to Reinvent Your Brand With Social Media
Black Enterprise Magazine July/August 2018 Issue

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black woman on laptopThe six most expensive words in business are, “We’ve always done it this way.” If your company is operating the same way today as it did when it started, then you’re not evolving, which means you’re missing out on dozens of opportunities and sales.

Change is nothing to fear. It’s necessary for brands that want to remain viable. When assessing brands that did not transform and are now extinct, Blockbuster comes to mind.  When Netflix began sending DVD’s through the mail, Comcast began offering on-demand videos and Redbox started selling $1 videos at kiosks, Blockbuster became reactive which eventually lead to them closing their doors. Whether it’s an absolute overhaul, or a few minor adjustments, every brand stands to benefit from a bit of improvement. Here, BlackEnterprise.com highlights tips to reinventing your brand via social media:

Prepare

Revamping involves taking inventory of your brand’s strengths and weaknesses. Ask yourself: What’s the long-term goal? What will it take to get you there?

“You must be objective and sincere about your brand and its practices. If you have business, marketing and sales plans, carefully review them, again, and then conduct an online SWOT [Strengths, Weaknesses, Opportunities, and Threats] analysis using Creately,” advises Maria S. Harper, chief executive officer of Real Divas.

Investigate

Social media is an excellent way to keep up with competition and trends in your industry. Social media analysis should be done along with your normal competitive analysis, and on a regular basis once your social media program has launched.

“Take the time to review your competitor’s content posts; monitor hashtags, and identify those who follow them online, says Maisha B. Hoye, managing member of Customer 1st Marketing. “The takeaway here is that you, by looking at your competitors social media platforms, you have metrics for your branding and messaging effectiveness and can take steps to reignite your engagement with your market.”

Connect With Your Network

If you want to be seen as a go-to brand, you’ll need to ensure that you provide valuable information and assistance to your network.   “Effective connections involve reaching out to people on a regular basis, monitoring (politely eavesdropping) their social media discussions; engaging them with relevant content and an approachable online personality,” adds Shannon Henderson, owner of ImShannon.com.

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S. Lynn Cooper

S. Lynn Cooper started her very first company at 16 years old. More than 15 years later, she is the founder of two non-profit organizations and five distinct corporate entities. After studying at Howard University, she served the U.S. Departments of Defense, State, and Homeland Security, and was named special assistant to a US Ambassador. However, when it comes to Cooper, what is past is merely prologue. As founder and director of Socially Ahead, a strategic communications agency specializing in the training, coaching and creation of social/digital strategies, Cooper has dedicated herself to helping individuals and businesses navigate social media platforms to build better connections online.


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