Language is important. How we say things, who we say them to and the context in which they are said can all lead to other’s perception with little or no foresight on our part. In the same manner, your brand perception in the marketplace is also a result of the language and verbiage used for promotion and marketing. Social media platforms for many firms are the main channel for a brand to promote itself. Therefore, they must be highly regulated and carefully cultured.

Every company has a brand message and a brand story, hopefully, one that reflects a culture of positive influence and growth. The belief in a brand entices us to promote its mission continually on social media, and provides a marketing team with energy and enthusiasm, ready with the creative tweets and messages. Facebook strategies are developed, and great visual presentation is prepared for engaging Instagram posts. However, social media is much more important than simply sending creative missives into the void of various platforms. Attention must be given to relevant topics and current trends, and a social media team must be prepared to acknowledge and adapt to changing trends and sensibilities.

At times, the best way to effectively communicate may be by not communicating at all. For example, it’s tone deaf to attempt the promotion of a sale on social media amid a natural disaster. In certain situations, the best reaction to events, especially those which have no direct impact on your brand, is no reaction at all, and silence is the best option. While a topic may seem perfect for social media engagement, politics, religion, and other contentious topics are not opportunities for brands to promote their product along with a coupon.

One misplaced tweet or post can send a brand image into a tailspin from which it may never recover. Brand image cannot be only about hopping on the latest meme and trends. There should be consistency in what is said, how it is said, and when it is said. It’s about developing and maintaining a consistent and strong brand message regardless of trends and events and then knowing when to remain silent.

It can be difficult to constantly monitor social media activity in this fast-paced world or tweets and posts. However, it’s vitally important to create a brand aesthetic that captures your brand voice and values. It’s in this where a brand will thrive on social media and other online platforms. The ultimate test may be to ask yourself, if this doesn’t match a brands’ value system and message, or if it doesn’t fit with the brand image, then reconsider the comment. Remember, it’s about communicating the brand image, understanding what your brand stands for and what resonates with customers and the marketplace.