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Building Social Media Platforms for Growing Brands

By: Heather Smith
Posted: July 6, 2009, from the July 2009 issue of GCI Magazine.

page 5 of 6

Note that cross-linking a Facebook page to your Twitter account is one of the first steps in creating this page—again, it’s a matter of efficiency. In this way, when you post in either of these two places, both the Facebook page and your Twitter fans will be updated automatically.


Creating a blog for your brand—or better yet, redesigning your legacy site on a dynamic blog platform—is an important component of branding online and search engine optimization. In addition, a blog is a tool that builds trust, and, therefore, is the cornerstone for a social media platform. This is where you can post any and all updates, in-depth company news, as well as create solid “about us” and “contact us” pages. Furthermore, because blogs maintain a log of posts, consumers can search them to discern where the company has been in the past months or years, becoming more engaged and connected.

Consumers really do want interesting stories. They also want to interact via commenting and providing feedback. So, keep your site simple and clean. Make it your priority to keep it fresh and up-to-date.


With the three basic elements of a social media platform in place, the next step is implementation. There is no better time to get started than right now—it is part of any effort to establish a brand as a leader. Realize that patience and scheduling work flow will be paramount.

Start by creating a plan with your team and a social media consultant. Educate the team members on the idea, the objective and the methods, and have them work together. Find someone on your team, or a consultant, who is passionate about the brand, as well as obsessed with the Web, to put the plan into action.