Intentional or not, your social media presence impacts your brand perception. Wendy's uses witty, well-crafted Tweets to support their brand image. Their Twitter bio reads, "We like our tweets the same way we like to make hamburgers: better than anyone expects from a fast food joint." On the other hand... a Facebook page that hasn’t been updated or monitored in five years also says a lot about a brand.
You don’t have to be something you’re not on social media to be successful. But you should be intentional about the platforms you use, the way you communicate, and the content you share. If you’re ready to get the most out of your social media assets, read on!
What are social media assets?
Social media assets include the accounts, pages, followers, and content that make up your social media presence. All of these assets have business value. The followers you earned are receptive to what you do and say. The content you share builds your brand. The more planning and effort you put into your social media presence, the more you’re likely to get out of it.
The convergence of social media and DAM
Managing a social media presence can be challenging because the technology and features are constantly evolving. Who’s using what platform, the algorithms determining what a user sees, and how people interact, all changes. But one constant theme over the last 10 years has been the increasing use of visuals to communicate. Images and videos dominate most social platforms.
All of those images and videos have to come from somewhere. Sophisticated brands are building out a robust library of photographs, videos, graphics, and templates to keep their social media feeds looking fresh and unique. That’s where digital asset management (DAM) systems come into play. DAM systems not only store these social media assets, but also make them easily searchable using metadata and categories, control the access permissions, and even convert the files to the right image size and format.
Tips for getting the most out of your social media assets
Elevate your brand’s presence on social media with these tips for visual assets.
Create branded templates. Using branded templates can help you create posts that are visually unique, without needing a designer. Work with your design team to create both a horizontal and square template. Then plug in photography from your photo library for any given situation, such as:
- Horizontal branded photo
- Horizontal branded quote
- Square branded photo
- Square branded quote
For example, here's an Instagram post made with a square branded photo template and a square branded quote template:
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Kristina and Matthew shared how Widen staffs 5% of its employee population with individuals who have disabilities during a CEO Roundtable event put on by the Rosenberry Society. Kristina opened up about the challenges she’s faced finding employment due to her disability. She encourages everyone to not focus on the chair but the person in the chair and the unique talents they offer. Matthew shared the cultural growth and embracement of inclusion in the workplace.
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Organize now! It’s easy to put off organizing newly created images and videos. But don’t wait! By keeping your social media assets organized, you’ll be able to reuse and repurpose them later. So when your CMO asks for that team-building photo you shared last week, you won’t have to scramble and download a low-res version from Facebook.
Put your social media assets in a central location. Storing video assets on a hard drive under Cindy’s desk, promotional graphics in a shared folder, photos on a designer's desktop, and who knows what on devices that are who knows where is not an effective approach. Put your assets in a central location where everyone can access them.
Make your assets findable. When you need an image for a social post immediately, the last thing you want to do is search through a folder labyrinth full of images named IMG_4552, IMG_4553, IMG_4553. You can make your images findable by giving your files descriptive filenames, organizing your assets into a taxonomy, and applying searchable metadata. DAM systems make this easy to set up and use.
Connect your social media management tool with your DAM system. Make your brand-approved social media assets available from within your social media management tool. Consider our Hootsuite integration with the Widen Collective®.
Give your social media team guidance with strong brand standards. Brand guidelines are a set of rules that explain how to visually represent a brand and help ensure consistency across customer touch-points. This typically includes colors, fonts, photographic, and graphic styles.
Save time resizing images. A DAM system like the Collective gives you several options for optimizing your images for each social media platform. Download conversions allow you to create the image size you need. And crop functionality lets you get the perfect composition before grabbing the embed link or downloading.