Whether you are looking to build your own brand equity as a domain expert, your business identity as whole, or promote a specific product/ service in the social realm, your basic approach will remain the same. This holds true for each company or individual irrespective of their current standing. Social media is democratic in a sense that it offers equal opportunity to all to develop a strong and niche presence. It’s a powerful and cost effective avenue for increasing conversions, and further boosting sales as well as profits.

However, it is important to successfully leverage online networking platforms, forums and sites to build your reputation so that your brand is strategically positioned to meet your business goals. We shall discuss a few practical ideas to cultivate a positive and consumer-oriented identity in social realm.

1. Define your niche

Focus your social media activity on that specific segment of audience vital to your business needs. The concept of brand contraction is critical to success on the social Web. Listen to conversations across the Web related to your industry, business or competition. Analyzing what you read or view online gives you an ability to grasp what people are actually saying about your brand. This is as important as publishing and conversing.

2. Avoid excessive self-promotion

Do not make your conversations sound like a monotonous corporate rhetoric or a blatant promotional activity. People won’t relish your content that reads like a sheer marketing pitch. Stick to the basic 80-20 rule of marketing; emphasize on non self-promotional social media activities. When you want to indulge in self-promotion directly, do so sans bombarding people with a flurry of messages.

3. Hold user-friendly conversations

The content you host in the social realm should be useful to your target audience for them to read it or initiate a dialogue with you. Furthermore, if it doesn’t add any value to their lives, they won’t be encouraged to talk about it and also share it with their others. Only relevant, user-friendly conversations open up an opportunity to spread your message across the Web.

4. Impart a human touch

Engage your audience through meaningful conversations and interactive content. Add an informal touch to your content so that it matches their needs, expectations and aspirations. Always leading with your strengths and being consistent in your approach is a must. Transparency and honesty of intent are equally critical to enhancing your image.

5. Be receptive

Acknowledge concerns of other people and build a proactive relationship with them. They need to believe you care about them and their needs, too. Respond to queries and suggestions, comments and feedback on your tweets, blog and so on. In other words, be receptive.

You cannot expect others to reach out and share your content. If someone opts to engage with you on Twitter, Facebook, forum, blog or any other social Web avenue, you must reciprocate. Make it a point to comment on other industry-specific blogs, review sites, content sharing platforms, and more.