Nearly half the world has access to the Internet, providing a gateway for small businesses to now enter a global marketplace. It is more important than ever that companies not only have a digital identity, but one that is present and relevant. In many cases, digital identity will affect the success and longevity of a business. Here are five tips to keep in mind when establishing your digital identity or enhancing your presence through social media platforms.

1. Research platforms
Research the platform(s) you are considering and the primary audience engaged with the platform. User demographics can be easily found for notable platforms. Due diligence in understanding the nuances of each platform is integral to your success. Don’t just learn about demographics, you should also learn about common user trends and behaviors. How often do users log in daily versus monthly or weekly? How long does the average user stay connected during a single login? When using the platform, which features of the platform are used the most? Are users more attracted to posts, updates, videos, or graphics? The answers to those questions and others will help determine when a platform is right for your business or personal brand, as well as how you can use the platform to its full potential.

Once a platform is chosen, it is highly recommended to explore analytics options to track who and how people are interacting with you or your business. Many platforms will provide a variety of analytics free of charge to all users and will have options to enhance the type and amount of information tracked. The free analytics provided by the platform are strong on the information provided to users.

2. Know your purpose
While the platform may be a hot option, that may not be the only purpose for a business to use the app. Some businesses will use certain platforms to be strictly informational and serve as a one-way communication for their consumers, such as utility companies.

In most scenarios, it’s best not to, but some businesses may choose to link their social media accounts so that the same post appears on multiple platforms. Sounds good in theory, but as you learned in step one, different platforms have different demographics and behaviors. The deliverable must be presented in a way that resonates with users and aligns with the trends or behaviors of the platform in use. The appearance of being present and in the moment is integral to establishing your digital identity. Viewers can often see if a post was made from another platform and will opt out of the featured content.

Expanding the consumer base is another common purpose for establishing a digital identity. Demographic data for a specific platform is often easily accessible and can be used to target a new audience of consumers. Companies will also consider ways to improve public relations through their digital identity. Professional sports teams and organizations may choose to highlight their commitment to the community and fans nationally and globally.

3. Voice and content
Once you’ve selected the platform(s) of your choice, consider your content and your voice. The beauty of social media is that it allows people to be tangible and interact with others. Consider how you want to interact with your potential viewers and consumers. What kind of content should you share and how often? Social media is generally most effective as moments occur or soon after. Limited posting or interaction with others will usually lead to a downward trend in followers and engagement.

Social media marketing campaigns and hashtags serve a dual purpose. Both are great ways to generate shareable content and attract new users to your digital presence. The other way it should be used is for market research within the rules or social activity of the platform. Voice is extremely important because it represents your digital personality. Browse your timeline or news feed to explore users who have an engaging voice. Consider being informative, diverse in content, and providing a selective amount of individuality. The voice and content should give the illusion that the user’s interaction is with a person rather than an office or corporation.

4. Brand alignment
The purpose, voice, content, and platform(s) of choice should align with your overall brand. Your brand is a comprehensive development strategy for the success of your business over a long period. Digital identity is just one of the many components that make up a brand. Colors, content, voice, shapes, sounds, logos, typography, and a host of other elements are all things to consider when establishing your brand and digital identity. Brand recognition is key! Think of the major fast food brands or companies. Regardless of how and where your content is delivered, the viewer or user at some point recognizes the brand, whether by sounds, logos, colors, or other features.

5. Get creative
Innovation is almost a necessity for your business success and relevance. As technology continues to advance, so will your company’s digital presence. Consider the integral components, mentioned in steps one through four, that comprise your digital framework: platform(s), purpose, voice, content, and overall branding. Be open and willing to explore new platforms and options within them to improve your business. Regular assessment of your digital identity is essential to ensure that it is consistent and relevant to current standards. Explore effective ways to engage with your viewers and consumers that your competitors don’t. Being an entrepreneur requires taking a certain amount of risk, just like establishing a successful digital identity.

Technology is disruptive behavior that attempts to satisfy a want or need. No wonder social media platforms are forever changing. The difficulty as an entrepreneur is identifying which platforms will set global or national trends over time and when. In my experience, small businesses and many entrepreneurs struggle to establish their digital identity, especially as popular trends change over time. Large companies will typically have branding, communications, or marketing departments that can best assess which trends are worth committing to and for how long. Countless people and companies will struggle to reach the full potential of their digital identity.