Since brands create their existence in society, they cannot remain insensitive to issues of interest to society. For this reason, big brands appear as sponsors in world cups, music festivals and other major events. Big brands aim to establish emotional bonds with their consumers by following their interests. They establish strong ties with their consumers by being at the centre of popular culture.

Corporate content management in social media is critical for brands to effectively maintain their presence in the digital world. With the right strategies and methods, brands can reach their target audiences, interact with them and increase brand loyalty. Here are the main elements to be considered in this context:

1. Importance of Content on Social Media

Social media has become the centre of modern communication and marketing. Brands have to exist on platforms where millions of users are actively involved. Social media platforms enable brands to reach large audiences, promote their products and services and receive customer feedback quickly.

However, in order for brands to be successful on social media, it is not enough just to have a presence. Content stands out as the voice and face of the brand on these platforms. Well-planned and strategic content enables the brand to convey its message accurately and helps it establish strong ties with the target audience. It is vital that the content is original, engaging and value-adding in order to attract the attention of users and increase interaction.

2. Balance of Content

Content management on social media requires a careful balance. While embracing the feelings and thoughts of the public, brands should remember that people do not go to social media to see brands. Balanced content protects the credibility and reputation of the brand.

Brands should be careful when trying to produce content appropriate to the meaning and importance of each day. For example, meaningless content, such as a pasta brand celebrating World Nurses Day, can damage a brand's reputation. Instead, brands should focus on content relevant to their industry and target audience. Thus, they can communicate their messages more effectively and attract the attention of their target audience.

3. Sincere Interaction

Social media users immediately recognise insincerity and ‘pretending’. Therefore, it is very important for brands to engage in sincere and sincere interactions. Sincere interaction enables the brand to establish stronger ties with its target audience and builds trust.

For example, on a day when the meteorology forecasts hail in Istanbul, brands' efforts to associate this event with their products often backfire. Instead, brands should produce content that will engage users and truly touch their lives. Sharing content that will add entertainment, information and inspiration to people's lives will ensure the brand's success on social media.

4. Realism in the Digital World

The digital world is very sensitive to insincerity and efforts to deceive. Brands that want to exist on social media should first think about how to be useful to people, and then strive to be authentic by internalising the spirit of this world. Realism is the most important rule of the digital world and brands should not ignore this rule.

The restaurant guide Michelin created in France in the early 1900s to encourage people to travel by car is a good example of how effective realism and authentic content can be. The Michelin guide was so well accepted that today, when people think of Michelin, they think of this guide before tyres. Brands can also gain value in the eyes of users by producing realistic and authentic content on social media.

Brands should understand the importance of content, engage in balanced and sincere interactions, and be realistic in the digital world in order to maintain their presence on social media and communicate effectively with their target audiences.
By basing their social media strategies on these principles, brands can both establish a strong presence in the digital environment and establish strong ties with their target audiences. If brands do not take these principles into account, it will be difficult for them to succeed in social media and communicate effectively with their target audiences.