Social Media and Brand Strategy

Social media is a scorching topic right now, and rightfully so. I’ve heard more than one company wonder if it is, longs I,n the Brand Strategy. In my opinion, the answer is a resounding YES. If it’s not part of your integrated Brand Strategy, you’re missing a vital channel for furthering your brand position. As I see it, there are two primary reasons to intentionally create your social media brand strategy as an element of your online marketing strategy.

1. Social Media is an ideal mechanism for personalizing and individualizing your brand.
2. Social media and online marketing allow your loyal customers to do some promoting for you.

Here’s the situation – people like other people – not faceless groups or buildings. They need to identify with someone who sounds and looks like themselves (or someone they want to be). This is where a well-executed social media strategy can be beneficial. The social media channel is more informal and relaxed than the highly crafted and polished radio spot, TV commercial, or print ad. Social media is at its heart, soul (and even name) — social. When done correctly, social media demonstrates its knowledge of societal rules and manners by engaging in (and paying attention to) conversations around it and personally thanking and engaging people who have mentioned the company. They initiate discussions with the “wallflower” who doesn’t quite know how to jump into the conversation, making them less awkward. Social media should represent our best and most courteous brand selves. The interesting thing about this is that being an engaging conversationalist allows people observing the conversation to see and understand who your brand is and what it stands for, which means they are forming opinions about your brand personality. The second reason you need social media in your branding strategy is that it allows your best customers to share their passion for you with their social circle. Social media makes it easy for them to proclaim to the world that they are interested in what your company is doing. They do this with little effort – just clicking a button to Like or Follow. Once that button is clicked, they receive every update you care to send. More importantly, they can comment on what you’re sending. That means you get instant feedback on what your fans like and dislike. These fans can become an advisory group for your brand. Float a couple of balloons and see what happens. Often, they will also publicly engage your brand. They will either proclaim it as outstanding for all their friends and contacts to see, weigh in on questions or ideas you pose, and occasionally share a shortcoming. (Do not worry; check out Your Brand on the Web for strategies to handle this scenario.)

Social Media Engagement & Amplification

More often than not, the engagement will be positive and amplified to their friends and family. That amplification will influence those individuals to choose your company the next time they consider making a related purchase. Personal recommendations go much further these days than paid advertising -. Capitalize on that and allow your loyal customers the chance to recommend you. These are just two of the reasons you should participate in social media. Find ways to incorporate it into your online marketing brand strategy. Take the time now to figure out how your social media efforts will further your overall brand position. It’ll save you money and ensure you’re working on an integrated approach to your brand strategy.