Social media and the brand
The most common problem a company has to deal with is the relationship and the dialog with the customer. Hence, as the issue is one of great importance, it must be solved. How? Quite simple: any company may use social media as the best platform for bi-directional communication.
Immediately after an exhaustive analysis of the market and the possible clients, a company needs exposure for its brands and constant relationship improvement with the customers. Because social media enables a “Business to Business to Consumer & Business to Consumer to Consumer” communication, the process turns out to be beneficial for both parties; the company tracks down the needs of their targeted consumers who get the attention and assistance needed in order to be fully satisfied with the services.
Brand awareness and customer behavior
Beside communication, another benefit of social media is the possibility to attract more and more clients. Actual consumers interact with the brand through the social media platforms creating the “Business to Consumer to Consumer” phenomenon. To sum up, the brand gets new followers through satisfied clients and their indirect marketing.
Social media is all about communication and developing the brand and the company. But it is also beneficial for marketers, as it may give multiple types of analysis and insight by means of online traffic tools. For instance, there is no need to study the feedback of the customers on Facebook, as marketers are able to observe their behavior and their interest in the brand or the company as well. And interest is estimated by studying the online activity of the customers, their likes, number of shares, views and so on.
Possible social media mistakes
Digital marketing has evolved from an exotic additional complementary marketing strategy to a vital tool in promoting brands and companies worldwide. The majority of businesses are now present on social media platforms, but many of them are still struggling with the inherent mistakes of the beginner that only grasps on the surface of the social world.
1. Social congestion. It is tempting to keep pace with the most recent developments in social media and all the platforms available for marketing, but the marketers should ask themselves if they really need complete coverage or not. It is O.K. to promote the brand on Facebook and Twitter but is there need for Instagram, Google+ or Linkedin altogether? It may be difficult to keep track of too many platforms and updates. And real time interaction with the customers may be obstructed.
2. The use of the same online account and profile for brand promotion and personal interaction with people. There is nothing wrong with promoting the business on a personal social profile, especially if you want to give personality to the brand and ease the communication with the customers. However, problems appear when updates are not always related to the brand itself and the personal insights or thoughts on controversial ideas impact negatively on the company’s online image.
Part Two of this blog post will be published on Wednesday.
engage!365 has worked with a number of brands in bringing them to life through social media. If you are interested in seeing what we do, take our FREE online health check, where we assess your existing online channels, or download our FREE small business guide to Facebook to get started on your own.
Brad Sang is the Managing Director of engage!365 - follow Brad on Twitter
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