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The Importance of Social Media Branding for your Business

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Although organisations understand the importance of branding and brand value, today branding related concepts have become more relevant than ever before! A strong brand can increase customer engagement via social media channels and generate leads for your business. Before social media, branding started outside your company, but today it starts with your employees and internal collaborations. A few years ago, companies needed to hire celebrities or sports personalities as brand ambassadors. Now, it’s much more personalised, your employees and even customers have become your brand’s best evangelists. This turnaround was fuelled by social media and the concept of social business. &nb

Although organisations understand the importance of branding and brand value, today branding related concepts have become more relevant than ever before!

A strong brand can increase customer engagement via social media channels and generate leads for your business. Before social media, branding started outside your company, but today it starts with your employees and internal collaborations. A few years ago, companies needed to hire celebrities or sports personalities as brand ambassadors. Now, it’s much more personalised, your employees and even customers have become your brand’s best evangelists. This turnaround was fuelled by social media and the concept of social business.

 

At Edelman Digital, “social” is defined as human-to-human interaction – community management.  This holds true for social media branding as well. Branding has always been about emotionally connecting with the consumer. This is important now, more than ever, with customers connecting in real time with brands and businesses via Facebook, Twitter and other social media platforms.

Fig 1: – Overview of Social Business and the social brand.

 

http://www.edelmandigital.com/2011/12/15/social-business-planning/

The value of your brand contributes towards your social equity, and it starts with your employees. Josh Bernoff, Author of Empowered says “to succeed with empowered customers, you must empower your employees to solve customer problems”. Branding is not just about advertising and marketing, it is about the entire organisational lifecycle – from start to finish, and after. This can only be done if branding is looked at as an integral part of the day-to-day activities of the company, and not in isolation.

Fig 2: Closed Business Culture,

 

http://www.edelmandigital.com/2011/12/15/social-business-planning/

IDEO looked at five companies that have maximised the branding potential of social media. Here’s what you can learn from them: –

 

  1. Focus some of your efforts internally, empowering your employees to become your brand ambassadors online.
  2. Be a part of the community, being a social brand is not just about social media, it’s also about taking part in the highs and lows of the community.
  3. Social media is about real people sharing real information. Make your brand real. Don’t Photoshop your mistakes!
  4. Let the people tell their story, share their experiences with your brand. This will win you much more credibility online, than thousands of marketing dollars ever will.
  5. Be open to being social.

 

Today, branding is much more personal than ever before. If a new brand is about to be launched, prior to it even hitting the market, people start debating about it. Information exchange has changed in the social media age. Customers now have a voice and are not afraid to use it. Formulate your social media branding around your customers, employees and be open to using their voice. You don’t need to tell the story of your brand any more. Instead, nurture a community that will tell your story for you, in a personalised and authentic manner!

 

About Logan Nathan

Social Media Business Consultant | Social.Local.Mobile Marketing-Strategist| Speaker | Trainer

 

Based in Sydney, Australia, Logan has been an avid and passionate social media user since the advent of Facebook.  As a Social Media Business Consultant with over 30 years experience working with large corporations as well as SMEs he has been operating his own organisation for the past seven years. Logan is focused on guiding organisations through the four stages of social media for business – Education, Strategy, Implementation and On-going Management. If your business needs expert assistance on creating a custom Social Media and Search Engine Optimisation Strategy, contact us via logan@logannathan.com. Logan is also an expert on the use of major Social Media sites for Business (i.e. Facebook, Twitter, Pinterest and LinkedIn). He is running a series of workshops over the next few months on use of Social Media and LinkedIn for business purposes. To Register: –  http://www.ictsocialbusiness.com.au/social_media_education/social-media-training-workshop/Getting-leads-from-LinkedIn

Stay tuned for more developments from Logan’s company.