Social Media Marketing and Brand Strategy

Is there a relationship between your brand and social media marketing? Your brand is your company’s foundation and is key to building relationships with your target consumer. Your brand should clearly present what deliverables you’re capable of, and alter an individual’s perception and expectation of your company. With the economic slump, the competition for customers’ attention has increased. Businesses are now engaging value-added marketing, where a product or service will contribute to a consumer’s life in a positive way.

This new marketing strategy turns us to the debate about “should my brand be on Facebook? Twitter?” Just as you expect to be heard, so do your customers. Social media marketing has opened up media for customers to involve themselves with your company. It has made interaction possible between customers and behemoth corporations to small businesses alike.

When incorporated appropriately, social media marketing encourages consumers to share their own brand stories. Consumers will almost always complain if they are unhappy with a product or service, and will share with their entire network. If they are happy, they might mention it to a few. Take cues from Home Depot and JetBlue, who participate in the social media marketing game and attempt damage control when necessary.

A study by Penn State shows that about one in five tweets were brand related. These tweets bring up issues, questions, and feedback for businesses to work with. The study also states that many of the “brand comments were positive, [so] there are some good products out there, or at least products that people are happy with.”

Granted, we’re not telling you to maneuver your entire strategy to social media marketing. However, social media marketing can elevate awareness of your service or product and promote traffic. Remember, brands are always “alive,” not just during promotions and campaigns.

Written by Daisy K.