Charles Elena Melbourne explains what makes a brand ‘social’ and outlines branding strategies for your ‘social’ brand…
Today’s consumers expect their favourite brands to be social – that is, brands that interest consumers while engaging them in a two-way conversation. Social media has the power to facilitate this type of conversation more effectively than other advertising campaigns, which is why social media should be one of the first priorities in your companies brand strategy. As Brian A. Miller from Accenture says, social media is “a genuine game changer for business” and companies who have invested in the digital world are claiming returns of 20 to 1. As a result branding strategies must involve a strong social media component to reach this growing market.
However, having a ‘social’ brand isn’t about simply creating a Facebook page or Twitter account – you can’t just expect money to just start rolling in when you haven’t put in the effort. A digital brand strategy is a vital part of making the most of the new avenues available for businesses to engage their consumers. Brand strategies for businesses looking to go digital should carefully consider the avenues, tone and type of content a business will publish. This ensures a companies digital strategy fits in with the businesses overall brand strategy.
A “social” brand:
- Informs – Charles Elena knows how to familiarize your target market with the company, by conveying the brand story in an interesting way. We will engage your viewers on social media with information and content that can’t be found elsewhere. This keeps your audience reliant upon the brand’s social media sites.
- Empowers – Don’t underestimate the power of one voice. The Dubai School of Government’s Arab Social Media Report credits Twitter and Facebook with inciting the Arab region’s uprisings of 2011. If that’s what social media did for democracy, then imagine what it could do for your brand! Charles Elena ensures your company’s web content has social media sharing buttons because this empowers consumers to quickly share information about your brand with others. At the same time it enables them to become advocates for the brand.
- Engages – Engaging audiences is a must if you want to have a successful ‘social’ brand. You only need to read reports that Facebook has one billion active users to realise that social media has the potential to reach large audiences, provided that marketing and branding strategies are carefully planned. A brand’s social media should ask questions, offer surveys, utilize visuals and start conversations. This inspires and engages the audience while giving them a voice.
- Has current and relevant content – Content must be regularly updated so consumers have a reason to return to your social media sites such as Facebook or Twitter. They won’t return if there is nothing new. Even simply replying to comments on pages goes a long way to showing your clients that the company values them. It’s also important to generate interesting discussions that will give people a reason to stay up-to-date with the brand’s social media site.