Consumer true messenger of brand

SocialMediaLandscapeMatrix

In today’s economic climate, who “owns” a brand, whether that be in a figurative or literal sense, has the potential to make or break the brand. Companies which market brands to be “green” or “local” but are found to be engaging in wasteful production practices or importing components from overseas just might see their customer base collapse faster than they can gather a marketing team to create a response plan. A company which fails to deal with a customer service issue in a timely and effective manner might find itself the subject of a negative viral video, the source of a trending Twitter feed or damaging Facebook posts. Corporations which tightly control their brands by ignoring social media platforms, networks, or hangouts miss out on un- or under-developed markets and effectively omit the true messengers of their brand – the consumer.

matrix-social_media_examples

As the above graph indicates, just a few social media sources reach millions of people from a variety of demographics.  New brands, under a corporate umbrella, which seek to reach targeted or untapped markets should take full advantage of the vast array of social media sources available at a customer’s keyboard or swipe of their smartphone screen.  Social media allows advertising, marketing, public relations, and human resource departments to reach potential new customers,  hire enthusiastic employees, or use an existing loyal customer base to get the word out about new brands and services.  Moreover, customers engaged via social media platforms can amplify the buzz surrounding well-known brands thereby strengthening sales and customer retention.

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1 Comment

  1. Kim, this is an excellent post! I really like the examples you demonstrated in the first paragraph and the phrase ” In today’s economic climate, who “owns” a brand, whether that be in a figurative or literal sense, has the potential to make or break the brand.” This is very true. The customer definitely has a voice when it comes to the success or value of the brand. And the tone of the voice is dictated based on the brand’s perceived value, customer service, social involvement and most importantly, how well everyone under the corporate umbrella engages not just with the brand’s online community, but also with the brand’s internal community as well.

    Excellent post. I enjoyed reading it.

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