How a company markets “their” brand or product, and who or what actually own the brand has the power to completely alter the success of that brand or product. Today, the misrepresentation of a brand or business, or an undesired message or product result can leave a sour taste in the mouths of consumers and change the impending success of that product/brand in seconds. Why? How?? The answer is social media and networking in today’s society. Twitter, Facebook, MySpace, and many other popular social networking sites have become a place for people to come together and talk about common interests and moreover things that they commonly dislike. For companies, these social networking sites have proven to be an extremely beneficial tool for projecting their brand, or have turned out to be their absolute worst nightmare. With a simple click of the “like” button on Facebook a product or brand can go from one-hundred followers to THOUSANDS of follows in mere moments. Social networking is a fast moving train that is leaving its mark in even the most unthought-of places, and shows no signs of slowing down. Can the big wig CEOs and product pushers of large companies under the corporate umbrella keep up??
If a company is slow to learn about how social media and networking can benefit their brand, this can also be detrimental. Their product can easily get bypassed by a “bigger and better” version of it simply because of the fact that their product is less marketed socially then another. In most if not all cases, it is in the best interest of the company or business to market their product via social networking if they wish (and why wouldn’t they?) to reach a specific customer population, or type of consumer. After all, it is the customer/consumer that “owns” the brand or product. We, the customer base determine the overall success of any product marketed towards us by our continual interest in it.