A couple of weeks ago I googled branding and social media and found nothing of note, so I wrote a blog in the hopes of triggering a bit of a debate. Unfortunately no takers on the debate. But I got one comment saying that the blog was not useful, to be honest I agree because I asked all ‘the questions’ and had no answers. Furthermore, the questions were not answered by any debate. So I had a bit of think on what I thought was Branding in the social media context and put the core elements in a diagram (last weeks blog). I am aware the diagram need fleshing out, so this week I have targeted a few experts on the field on twitter to see what they think of the diagram. I am also going to write about what keeps playing on my mind regarding social media and branding.
How is social media branding different to traditional branding?
The key difference being that people that follow a particular brand on social media forums are already interested or loyal to the brand in the offline world. Alternatively, if the brand only exists in the online world then the follower of a particular brand see value in the social media content.
So where does value come from in the online world for both online brands and offline brands online?
Value in the online world comes in multiple forms 1) information provided, 2) entertainment provided/ value, 3) value added to ones life, and 3) the degree to which people associate with either the content or the community surrounding. For example, I read multiple blogs some I read because they give me tips which improve my methods / life style, others I read because they make me laugh or cringe, still others I read to keep myself informed. Finally, I read some things because I know the people involved or like the debates on the site. This means that brand value comes from two sources in the online world 1) the people blogging or tweeting etc. (social media provider) and 2) the reactions of followers.
What are the most important things in creating or managing a brand online?
It seem to come back to the usual buzzwords 1) authenticity of the social media provider and 2) engagement of followers.
I think this topic will still play on my mind this week, so next week I might have more on the topic.
Note: Oddly enough I noticed more articles on brands and social media now.