As stated in earlier posts, the purpose of this blog is to outline the most successful ways of implementing social media into a company’s marketing or branding strategy. In understanding the best practices for doing so, it is relevant to mention the importance of branding online.
In the article Social Media in Branding: Fulfilling a Need, the author discusses 9 goals that must be in the back of one’s head when implementing social media into a strategy.
- Build a sense of membership or citizenship with the organization
- Encourage the acceptance and communication of brand value
- Encourage the audience to engage in dialogue and promote the brand
- Help the organization find and maintain a competitive advantage
- Inform the vision behind the brand and build differentiation for it
- Evaluate whether the brand is being properly communicated to and understood by the audiences
- Build positive brand associations
- Build the perceived quality of the brand
- Build greater awareness of the brand to audiences that it has not yet reached
These goals are essential to the success of a company’s branding strategy and shouldn’t be overlooked.
The author also states how people tend to gravitate towards Facebook and Twitter and other similar social media sites. A company will be left out if they don’t have a presence on these outlets. These sites allow for user feedback and is an inexpensive way to achieve all of the goals outlined above.
As I mentioned in an earlier post, Virgin Airlines is a great example of a company branding themselves online and doing it in a way that shows off their company personality and consumer base.