Social Branding: Marketing and communication of brands in social networks

The Social Branding is a process based on social interactions in which you create or build a brand with the aim of creating connections and a conversation among its key stakeholders, consumers, customers, fans, etc …

Currently, the Social Branding is often associated with strategies and actions that develop brands through the media and online communities, however these processes can also be applied in traditional channels.

New trends and consumer habits, coupled with the proliferation of social networks have created a new stage and field of action for trademarks. A new habitat where the impact and visibility are not only important factor but in parallel, “that they say or think” about the marks themselves is considered relevant information that may influence or affect their image or reputation.

The process of building a brand begin by determining the characteristics and attributes that the product must have in order to transmit or associate certain values. But when brands cross the threshold from traditional to participate and become part of the social networking world, face a new challenge where there is feedback and rules set to be a source of analysis and tracking.

Influential Consumers

After the presence and participation of the marks on the social network environment, users and consumers remain the protagonists. Those who have the power to become evangelists or demons. Those who interact, opinion or have the capacity to influence in a fast and direct on the reputation of one particular agency or company.

“Religion of Marketing” is based on faith, trust and show loyalty to a product or service are the factors that determine and make customers “evangelists” of our own brand. Something which impinged on their own advertising guru Philip Kotler.

In this regard, Kotler emphasized the importance of values and traits of these companies that are popular among consumers and customers, as they acquire unique role of acting just as religious evangelists in order to revive their brands . Kotler thus unveiled one of the most important keys to success of these companies with reference to the true origin of this phenomenon: “consumers.”

The dangers of social networks for brands and companies

However, social networks have become a double-edged sword for both firms and for the brand. The absolute power given to users can produce unexpected results and trademarks must be prepared to criticism and adverse opinions that can destroy their reputation and push businesses to a real collective view corporate crisis.

Desctacar is important that social networks are simply one more tool. An extension of the scope on which to apply and implement different marketing strategies. This understanding, we must not forget that the reputation gained from this type of media may also be due to the result of good work and reputation built externally and out of this type of media, implying that a misuse of such tools can enhance a positive perception of our brand or otherwise to cause an unexpected problem.

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