MAD Perspectives Blog

 Synchronizing Social Platforms and Brand Strategy

Peggy Dau - Wednesday, May 18, 2011

Welcome to the final blog post in our six week blog series on Brand and Social Media, with UK brand agency, Taylor O'Brien.  We've learned a lot and hope that you have too!

One of the primary reasons for corporate adoption of social media is to expand the reach and awareness of their brand.  Our series on brand and social media has shared insight on the definition of brand and social media, understanding the importance of a cohesive brand strategy that incorporates social media, and the value of your corporate identity.  As companies consider which social media platforms to utilize, they need to keep identity, voice and customer in mind.

The big 5 social media networks: Blogs, Twitter, Facebook, LinkedIn and YouTube can help increase market awareness, but they can also create unexpected challenges.  As you consider how your brand incorporates social media into its strategy, keep the following thoughts in mind. 

     - Are my customers using this platform?   Each network's demographics are shifting as adoption increases.  Which social media channel maps to your desired demographics and what kind of information does your demographic desire?

  •      - What kind of content best represents my brand and does the platform support that content?  Each social network was created with a different intent.  Understand these intents and aligning it with your brand strategy is critical to achieving social media success.
  •      - Is it worth the effort?  What are you goals for using social media?  Understanding that it takes time to build your audience, are you committed to the effort?

We’ve summarized our thoughts on the benefits and challenges of each of these platforms.  Think about your brand, your audience and the content they desire.  Consider the information you need share to reinforce your brand voice.  Which of these channels can be synchronized with your strategy?

The commonality across all of them is increased market reach but winning that audience requires time, people and content.  In addition, companies must be prepared to address any issues impacting brand reputation.  It is a given that criticism will arise.  Companies must be prepared to acknowledge and act upon any criticism.  Bottom line, using social platforms to support your brand – requires a plan.

The channels noted here certainly do not reflect all of the social platforms available, but they represent the most frequently used social networks.  Depending on the nature of your company and its brand, other social media tools (i.e., Groupon, Foursquare, Slideshare, Flickr, Vimeo, etc.) may also bring significant value.  When evaluating any social media network, consider how it will reinforce your brand voice and corporate identity.

We hope you enjoyed our series on brand and social media.  We encourage your thoughts and comments on your experiences with using social media to extend your brand!

What's your perspective?