Brands are everywhere, and something organizations work hard to develop and protect. With the advent of social media, they are given new life and personality through the various SNS platforms and their use and engagement. However, with pages and profiles for everything from the small non-profit to the Fortune 500 giants, attracting consumers and providing meaningful content is more important than ever. This listicle provides the top resources for better understanding how organizations can cut through the clutter to provide the content and a connection to their various constituents, ultimately creating a strong brand presence using social media.
Organizations don't just have a presence on social media because it's popular, they are ultimately using it as a tool to meet their business goals. However, various SNS have inherent traits associated with their platform. These human and brand personality characteristics work together on most SNS platforms creating a 'feel' for the platform. Organizations ultimately need to decide which platforms adequately reflect their brand, meaning using every SNS may not be the best approach. This article goes into more detail: http://thejsms.org/index.php/TSMRI/article/view/229/138
Millenials are a group that deserves their own strategy and social media engagement plan, mandating different interests and reasons for engaging with a company on social media. Millenials, and the generations after are used to technology and the role it plays in their everyday life. They are comfortable with professional or semi-professional relationships with organizations, but also want a reciprocal benefit to the engagement (like coupons, codes, or exclusive access of some sort). This article offered a great deal of insight into how organizations can develop content plans targeted to millenials: http://thejsms.org/index.php/TSMRI/article/view/15/18
There is a video linked as well which provides relevant content and reframes the conversation paradigm.
The perception of engagement can vary widely by platform. But more than just "likes, retweets, follows, or unfollows" the depths and degree of relationships developed varies. Consumers are no longer passive, nor are they bound within the framework of the SNS. They engage and disengage for various reasons with brands on social media.
This article explored the depths of relationships and the communicative nature of engagement:
For organization's today, it's more than just how frequently they engage, that they offer coupons, or respond promptly to customer questions or complaints. Companies have to show their personality—this can be difficult depending on the product or service, but one of the key components is knowing how you want to be perceived by customers and what type of voice you are going to have on social. Humor has proven effective for brands who could easily be seen on the serious or boring side.
A key to brands effectively engaging on social media is making sure there is a two-way communicative element to their presence. Since SNS was made by people, for people, the integration of brands to the platform needs to maintain that human element. While an organization may need to do some of the soft-selling on social, it is crucial they remember who they are talking to. Millenials are brand loyal and will share their positive experiences with others.
Brands may concentrate on traditional metrics in social channels, but real engagement is far more meaningful and a measure of brand advocacy. Promoters follow brands so they can have engagement with them. There is also a difference between people just saying good things about your brand and being true advocates for you. That means the content created and ways brands choose to communicate are important.
With the proliferation of organizations online, everyone has access to social media, brands and customers alike. Social media can bring together people from across the globe and align them based on their affinity and interest. Brands have to stay culturally relevant and constantly innovating to stay plugged into the techniques that will resonate on social.
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