With the emergence of social media being birthed into a platform for marketing and its deviation from just being a fun social club into a viable business platform, corporate branding is up for a review session. The old structure that the corporate world has been surviving on for ages and ages is old and tired and with the birth of social media we now are presented with opportunity to change all our mistakes from the past, we now have opportunity to communicate directly with consumers and build actual two-way relationships as opposed to the one-way that has been dictated by brand managers since the early days.
Before the reality of being able to harness social media networks as business platforms for targeting consumers, developing relationships, and improving image based on feedback, before all that wonderfulness things were handled with a lot more direct control. Brands determined the image/persona they projected, they relied on themselves for creation and distribution and were designed to be very consistent, usually containing a distinct focus.
Today thanks to social media we now are presented with the idea of crafting brands in a manner that accepts feedback from consumers, and develops communities that can help improve the design, creation, and image of a brand through social efforts. With this new direction we have the opportunity to make a brand that has greater connection with more diverse groups of people because we have access to a better means of understanding how a brand is viewed. From the communities that develop for a brand we are able to identify who is interested in the product and adapt the image of a brand to meet the needs of various customer segments, so long as they are desired segments.
I find this new opportunity absolutely amazing, we now have the ability to directly collaborate with the people who buy our products. Its not that it was impossible to do before social media, its just that it was way to difficult and time consuming. Before if you wanted to take customer suggestions and what not to contribute them to a brand it’d take a long time because you’d have to wait until you had enough similar suggestions registered, today with social media if someone makes a suggestion on a brands social media page within hours you can have enough comments to make a decision on whether or not to take a brand in this direction or that.
Social media opens up a whole new venue for creating more intelligent brands, brands that have substance and certainty, we’re able to take a lot of guess work. One thing that I think SHOULD be utilized more often by social media networks is the distribution of creative ideas a company might be pondering whether it is a new product idea or something new the company is contemplating, they’d be able to get valuable feedback from reliable, loyal customers that care about the company’s survival and they can make sure they get things right the first time around without putting too much money and time into the old tried trial and error method. Social media opens up possibilities galore, are you ready for the storm?