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Social Media’s Impact on Brand Image

Social Media’s Impact on Brand Image. Communicating a brand image via social media . Created by Nicole Gennarelli. Image retrieved from thewomensbook.com. WHAT IS A BRAND?.

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Social Media’s Impact on Brand Image

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  1. Social Media’s Impact on Brand Image Communicating a brand image via social media Created by Nicole Gennarelli Image retrieved from thewomensbook.com

  2. WHAT IS A BRAND? Seth Godin (2009) says that: “A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.”

  3. BRAND TRANSPARENCY Transparency is necessary for any brand wishing to use social media. Users want real, honest and genuine communication from a brand on social media. Social media users want to feel as if they are having a casual conversation when communicating with a brand Social media platforms allow a company to connect with online users by creating a unique personality An organization’s message and voice can come through a social media account if the tools are used correctly Genuine communication and transparency open the gates of trust between companies and consumers and allow for relationship building to begin Image retrieved from rickwhittington.com

  4. AUDIENCE ENGAGEMENT Social media allows for companies to have direct engagement with their fans and followers It can enhance brand image by engaging in communication, posting important content, announcing events and allowing fans to post their own content Numerous “likes” on a company’s Facebook content can be a vanity metric that does not show real measurement for the company Facebook coupons, discounts and promotions can serve as short-term goals that entice consumers to buy the company’s product Ultimately, the goals of a company social media page should be to create long-term relationships and increase positive perceptions of the company

  5. DO YOU ENGAGE WITH BRANDS? What brands do you follow and engage with? Why do you follow these brands? Do these brands engage with fans and followers well? What could they do to improve? Is the content engaging? Image retrieved from theguardian.com

  6. BRAND MEASUREMENT It’s important for a company to not only post content on social media networks, but to measure if that content is reaching people and increasing the page’s fan base Measuring a company’s social media success is more than just counting the increase in followers and page “likes” from month-to-month In order to measure social media success or failure, it’s necessary for companies to set measurable goals “Clear goals make the difference between strategy and mere tactics. Try to spell out what you want to achieve by using social media. When you define high-level goals, make sure they can be measured and really matter to the institution” (Joly, 2009, p. 54)

  7. BRAND MEASUREMENT Joly (2009) suggests choosing specific metrics to show the success or failure of social media initiatives When it comes to using measurement tools, many social media sites have built in measurement tools Blowers (2012) suggests using Facebook Insights and Twitonomy.com to measure audience engagement and mentions from followers Joly (2009) states that other sites, such as HootSuite and BudURL, allow users to track and see click-through rates for URL links posted on social media accounts If a company does not measure its social media initiatives, it has no understanding of real success and eventually, the company’s social media presence will diminish Image retrieved from http://www.entrepreneur.com/

  8. SURVIVING A BRAND CRISIS It is important for brands to be educated about updating their content and responding to crises if they are going to use social media Roark (2012) says it’s important to set 6 social media rules during a crisis: “set reasonable goals and expectations, remember your brand, pick a platform, find your content, use a social media calendar and scheduler, and monitor what’s happening.” Immediacy is important; negative news travels fast and can become viral The company’s response to a crisis on social media depends on the severity of the situation Knowing basic crises communication skills and how to respond to a crisis is crucial to maintain a positive brand reputation with stakeholders and the public Image retrieved from http://schedule.sxsw.com/

  9. HOW WOULD YOU HANDLE A CRISIS? If you were a communications executive, how would you handle a company crisis on social media? What information would you post on company social media accounts? How would you handle the news media? What would you do to reassure your stakeholders and target audiences/consumers about this issue?

  10. WRAP-UP The reach of social media is infinite; it will keep expanding as more people create social media accounts and share information with their friends and followers Brand transparency is crucial for companies using social media. Users want honest, genuine engagement online. Audience engagement is key to developing long-term relationships with audiences and maintaining positive perceptions of the company In order to know if a company’s social media efforts are successful or not successful, measurement is necessary Knowing crisis communication skills is important when dealing with and responding to a crisis on social media

  11. CREATE A POSITIVE, ENGAGING BRAND ON ALL PLATFORMS Image retrieved from onbile.com

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