Archive for sociable brands

Why brands should base decisions on Social Media

Posted in Online PR, sociable brands, Social media with tags , , , , , on October 14, 2010 by nijay

‘Brands should not base decision on social media’… if Doron Meyassed, as cited in this MarketScan blog post, is to be believed.

Apparently, the managing director of Promise Communities said:

“decisions are too important to base on research from sources that are unverified. Indeed, this is the problem with social media interaction – it fails to define who is actually take part in the conversation.”

Of course, in reality, this isn’t the problem with social media interaction at all – it’s the problem with BAD social media interaction.

Ill-planned social media interaction fails to define who is actually taking part in the conversation. When it’s done properly, you know exactly who you are listening to and engaging with.

If brands only conduct low-cost, low-level tactical social interactions online without any strategic research, insight or planning, Meyassed is right – they are very likely to end up interacting with the ‘the same people who call to complain about Coronation Street’ rather than loyal customers.

But to extrapolate from this that ‘brands should not base decisions on social media’ is akin to saying a brand that got it’s MD’s 8 year old son or daughter to design and build an ugly, badly-functioning website for £4.50 and a packet of Smarties should therefore not ever bother having a website at all.

In reality, the brand in question should simply do the job properly.

Social tools and social web offer an unparalleled and previously unavailable opportunity to learn enormous amounts about your existing customers and target customers.

Before any brand interacts socially, a rigorous research approach should be taken to map your audience landscape and identify true influencers and detractors online and sift out those that aren’t relevant – Meyassed’s ‘Coronation Street compainers’.

Unfortunately, it seems the low-cost, low-level tactical engagement with no strategy or insight behind it that many brands have experienced from their digital and PR agencies seems to be giving the industry a bad name.

In reality, brands should definitely use the power of the social web to get an intimate knowledge of their customers and potential customers. When done professionally, they can then use that knowledge to enage with them on a real-time, ongoing basis. This feeds into better customer service, improved brand perception and allows brands to derive higher levels of customer insight.

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What is on your brands’ playlist?

Posted in Social media with tags , , , on August 8, 2009 by qubefiona

spotify + howies

I love the Howies brand.

I love their clothes, I love their identity, I love their friendly tone and I love how personable they are every time i come across them whether that’s in a shop, on their website or on the phone.   I kind of feel like i know them which has got to be a great achievement for any brand – to build that personal brand connection.

As someone who works in social media too i have been following with interest their social forays which now span across many social platforms and initiatives.

The most recent is their branded playlists.

Most brands wouldn’t think it was relevant, interesting, useful or entertaining to offer this type of content to their brand followers but i think its a perfect use of social media to express their brand personality, build a brand narrative and offering real points of engagement that go way beyond a transaction.

Its personal, its unique and it doesn’t seem over engineered like so many social initiatives are.  It doesn’t relate to a particular product or promotion, its just about sharing interests and tastes between a group of alike people.  A group of people who buy into the brand and its point of view – whether employee, customer or partner.
This is the kind of thing real sociable brands do.  They have such a strong sense of self that they freely express themselves without the need to over think it.

Good work howies, we can all learn a lot from you.