Some initial observations on branding in social media.

1. Brand Management for a Social World – Some Opening Observations.
Welcome to the Mainly Social Media blog, which seeks to explore and provide insights into
brand marketing for a social world.
First, some BGO’s (Blinding Glimpses of the Obvious), which may or may not be commonly
accepted assumptions.
 “Brand Personality” takes on a whole new meaning in Social Media, i.e. it goes far beyond
establishing a tone and manner for brand communications, and represents an actual, living
entity that is engaged in a continuous conversation with its consumers or fans.
 Continuous conversation means that you need to have a lot more to say – Hence the much
greater importance of relevant, engaging content (The old “Content is King” dictum).
 Some people feel (and the revenue figures bear this out*) that PR agencies are doing a
better job than ad agencies in managing the social media space, perhaps because they are
more familiar with this type of dialogue.
 Relative to other digital marketing channels, there is a greater emphasis on the importance
of building brand equity (actually co-creating brand equity with consumers) in the social
media.**
 Constant brand conversations mean that brand consistency becomes even more important,
and more subject to risk.
 Brand strategy thus becomes more dynamic than in other, more traditional marketing
communications channels – The wealth of constant metrics forms the basis of a real- time
“data-driven” brand strategy.
 “If you can make it in New York, you can make it anywhere” – The comprehensive brand
requirements of social media vs. traditional channels means that it is taking a more
dominant role in driving brand strategy.
 The active designing and management of the brand in social media also implies structural
and operational changes in how brand communications are managed in major companies.
 Social media forces a closer meshing of different marketing communications disciplines –
the Brand Strategist becomes a fulcrum to focus cross-disciplinary brand conversations.
In the next instalment, I’ll endeavour to explore some of the practical implications of the co-
creation of brand value in social media.
References –
* PR Pros Use Social Media More Effectively; March 21, 2011
http://www.emarketer.com/Article.aspx?R=1008290
** B2B Content Marketing: Large Organization Report – CMI (Content Marketing Institute)

2. Provide a vision of where new media could extend the brand’s reach and build new links with
customers
• Translate and communicate the Brand through new media channels: Develop initiatives
that encourage greater engagement from customers/followers
• Develop, implement and manage social media strategies with relevant support from
other team members
• Provide direction on the optimal use of social media tools in the context of broader
business and branding objectives