A hierarchy of identities on social media
• Personal versus business
– Do I use a personal identity or a business identity in creating my social
• Parent versus sub-brand
– Do I align my social media identity parent brand, or with a sub-brand
(e.g, a company brand or a product brand)?
• National versus local
– Do I focus on the national attributes of my brand organization or the
Defining the engagement factor of your brand
– A personal connection that includes diverse & familiar communication between yourself and your
• Example: A customer or work colleague who has become a close friend
– A knowledgeable connection, where you are intentionally communicating to a group of connections
who have like interests and generally will benefit equally from interaction and information
• Example: A group of customers or prospects who you communicate with at the same time about
common things, e.g., an e-mail group you send promotional information to.
• A few to a few
– A group of individuals with common interests who communicate freely and with knowledge of each
• Example: A group of your business partners or customers who are able to meet and share
experiences and idea, e.g., an association meeting.
– A broadcast paradigm, where you are communicating information (either general or specific) to a
broad group of individuals
• Example: A traditional media or marketing paradigm including advertising or information distribution
– A broad social network where people with limited knowledge of each other share information
around similar interests and pursuits.
• Example: A group of people who exchange information based on common interests, such as Yelp or
Yahoo Answers or fan groups on MySpace.
Organizing your social media identity
Personal identity Brand identity
• Categories • Categories
– One to many
– One to a few
– Many to many
– A few to a few
– Customer & prospect marketing
– Customer acquisition
– Customer service
– Customer referrals
– Customer retention
– Professional relationship Information distribution
• NCI example • NCI example
– Engaging with potential prospects and clients
– Local distribution of brand content
is a personal interaction.
Your brand is a service you provide to your Twitter announcements
customers to help them be successful in their • Facebook fan pages
– You embody the brand to the customer or
– Twitter: @mylocalbrand
– Facebook: My Local Brand fan page
– Twitter: @myname
– Facebook: My name
Consideration: Good social marketing is fresh & active. Assess the amount
of time & energy you want to commit to each identity.
Managing brand hierarchies
• Consumer focus
– The Real Estate Book Facebook fan page
• Consumer & real estate agent focus
• Consumer focus in local market
– Local TREB Facebook fan pages
• Consumer and real estate agent focus in local market
• Personal twitter account
• Focus on distributing information to personal followers and gather information
from sources of note
– Rebecca Chandler on Facebook
• Connections that merge business and personal interests
Some obvious questions…
• How will we make the hierarchies work?
– Project Massive Network will include new processes for creating and
distributing marketing and consumer-focused brand content across
social networks and into local markets
• How much time should I spend?
– The work is in creating the networks
– Another element of prospect-focused distribution
• What if I don’t want to do this?
– Local participation is an election.
– National brand activities will have some impact on your local market
regardless of involvement.
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