Social media continue to grow rapidly in the Philippines. However, as a medium for marketers, it is still very much on its infancy. Popular measures of success, such as “Likes”, posts or Tweets, are mere proxies for other more meaningful brand objectives, and suggests just a one-dimensional social experience. Perhaps, this is one reason why so many social media strategies look the same, using familiar platforms in familiar ways to achieve similar goals.
With Wave 6 we intend to address this challenge. Wave 5 – The Socialisation Of Brands showed us that people want vastly differing social relationships with brands. Wave 6 – The Business Of Social tells us what these social relationships can deliver for brands. Do brands make customers feel valued through rewards and feedback, do they provide an in-depth information about the product or do they encourage people to recommend the brand to others?