I was asked to come to talk to the marketing and communications teams at Ottawa University at their recent annual conference, Accent uOttawa. The university is undergoing a brand relaunch, and they asked me to discuss how best to take a brand online and into the social Internet.
I told the 140 or so team members assembled that when it comes to building brand equity in social media, you need to consider longer term goals. Relationships take time to develop and to build meaningful engagement around a brand is a long term commitment. It’s more of a marathon than a sprint. Plan for the long haul.