How the consumer shift to online media channels is changing the marketing mix.
(All research is cited. Special shout out to Hubspot and Aberdeen Group, both great resources on the subject matter).
How Customer Communities Power Word-of-Mouth MarketingLithium
Word-of-mouth is storytelling—real customer experiences related by the real people that have them—and it influences up to 50% of purchase decisions today. Word-of-mouth becomes marketing (WOMM) when you harness the power of this inherent behavior, infuse it with intention, measure it, and use it to empower your brand. And in today’s social environment, doing so strategically is more important than ever.
Introducing Dr. Michael Wu’s The Science of Social 2 an in depth overview into how social media has revolutionized customer communication, the customer journey, and customer relationship management (CRM). As Lithium Technology’s Chief Scientist, Dr. Wu with his extensive knowledge has created a solution for our communication strategy by motivating customers and managing customer relationships for the long run. In this modern era where consumers demand convenience and quality, traditional business methods will no longer cut it. Dr. Wu along with Geoffrey Moore and his Four Gears, The Science of Social 2 presents a solution to help your business adapt and survive in this changing climate. To ensure a lasting competitive advantage, four gears are needed for success: acquisition, engagement, enlistment, and monetization.
http://www.convergeenterprise.com : Converge Enterprise is a leading Cloud CRM company offering an innovative collaboration network portal connecting Customers, Partners and Employees through social and mobile cloud technology.
How the consumer shift to online media channels is changing the marketing mix.
(All research is cited. Special shout out to Hubspot and Aberdeen Group, both great resources on the subject matter).
How Customer Communities Power Word-of-Mouth MarketingLithium
Word-of-mouth is storytelling—real customer experiences related by the real people that have them—and it influences up to 50% of purchase decisions today. Word-of-mouth becomes marketing (WOMM) when you harness the power of this inherent behavior, infuse it with intention, measure it, and use it to empower your brand. And in today’s social environment, doing so strategically is more important than ever.
Introducing Dr. Michael Wu’s The Science of Social 2 an in depth overview into how social media has revolutionized customer communication, the customer journey, and customer relationship management (CRM). As Lithium Technology’s Chief Scientist, Dr. Wu with his extensive knowledge has created a solution for our communication strategy by motivating customers and managing customer relationships for the long run. In this modern era where consumers demand convenience and quality, traditional business methods will no longer cut it. Dr. Wu along with Geoffrey Moore and his Four Gears, The Science of Social 2 presents a solution to help your business adapt and survive in this changing climate. To ensure a lasting competitive advantage, four gears are needed for success: acquisition, engagement, enlistment, and monetization.
http://www.convergeenterprise.com : Converge Enterprise is a leading Cloud CRM company offering an innovative collaboration network portal connecting Customers, Partners and Employees through social and mobile cloud technology.
Social media has empowered customers in a way that has changed the rules of engagement forever. Today, customers can find information that drives their experience in a way that leaves very little control in the hands of the brands themselves. Document from Linked IN and Frost and Sullivan.
Lithium whitepaper: Hey, Tech! Get Serious About Social Customer EnlistmentLithium
Learn about the current state social for tech and why social customer enlistment is a game-changer. Learn how to get social customers to co-create value with you with
gamification—done right. Get sustainable social strategies from Lithium.
Social Media for Customer Service Report 2013Liam Dowd
A 15-page intelligence report that delves into the area of social media for customer service. It contains analysis, insight and case studies including:
• Are you listening?
• Social CRM
• Making connections
• Future social care
• Practical tips
Technology management in the age of the customerLithium
Don’t look now, but your company is losing control. Customers are now in the driver’s seat. Learn more by reading this Forrester Report on "Technology Management
In The Age Of The Customer."
As an agency, we like to figure out the hard stuff. And for B2B marketers, the hard stuff is everywhere these days.
Budgets are static, but the task of reaching your audience has never been harder. The good news for buyers is that they have more control and more choice than ever before. The hard stuff for marketers is that the media environment is changing every day, and is mind-numbingly crowded and complex.
Businesses are placing lots of small bets on the margin–digital, mobile, content marketing–rather than fundamentally rethinking their marketing mix. These small bets don't pay off against the big marketing goals; getting famous, changing perceptions, or selling more.
There is a better way.
The Earned Premium is the impact–measured by audience engagement–generated by your marketing investment beyond what you paid for. In our experience, campaigns architected from the ground up with participation in mind generate 20-30% extra engagement. And study after study shows that a message shared by peers is more valuable than the ones you pay for.
Find out how to get more than you bargained for with the latest presentation from PJA Advertising + Marketing, named a 2013 top midsize agency by B2B Magazine.
…and be sure to follow us on Facebook and Twitter.
The New Conversation:Taking Social Media from Talk to Actionthrillerking
Conventional marketing wisdom long
held that a dissatisfied customer tells
ten people. But…in the new age of
social media, he or she has the tools
to tell ten million.”
"From Likes to Loyalty: The Power of Social Media"Ma Foi Analytics
This paper, based on investigation of distributed writing in the Indian market, expects to highlight the developing significance of social media for advertisers in India by aggregating how a few brands are now harvesting advantages from their ventures and moving beyond just “likes” and “followers”
5 Strategies to Fill the Digital Gap with Social Media.pdfExclsior
The digital gap, often linked to internet access, facilitates the formation of connections and social circles among individuals who share common interests.
Rx for Ad Agencies Suffering From Direct, Digital and Social Media Confusion...Clive Maclean
The opportunity is clear. Forget about continuing to structure your agency in silos like brand, direct, digital and social marketing, and start to think about People2People marketing.
If you can integrate your marketing efforts and succeed in motivating customers not only to interact with you, but to share their personal networks with you, you will have created a powerful channel for your brand in the marketplace.
Social media has empowered customers in a way that has changed the rules of engagement forever. Today, customers can find information that drives their experience in a way that leaves very little control in the hands of the brands themselves. Document from Linked IN and Frost and Sullivan.
Lithium whitepaper: Hey, Tech! Get Serious About Social Customer EnlistmentLithium
Learn about the current state social for tech and why social customer enlistment is a game-changer. Learn how to get social customers to co-create value with you with
gamification—done right. Get sustainable social strategies from Lithium.
Social Media for Customer Service Report 2013Liam Dowd
A 15-page intelligence report that delves into the area of social media for customer service. It contains analysis, insight and case studies including:
• Are you listening?
• Social CRM
• Making connections
• Future social care
• Practical tips
Technology management in the age of the customerLithium
Don’t look now, but your company is losing control. Customers are now in the driver’s seat. Learn more by reading this Forrester Report on "Technology Management
In The Age Of The Customer."
As an agency, we like to figure out the hard stuff. And for B2B marketers, the hard stuff is everywhere these days.
Budgets are static, but the task of reaching your audience has never been harder. The good news for buyers is that they have more control and more choice than ever before. The hard stuff for marketers is that the media environment is changing every day, and is mind-numbingly crowded and complex.
Businesses are placing lots of small bets on the margin–digital, mobile, content marketing–rather than fundamentally rethinking their marketing mix. These small bets don't pay off against the big marketing goals; getting famous, changing perceptions, or selling more.
There is a better way.
The Earned Premium is the impact–measured by audience engagement–generated by your marketing investment beyond what you paid for. In our experience, campaigns architected from the ground up with participation in mind generate 20-30% extra engagement. And study after study shows that a message shared by peers is more valuable than the ones you pay for.
Find out how to get more than you bargained for with the latest presentation from PJA Advertising + Marketing, named a 2013 top midsize agency by B2B Magazine.
…and be sure to follow us on Facebook and Twitter.
The New Conversation:Taking Social Media from Talk to Actionthrillerking
Conventional marketing wisdom long
held that a dissatisfied customer tells
ten people. But…in the new age of
social media, he or she has the tools
to tell ten million.”
"From Likes to Loyalty: The Power of Social Media"Ma Foi Analytics
This paper, based on investigation of distributed writing in the Indian market, expects to highlight the developing significance of social media for advertisers in India by aggregating how a few brands are now harvesting advantages from their ventures and moving beyond just “likes” and “followers”
5 Strategies to Fill the Digital Gap with Social Media.pdfExclsior
The digital gap, often linked to internet access, facilitates the formation of connections and social circles among individuals who share common interests.
Rx for Ad Agencies Suffering From Direct, Digital and Social Media Confusion...Clive Maclean
The opportunity is clear. Forget about continuing to structure your agency in silos like brand, direct, digital and social marketing, and start to think about People2People marketing.
If you can integrate your marketing efforts and succeed in motivating customers not only to interact with you, but to share their personal networks with you, you will have created a powerful channel for your brand in the marketplace.
Discover the reasons why solar companies must embrace social media marketing. Enhance visibility and engagement with our expert insights on solar industry trends.
Why Social Media Applications Can Pose a Threat to Small Businesses?
1. Negative Reviews and Feedback
2. Viral Criticism
3. Miscommunication and Misunderstanding
4. Competitor Attacks
Is Your Insurance Company Ready for 2020's Social Media Trends?Cogneesol
In a regulated environment, insurance companies need to come up with a practical approach like social media to engage their target market. Staying on top of social media trends is the best way to meet your objectives. Know more in details about social media trends for your agency to tap in this business era.
Similar to How to Preserve Brand Health in Social Media (20)
Winning at Social - 4 Steps to Enhance Your Social Media StrategyEvgeny Tsarkov
Winning at Social - 4 Steps to Enhance Your Social Media Strategy (by MarketingCloud)
Победить в социальных медиа - 4 шага к расширению вашей стратегии работы в социальных медиа
Listen Publish Analyze - Intelligent Guide to Social Media Management PlatformsEvgeny Tsarkov
Listen Publish Analyze - Intelligent Guide to Social Media Management Platforms (by UnMetric)
Слушай, Публикуй, Анализируй - Интеллектуальное руководство по платформам управления социальными медиа
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
As the call for for skilled experts continues to develop, investing in quality education and education from a reputable https://www.safalta.com/online-digital-marketing/best-digital-marketing-institute-in-noida Digital advertising institute in Noida can lead to a a success career on this eve
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
[Google March 2024 Update] How To Thrive: Content, Link Building & SEOSearch Engine Journal
March 2024 disrupted the SEO industry. Websites were deindexed, and manual penalties were delivered—all to produce more helpful, more trustworthy search results.
How did your website fare?
Watch us as we delve into the seismic shifts brought about by Google's March 2024 updates and explore strategies to not just survive, but thrive in this dynamic digital landscape.
You’ll learn:
- How to create content that is valuable to users (not just search engines) using E-E-A-T.
- How to build links that can boost rankings and withstand algorithm updates.
- Best practices for content creation and link building so you can thrive during algorithm updates.
With Vince Ramos, we'll examine the implications of the latest algorithm changes on content creation, link building, and SEO practices, and offer actionable insights from businesses like yours that have remained steadfast amidst the volatility.
Using real-life case studies, we’ll also show you the effectiveness of manual link building techniques and person-first content strategies.
Whether you're a seasoned SEO professional, a budding content creator, or anyone in between, this webinar will help you weather the changes in Google's algorithms and capitalize on them for sustained success.
Check out this webinar and unlock the secrets to thriving in the new Google era.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Mastering Email Campaign Automation Strategies and Best Practices - Michelle...
How to Preserve Brand Health in Social Media
1. How to Preserve Brand Health
in Social Media
White Paper
Executive Summary
Many companies tap into social media to foster engagement with
their audience and to stay abreast of customer needs, market trends
and breaking news requiring attention. However, even the savviest of
organizations may overlook the need to monitor for brand protection-
related issues, such as brand impersonation, account spoofing or even
counterfeit goods. With a growing focus on social media channels—
and growing pressure to deliver measurable results—it’s critical
that marketing executives address these risks. Otherwise, they’re at
risk of sacrificing hard-earned brand trust and the ability to engage
consumers one-on-one. This paper explores these issues and offers
best practices for protecting your brand in social media channels.
Social Media: The Double-Edged Sword
Digital channels—including social media—are an increasing part of
people’s personal and business lives. It’s no wonder that companies
are dedicating more branding and marketing resources to these
channels. In particular, social media marketing has taken great
leaps in the last few years. Simple “buzz building” has evolved to
unleash new opportunities for brands to engage with customers and
consumers, deliver customer service and even conduct real-time
market research. While some executives have not fully adopted and
integrated social media into their overall marketing, others have made
it an essential component of their brand-building strategy. However,
2. 2
White Paper: Preserving Brand Health in Social Media
while they are familiar with the rewards of this channel, not all marketers are aware
of the potential pitfalls associated with it.
With every new communication channel comes challenges, and social media is
no exception. Just as email spawned spam and phishing, and the Internet bred
sites selling knock-offs and promoting fraudulent offers, social media is ripe for
exploitation by brand impersonators, counterfeiters and scammers. Consider
spoof accounts. These are sometimes created by satirists and others who wish
to parody a company for entertainment purposes. However, they can also be
created by people intent on damaging a brand or lining their pockets by confusing
consumers who associate social media with transparency and trust.
Because social media is touted as a way for brands to show their authentic,
“human” sides, many consumers take brands’ social media accounts at face
value. In fact, the 2012 Edelman Trust Barometer found that social networking
(along with microblogging and content sharing sites) rose most dramatically from
the prior year in terms of trusted sources of information about a company.1
Yet,
research by Grant Thornton found that the majority (61%) of companies lack
a plan for dealing with fraud or privacy breaches that occur via social media.2
In fact, many companies underestimate the importance of including a brand
protection element within their social media strategy.
Even the most robust social media strategy is incomplete without a brand
protection component. The ability to identify and, more importantly, take action
against brand hijackers, impersonators and others with nefarious intent is critical
to ensuring the success of social media initiatives.
The Good and Bad of Social Media
The very characteristics that make social media incredibly appealing to consumers
are the same ones that make it ripe for those with ill intent. Social media enjoys a
tremendous amount of experimentation. It’s not unusual for fans and consumers
to be exposed to something new every day, whether a promotion, contest, fan
page or enticing content. And, without much to signal what is genuine and what
is not, consumers find themselves at risk of being hoodwinked—especially those
who place unquestioning trust in what they perceive to be authentic, personal and
transparent social media channels.
At the same time, the viral nature of social media is a boon for marketers because
it affords the opportunity to reach a large number of people quickly. But this
same instant reach can be a curse when consumers are presented with false or
misleading information or offers. Just as they’ve done via emails and other digital
channels, scammers, impersonators and counterfeiters are now using social media
“Marketing leaders
believe that social
marketing and media
have become intrinsic
to 21st century brand
building.”
– How Social Media is Changing
Brand Building, Forrester
Research, Inc., May 7, 2012
1. Edelman, Trust in Government Suffers a Severe Breakdown Across the Globe, January 23, 2012, http://
www.scribd.com/doc/79027949/2012-Trust-Barometer-Press-Release
2. The Realtime Report, 76% Of Companies Do Not Have A Clearly Defined Social Media Policy, November
28, 2011, http://therealtimereport.com/2011/11/28/76-of-companies-do-not-have-a-clearly-defined-
social-media-policy/
3. 3
White Paper: Preserving Brand Health in Social Media
channels in creative ways to dupe consumers into believing false stories about
a brand or into handing over their credit card or other sensitive information. The
negative impact on a brand is magnified exponentially when these “offers”—or
stories of brand deception—get shared via social media.
As marketers continue making strides in quantifying the business impact of their
social media efforts, they must protect their brand in social media channels. Just
as important, brands need to be able to take effective action when they identify
problems so that they maintain the trust of their customers, fans and communities
and avoid tarnishing their reputations.
Your Brand is at Risk in Social Media
While brand protection is paramount in the social media realm, it starts by
understanding the various ways that brands are vulnerable. After all, brand
protection issues are unique to each business and must be dealt with appropriately.
The key is to identify the effect of brandjackers on your social media programs and
your brand.
Undermining Brand Engagement
Impersonators with malicious aims get between your brand and your customers
in order to advance their own purposes. Whether they are misappropriating
copyrighted images and photos or trademarked brand names or slogans, the
intent is to fool consumers and your customers into thinking an offer or message is
legitimate. Imagine how such activity could interrupt your brand’s attempts to foster
engagement and goodwill with consumers.
Sometimes someone with malicious intent simply wants to damage a brand. In
such a case, the person may spread misleading or dangerous information, such as
a false stock tip or a lie about a product recall. Regardless of the method employed,
this person is focused on causing harm, often by casting doubts on the brand’s
viability or credibility.
Misleading Consumers in the Name of Fraud and Counterfeits
Scammers and impersonators also set up fake pages or profiles with the
unauthorized use of copyrighted materials and/or trademarks to give off an aura
of legitimacy. And, they are savvy enough to tap into the latest trends, such as the
growing use of digital coupons (up 41% in 2010 from the previous year)3
and gift
cards.
Scammers don’t hesitate to circulate fake coupons and gift cards that unsuspecting
consumers try to present—unsuccessfully—at the checkout counter. In a digital
twist on an age-old problem, counterfeiters promote e-commerce sites selling
“Of marketing leaders
we surveyed for this
report, 92% believe
that social media has
fundamentally changed
how consumers engage
with brands.”
– How Social Media is Changing
Brand Building, Forrester
Research, Inc., May 7, 2012
3. MediaPost, Digital Coupon Users Are An Upscale Market, February 23, 2011, http://www.mediapost.com/
publications/article/145227/
4. 4
White Paper: Preserving Brand Health in Social Media
fake goods through spoofed social media accounts. By posting links on their fake
profiles or fake pages featuring your brand’s logo and legitimate product photos,
they may mislead consumers into purchasing counterfeit wares. Whether a high-
priced fashion accessory or an everyday necessity such as batteries, no
product is off limits and no brand is exempt from counterfeiters.
Bottom line: These scammers pose serious danger to your brand,
potentially leading to customer service nightmares, brand damage and
lost brand trust. Moreover, impersonators’ and counterfeiters’ activities
in the digital realm can increase your marketing costs while negatively
affecting social media metrics. Consider this finding from Bain &
Company research that found that “the average [fan on a popular social
network] ‘likes’ no more than seven companies or brands.”4
This insight
underscores how brandjacking in social media can have a big impact
on increasingly selective consumers. By including a brand protection
component in your social media strategy, you can avoid diminished
customer engagement, reduced market insight and a tarnished
reputation.
Proven Ways to Protect Your Brand in Social Media
While more and more companies are monitoring the social media
channel, they often overlook the need to monitor for brand misuse or
misappropriation. By incorporating the following best practices into your
social media program, you can safeguard the health of your brand and
preserve customer trust.
Establish a Registered, Official Presence on Social Media
Whether you’ve created a blog, microblog and/or social network page, be
sure you’ve taken steps to “make it official.” Some social media platforms
make it possible to prove your legitimacy. If your chosen platforms let
you add a “verified” label to your pages, for example, take advantage of
this. If they don’t offer a way to show that your pages are bona fide, make
sure your company’s main website includes information about and links to your
presence on social media.
And while you’ve probably already registered and/or recovered all of your brand’s
vanity URLs, don’t overlook emerging, special interest or lesser-known social media
sites. After all, the Internet is home to hundreds of these sites, and new ones are
cropping up all the time making this is an ongoing process.
Monitor for Impersonation and the Misuse of Brands and Trademarks
In social media, scammers can easily impersonate a brand. The key is to prevent
those with ill intent from fooling consumers and your customers into thinking they’re
engaging with your brand when they’re actually interacting with an imposter.
3 Signs Your Brand Has Been
Hijacked in Social Media:
1. Someone is using your brand as their
registered username, such as with a
maliciously-intended spoof account.
2. Your trademarks and copyrighted content
are used liberally, including within the name
or description of pages, blogs, etc.
3. The look and feel is difficult to distinguish
from your legitimate social media presence.
How to Respond:
1. Proactively register your brands as
usernames across both leading and
emerging social media sites.
2. Use tools to automatically search social
media for unauthorized use of your brands
and trademarks.
3. Take appropriate action—whether notifying
the individual or contacting the social media
site to report a violation of its terms of
service—against unauthorized use.
4. Make sure your monitoring program is
designed to provide constant vigilance to
discourage repeat offenders as well as
opportunists.
4. Bain & Company, Putting Social Media to Work, September 12, 2011, http://www.bain.com/publications/
articles/putting-social-media-to-work.aspx
5. 5
White Paper: Preserving Brand Health in Social Media
Actively watch for signs that impersonators are tampering with your brand and
trying to lead consumers astray.
Take Action Against Brandjackers
It’s not enough to keep an eye out for scammers, impersonators and counterfeiters
—you need to take appropriate action. Depending on the circumstances, this
may mean contacting the individual to understand their motives, establishing
a relationship and explaining how his or her activity is in violation of your brand
guidelines. Or, it may require cataloging the activity and reporting the malicious
impersonator, counterfeiter or scammer to the social media site so the site can
enforce its terms of service. Remember, while social media sites want to provide
safe environments for their users, they can’t possibly be monitoring and catching
every instance of brand infringement. That’s why it’s critical that your social media
strategy incorporates a brand protection component to watch for brand misuse,
conduct appropriate enforcement measures and monitor for compliance.
Conclusion: Complete Your Social Media Strategy with a
Brand Protection Component
Along with the advantages of social media—such as the ability to engage with
consumers—come risks. The far-reaching, transparent and viral nature of social
media makes it ideal for scammers seeking to exploit the value and power of
established brands.
Marketers have no choice but to fight back. Facing growing pressure to build brand
engagement and loyalty through social media while measuring its impact, they
can’t afford to be undermined by brand impersonators and counterfeiters intent on
causing damage to reputations and the bottom line.
With so much at stake, it’s imperative to incorporate brand protection into your
social media strategy. Doing so will empower your organization to more easily stop
problems in their tracks—before they negatively impact relationships with fans,
friends and followers. This is the first step to protecting the health of your brand,
and ultimately, revenues.