A social media strategy creates a brand by facilitating a “conversation among friends”. This conversation takes place on a social media platform. There are many social media platforms and many of these platforms are integrated. For this article I would like to describe “creating a conversation” using the Facebook platform.
Okay. we have to create brand by having a conversation between brand and customer. HOW IS THIS DONE? In very simple terms this is done, when a customer goes to a brand’s Facebook page and engages with content that is on that page. This engagement begins a deeper relationship (a conversation and friendship) between the product and the customer. This deeper relationship is the thing that creates a brand.
The preparation of the strategy is done with skills and intelligence so that benefits are increased. Don’t be fooled by cheap Youtube subscribers pricing rates with loss in quality. The relationship need to be strong to meet with the expectations of the people.
The “friendship” and “conversation” between a product and a customer to create a brand takes on an almost human dimension. To explain how a modern brand is created, let us recreate a human conversation. Two people meet. They have to have a place to meet. People meet on the street, they meet at a gym, they meet at a coffee shop. In the case of creating a brand, a consumer and a product meet at a Facebook page to converse. The two people continue to converse, with each offering something to the conversation. The conversation begins to evolve and it begins to get deeper as the two people get to know each other and get comfortable with each other. The conversation begins to evolve, the comfort level begins to expand, and the two now become friends because they find they have things In common and they like to be around one another. Each of these two people has their own social network, which is integrated with the other individual. If each of these two individuals has five friends, the original network expands from 2 to 12. If both of the original individual tells their friends that the new meet-up is a “good guy”, the new individual will join the new social network. A brand has been created. There are many individuals, but we gravitate toward our friends. In a large group of people, we will seek out our friends because these are the people who have a brand with us. This is how modern branding is done.
An individual wants to know something about a product. They go to the product’s Facebook page. They engage with some interesting content the company has put on that page. They make a comment in the “comment” section, which increases the conversation between product and company. The individual then posts what he has done with his other physical friends. This is how the brand is expanded.
For example, say Pepsi wants to introduce a new drink. On their Page, they offer a free coupon to anyone that will try the product. These people try the product, like it, go back to the page and give a post on the comment section. They will post to their friends about this new drink. Facebook has a wide scale. Because there are so many people involved, the new drink can get a wide following very quickly. This is how a brand is completed. A thing to remember about a Facebook Page is that if you reply in some way, either with a vote “like”, or you make a comment, etc. new news about the product will appear in your Newsfeed. You will come into contact with the brand each time you login to your Facebook account.
If the brand has a good strategy, they will follow you discreetly, trying to have more and deeper conversations about their product. This is why compelling content is critical to an effective branding strategy through social media. Just as in human relations, if you have the same conversation over and over again about the same topics each day that is going to become boring. You won’t want that person for your friend. A company has to constantly post new and engaging content to create the conversations that are needed to create world class brands.
Creating a brand is a very complicated process. The purpose of my article was to explain in very simple terms how a branding conversation is started and continued. There are many qualified trainers on the Net who have excellent training webinars in the technical “what to do”. It is my hope that you will seek these individuals out. Social media branding works. If it is done correctly, it creates a strong brand almost overnight. Examples are President Obama in his 2008 campaign, and the Ford Fiesta, which sold 12,000 units in its first week on the market, even though Ford had invested no money in conventional advertising.