Up until a few years ago, companies were hesitant to put down money in a medium that had yet to prove itself.
Fast forward to 10 years ago, and social networking has completely changed the way we do business. No more are we hesitant to pour money into newer marketing channels, because for one, the dollar amount is still generally more affordable than traditional media ever was and two, in almost all instances, social media has proved to be an excellent marketing tool.
But apart from a B2B perspective, digital media has changed the way we interact in general. It’s an addiction that’s hard to shake, and one the next generation will be born into it (and not know otherwise).
From the shrinking violet who now finds herself surrounded by friends, to the online marketing guru who peddles his products and makes millions, the social networking bug is here to stay. It’s how we leverage it to our benefit – on a personal or professional level – that’s important.
From a business point of view, the fact that these results can be monitored and measured immediately is a key selling point. Then, there’s the additional advantage that friends, colleagues, and fans can be roped into promoting a brand, thereby creating a virtual sales team of unpaid evangelists. Add to this mix, affiliate marketing, text link ads and banner advertising, and the social web provides a heady mix of solutions and measuring tactics that digital marketers love to experiment with.
Unfortunately, there is downside to this story, one that thousands of individuals and corporations face on a daily basis. In order to stand out amongst the millions of online users, you need to be bold and consistent. Fail on either level and you are liable to get lost in the crowd. This holds true whether you are promoting yourself or your company.
Then, there is the possibility of diluting your message or worse still, your brand. This can happen when the goal of the company is not clearly defined and passed on to company employees. It can also happen when the brand begins to diversify in both nature as well as the medium it uses. An undefined brand can pass out multiple messages, leaving the user more confused than ever.
Having said this, it’s an exciting time to be online. Brands are working with social media companies to establish best practices and newer strategies to get themselves visible. Individuals are creating brands out of themselves and the success some of them meet with is outstanding. In order to maximize your brand’s online potential, here are a few points to bear in mind:
Define your brand upfront: While your brand may diversify in the products and services it offers, its core message should always remain the same. Social media helps create an awareness of your brand, communicate its key messages, and define a positive reputation and a healthy trust between consumer and owner.
Select social media channels and experiment with them: Unless budget and resources dictate otherwise, it’s hard to network consistently across multiple channels. Find the one best suited for your business’ needs, and test and retest these channels to ensure they work for you.
Network selectively and be true to your brand: It’s easy to change your beliefs and opinions to go with the flow. But people – friends, colleagues, customers, and potential buyers – are more likely to buy into your brand if they find you honest, upfront and with a personality they can relate to. Similarly, ensure your branding stays consistent, be it in the form of logos, avatars, or online signatures.
As with any online strategy, it takes times and an effort to get your brand noticed. But attending to the smaller details upfront can ensure you get off to a good start.
