There are certain brands I cling to. There are certain brands everyone in this world clings to. These brands hold a special meaning in our lives; whether its through the products practical use or not, it’s the quality of these products that keep us coming back. Additionally, these brands and products uphold the American values and dreams. Some of these brands include McDonald’s, Coke, Apple, and yes, even Starbucks.
Starbucks has catapulted its brand into the stratosphere of incredibility. The way its brand support through social media has driven it to further success is remarkable. This brand has proven its commitment to a great product and a great consumer experience. By taking the next step and utilizing the new digital era, the brand is reaching a whole new way of thinking (and a new generation). This new digital era is all about interacting with the brands that affect our lives the most. By involving the consumer in the product, you create an atmosphere that is more conducive to sales and a tougher consumer commitment to the brand.
The brand of BP, on the flip side, has had to use social media to repair a damaged reputation of its brand. After the oil spill, consumers were turned off and even disgusted by the actions BP took. To reach out to the consumers, BP began an intense campaign utilizing social media tools to help. One big thing, though, is BP began staking claim to keywords “Deepwater Horizon”, “Gulf of Mexico oil spill”, and “oil spill”. They were able create a landing page that provide all the necessary information regarding BP’s actions to the environmental emergency. On the to note, with the use of the social media tools, BP was able to start a conversation with its consumers. The Facebook and Twitter pages allowed participation with the general public, rather than just providing a BP commentary on what was happening. These pages include photos, videos, and a comments section (on Facebook that is) to allow for other consumers to upload their content and contribute to the ongoing conversation.
There is always an ongoing conversation with every brand on the planet. Taking advantage of the free tools will help your company’s brand reach a new market. By creating a Facebook Fan page, for example, you give an outlet for your consumers and potential consumers to check out the conversation. They are able to get feedback from others who have used the company’s products or services, and upload their content that is relevant to their experience of your brand(s). This interaction and participation is what makes these social media tools so crucial for brands to survive in this new digital age. Creating a Twitter page takes social media to the next level. By having a twitter page, followers can retweet content to their followers, and so forth, allowing for the spread of content at an unbelievable rate. When before, it could take weeks or even months for millions of people to find and consumer content, now, they are able to find that same content in hours and days.
The same content is being shared in new and different ways. You need to engage your consumers and make them a part of the development of your brand. It’s true that they won’t have any monetary gain in the brand, but making the brand established on the values and beliefs your consumers uphold creates an atmosphere of conversation.
This conversation makes people loyal to the brands they love. They feel included and willing to go out on a limb to spread your brand to others. Without these incredible tools of social media, brands will simply fade, while others will be the leaders in tomorrow’s market.
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