Brand Building, Launch And Promotion On Social Web
Giving a new dimension to advertising has never been easier, especially since more than 200 million people now use social networks. Hence, once a company decides to use social networks for promotion and advertising, it can expect satisfying results.
Nevertheless, we have to remember that social networks are fairly different from other more traditional media channels. On social networks, consumers can take part in discussions and thus help a brand build a reputation. Meanwhile, with traditional media channels, we have a choice, but the viewers don’t. Thus, we can serve them whatever type of advertisement we have in mind.
Moreover, connections are what social networks thrive off, as well as conversations, sharing experiences, and discussions. In essence, they’re platforms where users can review brands and share their opinions. Thus, in order to find out what results we can expect from using these and how our brand promotional strategy should look like, we have to understand how opinions and reputation are formed there.
We shouldn’t be discouraged by the fact that tried and tested brands have already made a mark on social media. There is plenty of space for us there to create a buzz around our brand, which will then spread further and boost our reputation. Still, we first have to understand consumer behaviour and how the communication process works to position a brand or product in the realm of the social web.
What do conversations on social networks look like?
Most of the time, people will leave comments or say what they think about a business by sharing their experience. They will either say what they did or what happened to them. For instance, if our topic is Wimbledon matches, most people will say what the weather was like, how they travelled, and if the hotels were nice. In essence, they’ll give authentic feedback about their trip.
Then, others will join in and talk more about the hotel if it gets in the centre of attention. People will start sharing their experiences and will comment on the service, which will later lead to the formation of one collective opinion. But if that same hotel takes part in the discussion, it can influence it. By adding comments and replies, it can generate a better reputation or positive publicity.
But that’s not all. Since the hotel is also sharing and commenting, it is also giving credibility to its statements. Thus, it comes off as official and authentic.
That is something that can help it build a good reputation and loyalty among its online community. What’s more, other communities can also witness the involvement of the hotel and share in those same feelings.
Using social networks to our advantage
If our company plans to present a new brand, it’s a good idea to use social networks to launch it. Moreover, we should start early by engaging our audience before the launch. That way, we can build an online community that will be eager to learn more about the new brand.
By doing so, companies can gain insight into the market’s psyche. They can understand, as well as evaluate consumers’ reactions. Moreover, they can get to know them better and execute their plans accordingly.
Thus, if used smartly, social networks can provide the companies with online communities they can later use as a launch vehicle. With such a powerful tool, they can effectively advertise and market the new brand during the launch.
Richard Larson is a blogger and Brand Manager for GoPromotional.co.uk the UK leading supplier of Promotional Products and Printed Gifts. He enjoys sharing business and marketing tips, both online and offline.