Wednesday, December 1, 2010

The Social Network - Play by the Rules

Image via Tom Fishburne: Marketoonist
Every brand, big or small is jumping on the social media wagon thinking it to be the solution to all their problems. What they sometimes forget is that it's not the media which holds the key to great branding, it is how they use that media.

This pic depicts a facebook page for a brand (the cartoon is by Tom Fishburne) and brilliantly sums up the problem that brands high on social media face today. Why should I "like" a page and get updates on my feed if the brand had nothing to offer other than talk about how great it is? Wouldn't you hide the feeds or even block a real person like that?

Right from the start of print ads, engaging the consumer was the most viable part of any campaign and it hasn't changed since then. Brands should find a way to promote themselves not just by bragging about benefits but also offer an incentive to the consumer to make sure she interacts with the brand via the facebook page. Remember that the entire web is vying for her attention and each brand is just a click away!

Social media has done much to humanize brands, more than we ever thought possible. So if your brand was a person and his benefits were say like personal attributes, try building a personality people genuinely like.

1. Don't be shy, rude or boastful.
2. Treat your facebook fans like friends.
3. Be accessible.
4. Have a sense of humor.
5. Share. Don't just dump information.

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