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Social networking is as old as the hills. Think Tupperware parties. Think medieval artisan guilds. Think cavemen. So what’s all the hype about then? And why – in this age of information overload – should you care? Few of us need more to do. But there are some compelling reasons for you to get on this bandwagon.

The Internet does for social networking what Magic Potion (or Gummy Berry Juice) would do for Brian Habana during a big game – it takes an unstoppable force and makes it a superpower with unparalleled strength, speed and reach. People are already talking about your brand (read about our take on branding here). Social media enables you to become part of the conversation, influence perceptions and gain valuable feedback. Here’s the lowdown:

1. It can Save your Reputation
   Social media can transform bad news into good news. If you pay attention! The web enables you to track what people are saying about your brand. Online monitoring tools like Trackur are effective, user-friendly reputation guardians. Even a simple Google search can reveal the channels people are using to discuss your brand so that you can respond through the same channels.
2. It’s Customer Service in Public
   Social Media takes customer care out into the open. Honest and transparent public responses to complaints build your brand’s credibility. Meeting and exceeding customer expectations inspires trust and it boosts word-of-mouth promotion. Have a look at how MTN does it here.
3. It Attracts New Customers
   An effective social media campaign will make your brand more visible and recognised. It’s a bit like throwing a party: You send invitations to the right people, give them something interesting to do, let them mingle and watch the magic happen. See Volkswagen playing the host at such a virtual event here.
4. It Fosters Customer Loyalty
   Social media will help you create a brand community that engages people. In the new marketing landscape, consumers do not merely buy products or services; they buy into a tribe. Marketing now not only connects people to products, but to each other. Features and benefits may be enough to convince someone to buy your solution to their problem. It’s a lot trickier to convince that same person to join your brand clan, but the result is a far deeper and more lasting commitment.
5. It Creates Thought Leaders
   What is your speciality? What is it that makes your brand unique? What do you do better than anyone else? Social media has made every brand a potential thought-leader and trendsetter. It allows you to share what you know (in bite-sized portions) and so demonstrate your expertise. As customers begin to notice you and tell their friends, your reach grows. So does your brand. You’re inspiring trust. You’re winning friends to influence people.
6. It Builds Networks
   The web is the largest data base that ever existed. Besides linking you to customers, social media can build a tribe your employees are proud to be part of. It can even help you find the perfect employees to help build your brand. It will connect you with experts in your field, lead to profitable partnerships and even let you eavesdrop on your competitors just a little bit.
7. It Creates Balanced Publicity
   PR no longer means Public Relations, but Public Relationships. Publicity now involves talking to customers, not journalists. In fact, the ease of online publishing means that every customer is a potential journalist. The aim of PR has shifted from pushing a message to engaging the community.
8. It Makes Economic Sense
   The bottom line is… your bottom line. Studies show that only 14% of consumers trust advertisements, while 78% trust the recommendations of their peers. Just 18% of television commercials generate a positive return on investment at all. Buying consumer interest through traditional advertising costs 65% more than earning it through social media.

Still wondering why you should bother with social media?

I didn’t think so.

As Business Week reported in February 2008:
“Look past the yakkers, hobbyists and political mobs. Your customers and rivals are figuring [social media] out. Our advice: Catch up… or catch you later.”

We’d love to hear from you:
How are you going to harness the power of social media to build your brand?
No ideas? We have plenty of sweet ones! Contact us here for help.

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Comments 

 

#2 Amy 2012-03-15 10:25

Awesome!

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#1 lisa 2011-07-27 14:38

"jam-packed" with useful tips and information

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