Do problems with your brand mean more opportunities in social media?
I spend a lot of time thinking about how companies can use social media tools to enhance their communications efforts.
- Some involve a new take on traditional outbound or inbound marketing.
- Some are conversational, building relationships rather than “selling.”
- Some focus on customer service and solving pain points for people.
It occurs to me that to some extent, the effectiveness of two of the options above may depend on the state of your existing brand.
Caveat: This is by no means the only factor involved in this decision, which is why companies need to approach social media from a strategic perspective (with full consideration of multiple factors) rather than a tactical one.
If your brand is healthy and people generally think positive things about your organization, well-targeted communications along interruption and destination-based lines may be well received. However, if your brand has little equity and people are distrustful, it may be that you have more to gain from other social media approaches than healthy brands.
Why?
Because the bar is set low.
Wooden corporations can benefit greatly from allowing some personality within their online activities. As I often say, people don’t want relationships with brands; they want them with people. (Note: I’m not talking about slick artwork and design; I’m talking about real people.)
Similarly, if your brand is on thin ice, online customer service improvements can be received with open arms. Peoples’ expectations are so low that just solving problems (essentially, taking them from a negative to a neutral state with the product/service) can have positive effects on your brand. Companies like Dell and Comcast bave benefited greatly from this approach.
As I noted recently, it’s when times are tough that you can differentiate your company.
What do you think? Do you think companies have more to gain from social media when their brand is suffering?
(Image: Shutterstock)
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RT @davefleet: Do damaged brands have more opportunities in social media? [link to post] Interesting blog post from Dave Fleet.
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Do Damaged Brands Have More Opportunities In Social Media … [link to post]
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Do Damaged Brands Have More Opportunities In Social Media … [link to post] @simpliflying
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RT @geetarchurchy: RT @raxlakhani: Do Damaged Brands Have More Opportunities In Social Media? by @davefleet.com [link to post]
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Do Damaged Brands Have More Opportunities In Social Media? by @davefleet.com [link to post]
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RT @raxlakhani: Do Damaged Brands Have More Opportunities In Social Media? by @davefleet.com [link to post]
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RT @simpliflying: RT @shitijnigam Do Damaged Brands Have More Opportunities In Social Media [link to post] @atmeorg, We say yes.
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Interesting. RT @geetarchurchy: RT @raxlakhani: Do Damaged Brands Have More Opportunities In SM? by @davefleet.com [link to post]
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@BrotherMagneto Interesting point but does depend on the brand. Can’t imagine Philip Morris or Shell being v. social for example
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RT @sonnygill: Interesting thoughts by @davefleet and whether damaged brands have more opportunities in SM: [link to post] #HTArmy
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Interesting thoughts by @davefleet and whether damaged brands have more opportunities in SM: [link to post]
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RT @ClickDocuments: Do Damaged Brands Have More Opportunities In Social Media? – [link to post] via @davefleet
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Do Damaged Brands Have More Opportunities In Social Media? – [link to post] via @davefleet
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rt @Mandy_Vavrinak Do Damaged Brands Have More Opportunities In Social Media? [link to post]
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RT @DannyBrown Great post from @davefleet on whether social media can help tarnished brands [link to post] [interesting]
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Do Damaged Brands Have More Opportunities w/ Social Media? [link to post] (by @davefleet) #hcsm #socialmedia
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RT @DannyBrown: Great post from @davefleet on whether social media can help tarnished brands [link to post]
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Great post from @davefleet on whether social media can help tarnished brands [link to post]
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@RetiredWorker1 I think Sprint (although they’re well-known) is a good example. @davefleet makes great point about opps.
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Do Damaged Brands Have More Opportunities In Social Media? [link to post]
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RT @DannyBrown Great post from @davefleet on whether social media can help tarnished brands [link to post]
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@davefleet ‘s argument for damaged brands getting more from SM ([link to post]) made DR. WHAW? list (http://tinyurl.com/nahkeh)
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Do Damaged Brands Have More Opportunities In Social Media? | davefleet.com – Yes, but not as many opportunities as kitschy brands… [link to post]
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Can damaged brands receive more benefit from social media? [link to post] < --interesting points.
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@davefleet argues damaged brands have more to gain w/ SM [link to post] Relatively only place to go is up!
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[...] written on this topic before – there are several reasons why the opportunities are so great, but one stands out: the bar [...]