Building brands in a changing society

Why Isn’t Every Brand Already a Social Brand?

Why Isn’t Every Brand Already a Social Brand?

It’s clear that the benefits of social media to marketers are many. Marketers can open a two-way dialogue with consumers, influence powerful word-of-mouth advocacy, and build rich stores of data about their target audience. Yet, if social media is so attractive, why isn’t every brand already a social brand?

First, marketers need to make tough choices about how to manage a message across the established platforms—and how to deal with new platforms that emerge with regularity. An app or social network could be a novelty one day but mandatory the next, depending on mainstream uptake. Take Pinterest, for example; unique visitors to the site grew by almost 800% from 2011 to 2012, according to comScore.

And what role will each network play in the marketing mix? Will one of the leading sites—Facebook, YouTube, Twitter—be a primary platform and the others act as traffic drivers? Or will they be given equal attention and resources? Every decision has implications for marketing department priorities, budgets and staffing.

Read the rest on the Canadian Marketing Association Blog.

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