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Remind Me Again Why I Should Utilize Social Media Marketing?Everyone is familiar with the term “branding” but it has different meanings todifferent people. From a consumer frame of reference, the term branding brings tomind businesses such as Nike, Apple, Google and Xerox. Google and Xerox haveeven become verbs – now this is taking the theory behind branding to the nthdegree! Naturally, we can’t all be giants like Google and Xerox, but we can utilizethe same branding concepts to a lesser extent.Branding is defined as “
a distinguishing name and/or symbol intended to identify a product or producer 
”. What this means from a marketing perspective is, what is itabout your product or service that makes you stand out from the crowd? TheAmerican Marketing Association (AMA) defines branding as a "
name, term, sign,symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers
”. “Differentiate” and “distinguish” are the keys here.In order to be successful with your branding, you first need to understand the needsand wants of your target market. Like anything else in life, there can be a hugedifference between what message is intended to be communicated and theperception of that message. The actuality is the perception – the intention is not.How can a company know what the consumers’ perception is? That is where socialmedia marketing comes into play. The world has evolved. Let’s face it folks. TheInternet is a force to be reckoned with and if you, as a business owner, are nottaking full advantage of the tremendous resources of the Internet, you are doingyou and your company a huge disservice. Blogs, forums, social networking sites, toname a few, are platforms for sharing and communicating. If consumers have hada negative experience with a company, there is a good chance they will share theirexperience with the world on some social media platform. Unfortunately, it is easierto find negative comments than positive comments – but that is human nature.How often do our friends, family, children call us just to say “Hey, things are goinggreat”? More often than not, they will call to talk when they are upset aboutsomething or have a problem. And how often, once that problem is resolved, dothey call to let us know that everything is now ok? We have all been guilty of thesesame behaviors – thanks to my mom for pointing out when I do it. As a businessowner, it would behoove you to know what your customers and potential customersare saying about you and defend yourself when/if necessary.Social media marketing is about being social, communicating, establishingrelationships, educating, learning, listening, and being both proactive and reactive.In today’s hyper-competitive economy, in order to stay alive and on top of yourcompetition, you have to embrace the Internet and social media marketing.Often people oppose change because they fear the unknown or are afraid of tryingsomething they may not be familiar with. But, the economy, the consumer and the
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