Brand marketers realize the importance of social media, but they’re unclear as to how it canspecifically help with engendering loyalty.
believed social lends to loyalty, but
were neutral on the subject. While marketers were split on loyalty, over one-half agreed that social media serves as bridges to reaching customers and prospects.
Update the Brand Style Guide
The study also revealed a growing concern among brand marketers on how they engaged withconsumers today. The consensus was that in order to successfully connect with consumers in sucha way that reinforces brand attributes, representatives require training, messages, andempowerment.When it comes to brand dilution, consumers aren’t alone in their endeavors. Brand representativesand the lack of a prevailing strategy, mission, or purpose in social media causes the breakdown of branding and messages directly from the source. At the moment, a disconnect exists between thebrand, its representatives, and consumers in social media. This disconnect starts with understandingthe brand’s voice, presence, and personality and what it is it needs to say to the varying roles of thesocial consumer.I refer to this series of fragmented touchpoints asThe Last Mile. And in order to establishconnections with individuals in their domains where they are in control of their experiences, it takesempathy combined with value, reinforced by branding elements that strengthen the story, theengagement, and the resulting activity. Without first defining the brand in these prominent socialnetworks, how can we expect it to thrive and flourish let alone inspire consumers?To prevent the dilution of our brands in social media, everything must begin with revisiting andrevising thebrand style guide.This style guide must be embodied by brand representatives where
engagement is clearly led not by the “brand you,” but instead the brand “you represent.”In an era where brands are both created and co-created, defining our brand, its meaning, and itsvalue and humanizing it, will set the stage for collaboration and brand concentration.Losing control in an era of socialized media and equalized influence, actually gives birth to animportant form of empowerment. With a new found ability to listen to conversations tied to brands,products, and experiences and also analyze associated sentiment in real-time is stirring and