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The Dangers Of Brand Redefinition Via Social Media
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Social media is a UGC (user generated content) driven media which influences and impacts peer groups online. What this also means that brands are significantly impacted by the word of mouth power through social media the world over. This brings us to a real possibility i.e. Brand redefinition via Social Meida. Brand redefinition is certainly a significant possibility, considering that marketers are no longer the only people capable of creating communication which reach the masses.
The even more difficult question is that when can a marketer term it as dangerous.
The way I see it, ultimately a brand exists in the mind of its consumers. Different segments take away different experiences from your brand and your brand could mean something unique to each of them. It could be positive or negative, but on the whole it is probably different from what you intended.
Social media only amplifies this existing opinion & brings it to light, so in that sense it is free market research.
With social media a crazy fan could end up portraying your brand in a different light. Similarly an angry consumer can really create havoc especially if his post appears on the first page of google.
The key task of a brand manager is to understand when to interfere and when to let your consumers ride you.
It is more than advisable to have a sense of humour as a brand at this stage, learn to laugh at yourself if the social media adventures of your consumers are not blatantly malilcious.
“There is no such thing as bad PR” still applies in the above case.
Of course, when consumers lash out online, you probably don’t have a choice but to step in and address the issue to the best of your ability. Resolving issues publicly is better if you are confident that you can actually resolve the issue, otherwise try to take the conversation offline.
What do you think? Should you interfere in the social media adventures of your consumers or should you lie back and let them shout?
Guest Post by Ishwar S
Also Read -> 5 Dangers of Social Media
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I think there is a significant area where a brand manager can actively take part in - this would primarily be in the grievance addressal process - take the negative feedback, get in touch with the consumer and try and sort it out. most bad reviews are often a reach out to the general traffic for assisting in finding a solution.
Over a course of time if this is followed strictly and the blogger/reviewer updates his article to say that the problem was solved , what the brand manager achieves is not only nullification of the negative feedback but an added advantage of possibly being perceived as a company which is very proactive in its customer service
Hi,
The article is written by guest but I would like to know his name. I do appreciate this guys concerns over social media marketing, but like every media even internet has its share of discrepancies from an entrepreuners point.
However, social media can be an enthralling medium if used correctly. It is upto a social marketeer to convert every gripe to a good vote.
Normally when people crib about your products, you dont even know who is it or from wht walk of life. Social media gives you the power of knowing the people who do not like your product/service.
You can approach them and take constructive feedback. Also, just iomagine if you get a mail from the product team of a company you just bad mouthed a few hours back asking for your feedback and offering to help you out.
From my view point social media, if used correctly, can make all the difference cause it gives something that other media do not - a personal touch