Digital branding in the new internet marketing age is creating the need for marketers to understand how they can measure social media interactions with their brand, how to measure social brand loyalty and create social brand equity. Companies are more and more interested in learning how to make social media work. There are many assets on the internet that a company can create using Facebook, Twitter, Youtube and many other such channels. And then this creates a need for them to manage their digital presence and brand.
Here are some channels that companies have frequently started to build:
1. Facebook Fan pages
2. FB Connect
3. Twitter Channel
4. SEO and Ad Targeting
5. Social media enabled company web sites
But the HOT question still remains – What next? How to set goals and identify gaps?
Here are some of my recommendations:
1. Revenue Growth: The social media activity needs to have a strategy to increase revenue. It is important to choose social media tools and tactics that align with increase in engagement to ultimately drive revenue growth. This is a distribution channel to leverage information you develop daily. Don’t be afraid of social networking or Twitter. Virtual Goods and Gaming are huge opportunities as are fun quizzes and polls and other lead generation activities.
2. Know your customer: Social Gaming and social media are NOT for teenagers only. It is important to know your customer. Millions of people visit FB and Twitter daily. It is important to know where to find your customer or draw their attention if there is something you feel might of interest to them. Don’t limit yourself based on what you know, try to find out who your customer is and how easy it is for them to find you where they are.
3. Content is KING: Content is still relevant to draw the attention. If you have something that people value, they will be drawn to learn more. If they find it meaningful and relevant what you have, then they will come back for more. Eventually, you will build credibility and they will purchase – take us back to point #1.
4. Mobile: Be on TOP of your mobile strategy. My iPhone is my mini computer and I don’t go anywhere without it. So, If I am your consumer, you want me to have access to you while on the move. The cool iPhone Apps that allow you to check in to airlines, pay bills and order pizza are examples of how companies are finding ways to be close to the customer.
5. Build Relationships: Cannot emphasize on this enough. If you have strong relationships, competition will find it hard to break in. Response to customer queries is critical and don’t forget if one customer praises you – you will be making GOLD. So, do whatever it takes to keep your customer happy. I say give them such a incredible experience that they never switch to your competition and become your unpaid, voluntary brand ambassadors online and offline
—Contributed by Deepika Bajaj, President and Founder, Invincibelle, LLC and co-founder, ActiveGarage (the company behind 99tribes). Deepika is also the author of the book DiversityTweet: Embracing the growing diversity in our world and Pink and Grow Rich:11 Unreasonable Rules for Success You can follow Deepika on Twitter at invincibelle