Brand communities on social media platforms can have a tremendous influence on a company’s overall reputation, either in a good or bad way.
Read moreStorytelling – The Success of Talking Brands on Social Media
The rise of social media has changed the traditional way of doing marketing (Brawise & Meehan, 2010). Today brands need to interact with customers and tell them stories they believe in (Gunelius, 2013). The ability for companies to engage and collaborate with customers has grown since the beginning of Web 2.0 and the increased use of social media around the world (Brawise & Meehan, 2010). Through social media costumers are empowered to interact with both brands and other people (Christodoulides, 2009). The one-side communication model used in traditional marketing has become unsuitable for the Web 2.0 (Armelini & Villanueva, 2011; Christodoulides, 2009). Instead of being informed by companies, people want a dialogue between the brand and themselves. With other words people seek for a two-way communication with the ability to share thoughts and opinions (Christodoulides, 2009).
Read moreImportant rules brand should know to succeed in social media
As the penetration of social media is growing dynamically, and consumer eagerly spends their time being social online, brands should react to the changes and be where the consumers are. Social media is a unique environment, where users are ready to share their emotions, are opened for interaction with each other and the brands. This article provides the recommendations on what marketers and the agencies responsible for brands promotion should know and what rules should they take into consideration to succeed in social media and build strong relations with consumers. The article concludes that it is vital to adhere to all of the rules to succeed in the social media environment.
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