Nowadays the presence of a specific brand on social media is a very crucial element and part of its business growth. Social media marketing has become a very influential tool on Web 2.0 by using platforms such as Facebook, Twitter, Instagram in order to create the conversation about the brand. (Bowen and Ozuem 2015, p.2)
What is social media? Why Brands use it?
Kaplan and Haenlein (2010, p.60) define social media as “a group of Internet based applications that build on ideological and technological foundations of Web 2.0 and that allow the creation and exchange of user-generated content.” Therefore, it is indisputable that brands have realized how important is to be present on social media channels and to keep in touch with their target audience.
One of the reasons why social media is essential for many companies is that the users are very often researching the brand’s social media accounts before purchasing the products. They usually search for reviews, opinions of other people and how reliable the company is. They create online communities, who share a mutual interest in the specific brand. They are called brand communities, which are “great business opportunities to effectively influence customers’ purchasing behaviours and to more deeply understand customers by monitoring their views and opinions.” (Bowen and Ozuem, 2015, p.2)
Consequently, by gathering data, researching and reviewing consumers’ behaviour, companies develop a perception of their target audience. Some very well-established and successful brands “can serve as the single most important criterion for purchase decisions among many consumers.” (Jin and Cendrola, 2017, p.3) However, it is brand needs to know their audience before they develop their online presence. It might happen that their target audience does not use social media. Although, they can be reached through their email addresses. Therefore, their only chance to communicate with the audience is via emails. Secondly, it is crucial to acknowledge what the brand’s message is and how it communicates key messages using specific platforms depending on its target audience.
There are many brand strategies available to use in order to succeed in this online world full of competitors. But, it is usually brands that know their audience, what values they stand for and what their missions in the society are. These brands are true champions. Moreover, consumers identify themselves through the brand. They relate to it because the brand represents their own values.
References:
Cedrola E. and Jin B. (2017). Brands as Core Assets: Trends and Challenges of Branding in Fashion Business. In: Jin B., Cedrola E. (eds) Fashion Branding and Communication. Palgrave Studies in Practice: Global Fashion Brand Management. Palgrave Pivot, New York.
Bowen, G. and Ozuem, W. (2015). Computer-mediated Marketing Strategies: Social media and Online Brand Communities. Hershey, Pennsylvania: IGI Global.
Haenlein, M. and Kaplan, A. (2010). Users of the world, unite! The challenges and opportunities of social media. Kelly School of Business: Indiana University.
Nikola Do Anh 