Social Media and Branding

Social media is exploding. You've no doubt heard terms like Facebook, LinkedIn, Twitter, MySpace and blogging (even if you don't know what they are or how they work). And you might be wondering if you should add these tools to your branding toolbox.

My standard answer to most such questions is: "It depends." Strategy is situational. There's no strategy or tactic that's right for every brand in every situation.

However, when it comes to social media, I'll take a more enthusiastic stance – something along the lines of, "it depends… but probably."

I'm excited about social media because it opens the door to deeper connections. Recall how I define your brand: "Your total experience, as perceived by those you seek to motivate." Branding is about everything you do. It's about service. It's about dialogue. It's about relationships. It's about meaningful points of contact. And social media provides you a chance to improve in all of those areas.

Viewed one way, social media accelerates word-of-mouth, which has always been one of the most potent forms of marketing. But now, you can join the conversation, monitor the chatter, and respond as necessary. At its best, social media provides you a platform to humanize your brand.

Of course, if you're still toiling under the prehistoric notion that branding is all about what you say, and that he who shouts loudest and longest wins, then you'll naturally be drawn to social media. Paradoxically, you'll also soon find that these tools don't work particularly well for you.

Remember the guy in high school who spent all day talking about how awesome he was? Remember how that guy had no real friends? Social media works the same way. It's a conversation, not a megaphone. If you use it only for self-congratulatory chest-thumping, people will find someone else with whom to spend their time.

My sense is that this is where some people get turned off by social media. A first visit to Facebook may leave one wondering if it's nothing more than a Shangri-La for the self-absorbed. And, in practice, that's exactly how social media is often treated. But don't let your opinion of the whole be colored by the mistakes of the few. There's a lot more going on here.

I encourage you to dig in and find out what these tools are all about. As you explore, keep two questions in mind: First, how could I use these tools to create a better brand experience for those I serve? Second, how can I make these tools work for me, the user?

For example, my hometown business journal, the Business Courier of Cincinnati, is now using Twitter to share breaking business news. This provides its readers with greater control. I can check Twitter throughout the day, I can subscribe to their daily updates that arrive via email, or I can wait for the Friday print edition. Or I can do all three. The choice is mine, and that enhances my experience with the Business Courier brand.

Another plus for social media is that it's inexpensive relative to other forms of media. Often, there are little or no out-of-pocket costs. There is, however, the investment of time – which, to be fair, can be substantial. If you're serious about blogging, for instance, most experts say someone in your organization will need to dedicate one day a week to it, at an absolute minimum. And you won't see social media success overnight. You've got to commit.

With the rate at which social media is growing, it would be irresponsible to turn a blind eye to it. So explore what it's all about. Create an account at each of the major social media outlets. Ask a web-savvy colleague to show you the ropes. Or take a class. As with any tool, you'll want to evaluate them according to their ability to help you reach your objectives. But I'm willing to bet you'll find something you like. Happy hunting!

A version of this post appeared in the May 1, 2009, edition of the Business Courier of Cincinnati.