Becky Livington, Social Media and Brands

Posted by on Apr 18, 2012 in ComLead, Integrated Marketing Communication

This past Friday, Becky Livingston came to present on social media’s role in business. The President of Royal Apple Marketing had some great insights on how to manage social media. The diversity that social media can offer is an asset, but also can be a threat if not approached correctly. Livingston covered 5 key topics during the live webinar.

  1. Personal and Corporate Branding: Use social media as an extension of your brand. Approach it from the company point of view, but make it about content. Content is what builds relationships and engages consumers. Use this engagement to highlight company strengths. Emphasize the values and mission of your organization. They are the cornerstone of your brand, and thus the cornerstone of the conversations you have with customers.
  2. Putting Social to Good Use: Facebook has 800 million users. Twitter sees 250 million tweets a day. These and other sites such as Pinterest, LinkedIn and blogs can be used to hone in on an audience that you want to reach. A company that you would like to interview with or a group of people you would like to pitch your product to can all be targeted. The catch is you need to be in the right social space. You have to be willing to dedicate time to cultivate this relationship too. Social Media doesn’t cost anything to sign up- but your time is money. How much can you invest?
  3. Social Media and SEO: Google just switched things up a bit in the world of search engine optimization. They now focus more on content rather than context. Either way, your site needs to organically integrate content, code, keywords and more in order to make sure your site rises to the top of search results. This will lead to increased traffic to the site, greater brand awareness and return on investment.
  4. Leadership’s Role in Social: People need to approach social media with enthusiasm and commitment. It is clear word of mouth communication facilitated by social media has prodigious impact. To attain this impact, leaders in the social sphere have to be educated, be strategic and approach social as an exciting opportunity. It is not a chore.
  5. Crisis Communication for Social Media: When things go wrong for your brand online and in person, the social sphere is a great way to quickly reach out. This immediacy is key when doing damage control. An authentic “I’m sorry” goes a long way. It is essential that an organization has a crisis communication plan in place BEFORE the crisis occurs. This will make response to an event organized, cohesive, and believable. This only helps when  attempting to minimize brand damage.

The seminar was filled with great insights on the world of social media and how it can be applied to brands on a micro and macro scale. Since social media only continues to evolve, it is important to stay present on issues that involve online communities. Becky demonstrated how social media is a constructive tool. Brands such as Ford, Best Buy and Burberry have been able to rejuvenate their brand and reposition themselves as innovative and customer focused. Exactly where you want to be in the 21st century.

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