How Social Media can Make or Destroy Your Brand

ImageCredit:Unsplash,WilliamIven

How social media can or your

brand By Meggie Yan

ImageCredit:Unsplash,KateSERBIN

Social media are web-based communication tools that enable people to interact with each other by both sharing and consuming information. [1]

What is Social Media?

ImageCredit:Unsplash,MohammadBagherAdibBehrooz

Some even say that this is the biggest shift since the industrial revolution, which means that the world has a brand new playing meadow. [2]

ImageCredit:Unsplash,ericduvauchelle

ThenumberofsmartphoneusersintheUnitedStatesin2014isapproaching200millionandgrowing,yearoveryearby20percent.[3]

ImageCredit:Unsplash,KashGoudarzi

Mobile now accounts for 60 percent of all the time spent on the Internet and 60 percent of the time spent visiting the retailer-site category. [3]

ImageCredit:Unsplash,DariaNepriakhina

It is in a brand’s interest to be in our face all the time + to build a long term relationship [4]

ImageCredit:Unsplash,BenWhite

“Peer to peer” – 56% of consumers said they are more likely to recommend a brand to a friend after becoming a fan on Facebook. [5]

ImageCredit:Unsplash,LukePorter

Some brands have successfully utilized the power of social media to their benefit…

ImageCredit:Unsplash,MaTJones

Chipotle pretended their Twitter account was hacked and gained 4000 followers and got retweeted over 12,000 times [6]

ImageCredit:Unsplash,MasonNelson

Taco Bell – social readiness – campaign grew fan base by 200,000 in just 2 days [6]

ImageCredit:Unsplash,CarissaGan

Naked Pizza, a New Orleans, Louisiana-based business catering to health-conscious pizza lovers, tweeted about its pizzas in 2009 and successfully drew around 4,000 followers in just a few months.

Also sets one day sales record using social media: 68% of sales came from people ‘calling in from twitter’, and on top of that ‘85% of their new customers were from twitter’ [7]

ImageCredit:Unsplash,JoséGonzález

The ‘will it blend’ campaign by BlendTec went viral and as a result they saw its sales grow fivefold. The BlendTec videos have now been viewed more than 100 million times on Youtube. [7][8]

ImageCredit:Unsplash,JamesSuTon

SomeXmes a social media effortcan be more detrimental thanbeneficial…

ImageCredit:Unsplash,GaelleMarcel

Marketers often think the worst thing that can happen during a marketing campaign or support forum is no activity or response. They are wrong. [8]

ImageCredit:Unsplash,GlennCarstens-Peters

The most viral emotion on the internet is anger – less likely to subside because of the long tail effect [9]

ImageCredit:Unsplash,TimGouw

Apple Bee mistake – addressing everyone using fomal corporate responses after wrongfully firing an employee only caused people to be more angry. [9]

ImageCredit:Unsplash,DenizAlXndas

Jetstar employed accommodative crisis response strategies (Coombs, 2007) such as apologizing and compensating which resulted in less customers being angry. [9]

ImageCredit:Unsplash,MikaelaShannon

Kenneth Cole – Twitter fail - they tweeted “Millions are in uproar in #Cairo. Rumor is they heard our new spring collection is now available online” in references to protests in Egypt in 2011. They also failed to apologize after which caused much negative attention on the brand. [6]

ImageCredit:Unsplash,ScoTWebb

Tip: Do not let interns manage your businesssocialmedia,itisnotthesamethingasapersonalaccount.Example:RedCrossemployeegotdrunkand tweetedabout itonRedCross’main twiTeraccount instead of the personal account. Thisshowsthatinexperiencecanleadtodisaster[10]

ImageCredit:Unsplash,MarcosPaixão

In regards to social media, we cannot assume one person can handle it all – there needs to be at least one person to analyze data, one person who understands the audience and engages them, and one person to tie it all together. [10]

ImageCredit:Unsplash,ClaireSatera

Lessons Learned:Savvy managers understand there is a feedback loop – don’t just sit back, but listen carefully. Because consumers not only consume but also consume, share, and provide their thoughts. Be prepared to react if problems occur. [8]

Works Cited

ImageCredit:Unsplash,IgorOvsyannykov

[1]NaXons,D.(2017,March9).SeriousQuesXon:WhatExactlyisSocialMedia?RetrievedMarch10,2017,fromhTps://www.lifewire.com/what-is-social-media-explaining-the-big-trend-3486616[2]SocialMediaMarkeXng.(2012,December).RetrievedMarch10,2017,fromhTps://www.researchgate.net/publicaXon/293285713_Social_Media_MarkeXng[3]Fulgoni,G.M.(2014).“Omni-Channel”RetailInsightsandTheConsumer’sPath-to-Purchase.JournalofAdver.singResearch.RetrievedMarch10,2017.[4]Matrix,S.(2017,March10).FILM240Module02Lecture01Adver.singStrategies.Lecture.[5[Swallow,E.(2011,September12).HowConsumersInteractWithBrandsonFacebook[STUDY].RetrievedMarch10,2017,fromhTp://mashable.com/2011/09/12/consumers-interact-facebook/#CmnoND_NwOqz[6]Matrix,S.(2017,March10).FILM240Module02Lecture02PublicRela.ons.Lecture.[7]Qualman,E.(2013).Socialnomics:howsocialmediatransformsthewayweliveanddobusiness.Hoboken,NJ:JohnWiley&Sons,Inc.[8]Hoffman,D.L.,&Fodor,M.(2010,October1).CanYouMeasuretheROIofYourSocialMediaMarkeXng?RetrievedMarch10,2017,fromhTp://sloanreview.mit.edu/arXcle/can-you-measure-the-roi-of-your-social-media-markeXng/[9]OT.L.,&Theunissen,P.(2015).ReputaXonsatrisk:Engagementduringsocialmediacrises.PublicRela.onsReview,41(1),97-102.doi:10.1016/j.pubrev.2014.10.015[10]Siu,E.(2013,August27).5WaysSocialMediaCanDestroyYourBusiness.RetrievedMarch10,2017,fromhTps://www.entrepreneur.com/arXcle/228051