Branding in the era of social media: New channels, same principles
Sep 29, 2011 By Christie Harper
President, Brand Endeavor
Social media outlets such as Facebook, Twitter and LinkedIn have transformed marketing communications from one-way to two-way, and opened up many more opportunities for frequency and affordability. But the principles of branding remain the same. It comes down to the definition of what a brand is: A brand is a promise an organization makes to its stakeholders, which must be delivered on consistently with every interaction. So whether it’s social media or traditional, you need to be sure that you are making a compelling promise to your stakeholders, and then delivering on that promise at every interaction you have with them. In fact, with the increased interactions between organizations and stakeholders afforded by social media, developing and delivering on a compelling promise may be more important than ever.