Who Are You? How Social Media Services Can Create and Manage Brand Awareness and Perception

One of the most striking benefits of such media for an organization is the portal it provides to communicate its brand. The opportunity to engage with customers, both existing and prospective, is massive. This is not in isolation from other potential gains. Other benefits of having a social presence might include competitor and market insight, in addition to customer relationship management, and direct sales. But any online social activities will impact on brand identity, so all activities must be considered in this context.

Before understanding how online communities and their associated platforms can affect brand awareness, it is essential to understand the social media services that are at your disposal. There are hundreds, if not thousands of firms that offer assistance and tools to help you tackle this relatively new area of marketing, and these can be summarized in three categories: evaluation, management and training.

Evaluating a company's social presence will mean analyzing the conversations and trends that are relevant to your sector and brand, as well as supplying valuable insight and knowledge associated with your product or service. Online media platforms provide a very public stage for all business activities, including that of your competitors, so competitor analysis also adds to the knowledge gained. This process of evaluation allows a business to understand the impact that social media has on its operations and image, and the gained insight therefore contributes to the marketing strategy,which will ultimately influence consumer sentiment and behavior.

The management of a company's social networking could include creating and updating accounts on platforms such as Facebook, Twitter, and channels such as YouTube, and posting relevant, up to date content in the form of status updates, tweets,or audio-visual content. Responding to comments and queries in a timely manner with relevant replies is also essential in order to ensure that your online presence is an active and engaged one. Services may also include following and liking relevant posts and topics, creating and maintaining a company blog, guest blogging on other sites, and chat room or forum moderation. The practice of updating content and managing visitor interactions creates conversation platforms, builds communities, and can lead to referrals and recommendations - all necessary for engaging with the consumer and communicating that brand identity.

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