What is social media branding
1. Term (definition): Social branding includes all concrete measures for building and maintaining brands that make use of social interactions and the technical possibilities of Web 2.0.
2. Features: Social branding is characterized by three characteristics:
a) Use of the technological possibilities of Web 2.0 for brand management;
b) regular, brand-compliant interactions with users of social media);
c) Promotion of the creation of positive and brand-relevant content by users of social media, possibly by networking users and building brand communities.
3. Aims: The users of social media should develop into loyal and self-confessed brand ambassadors who increase brand awareness (brand awareness) and credibly strengthen their image.
4. Challenge: Social media users need to trust the brand. To this end, four levels must be observed in brand communication:
a) Appeal level: open and non-manipulative addressing of users of social media;
b) Factual level: sending out credible, relevant and memorable brand messages;
c) Self-expression: authentic, sincere, interesting, competent, cultivated and robust brand personality;
d) Relationship level (relationship marketing): interested, appreciative and respectful interaction with the users of social media on an equal footing.
5. implementation: When implementing social branding, three aspects should be emphasized:
a) Establishing a basic technological understanding of the possibilities and limits of Web 2.0 among managers and employees;
b) Building brand knowledge and commitment (brand commitment) among managers and employees in order to ensure brand-compliant activities in Web 2.0;
c) Development of interaction skills among managers and employees in order to ensure credible and professional brand communication in Web 2.0.
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