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  • Writer's pictureBRANDS & U

Importance of Social networking on the brand building and development 

Nowadays everyone is on social media. From 10 year old Bunty to 70 year old Babli aunty everyone is active on these platforms. Although life has become very fast nowadays, yet people choose to spend their leisure periods on Facebook, Instagram etc. It is all because of the radical change brought by the information revolution. These media platforms have enabled us to express ourselves in a variety of ways. When it comes to business, social media is a powerful and essential tool to build a brand now. It is used to establish your brand identity and plays an important role for brands to make meaningful relationships with their audience online by connecting with them on a more personal level. The first and most important thing to point out is that, whatever the medium, the fundamentals of brand-building are the same. Marketers must deliver on a brand’s promise and create strong and consistent brand experiences. Social media is very important for building up a brand. The reason behind lies in the fact that firstly, it has got enormous size, being able to reach a huge number of audiences at a very short span of time and secondly, it has got its very unique character of its own. There are now more than 3 billion active social media users worldwide. And, because of its size, according to researchers it has become a major advertising channel with an estimated $51 billion spent in 2018, or 10% of companies marketing budgets, forecasted to increase to almost 20% in the next 5 years.

Brands that use their social media handles on a regular basis tend to create an emotional connection with their audience pretty easily. Brands who do this well creates more enthusiastic followers and a more loyal customer base.

Reasons behind developing a brand using Social media

  • A brand that has strong, expressed brand values and that really stands for something will find it easier to resonate and connect with consumers.

  • If people don’t know anything about your business, they can’t become your customers. Social media increases the amount of exposure a brand receives and increases traffic.

  • Establishing the trust in your brand in order to establish the brand is very important. People purchase products or avail services from brands they trust. The easy way to establish trust is through social media. Seeing posts on your different social media platforms along with people who are purchasing things from your brand gives them a sense of security and that results in an increase in the number of customers.

  • In order to establish a stronger business brand credibility and customer satisfaction is a must. Before purchasing anything people like to see the various reviews and how the company is providing the after purchase services. When they see your brand posts on social media, especially your customer interaction and quality of content, naturally it will build a positive image in their minds about the company.

  • Social media helps in connecting with the consumers in a more engaging way. By increasing the customer engagement in a big way, your brand can gain repeat purchases and garner even more benefits.

  • In order to communicate your brand values the most important thing here is authenticity. It is important that whatever you do is authentic. Social media denizens will definitely call you out if you overreach or try to assume values that are not credible. After that it’s about translating brand value into content that resonates in social media taking into account the expectations and demographics of your target audience.

  • There are few hurdles that come along with social media marketing. The main branding challenge is that you are not in control of everything. Be prepared for positive marketing messages to turn into open season for people to complain about poor service, company policies and whatever else takes their fancy from time to time.

  • For building a successful brand one must have a long term plan and not just a plan for the present and the next year but for a span for at least 6 to 10 years. It’s highly important for any brand to build a long term audience, and social media is an easy and the most effective tool to do that. Social media also humanizes and makes it easier for brands by allowing companies to respond to consumer related issues. As the consumers grow further, the brand will continue to influence more and more users, which will result in business success.

So now it's not a surprise anymore that social media is a very important tool in today's world. However, surprising enough there are still a number of brands who kept away from these social media platforms. These brands haven't realised it yet that taking up the brand on an interactive platform helps in driving in more customers. These platforms also give you the chance to tailor your message to perfectly suit your intended audience, thereby establishing your brand identity. Social media should not be an afterthought in the present scenario . It's important to treat it as a strategic part of your marketing plan. Reorganize your team so that it’s integral to your marketing structure and agency partnership. Many progressive brands have integrated customer care and marketing since social media straddles both areas and is core to delivering a seamless customer experience.

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