Brands That Inform (Via Social Media)
Consumers want brands to help them stay informed. And with people often times defining themselves by the brands they buy, companies should be doing more than just providing a product or service. By educating consumers about topics surrounding a brand or an industry, they are likely to more deeply engage with that brand.
eMarketer posted an article last week about Lightspeed Research’s “Global Web Index.” According to the research, “providing relevant news and analysis” was one of the top actions that US Internet users say brands can take (it came in 2nd to “offering discounts”). “Providing new ideas and thinking” came in at a close third place.
To illustrate your company’s thought leadership position and share its expertise with consumers, social media is the perfect platform. Some companies keep consumers informed through Twitter updates, Facebook applications, the production of online videos or podcasts, a blog, or via their own community driven company website.
HSBC and VISA are two great examples of companies that are providing small business owners with informative advice and tips. Both companies have “Business Networks” through which they share, for example, toolkits for Online Marketing and Cash Flow Management for small business owners. They also branch out from their network websites to other social media platforms, like Facebook and Twitter.
Home Depot is another great example. They not only have “Home Improver” and “Garden Club” group websites where consumers can ask experts questions, but they have Home Depot TV and a YouTube page, which hosts numerous do-it-yourself and how-to project videos. Home Depot also shares tips and tricks via its Twitter account andFacebook page.
What brands help you stay informed and about what?
When companies branch out and adopt social media as an additional tool for branding, they are taking a small amount of time to do something that can offer great rewards. Sites such as Twitter and Facebook are now infiltrated by so many different age groups that no matter who your target audience is, social media sites are likely an excellent way to reach them in one form or another. Personally I have found clothing companies and even new make-up by seeing people become a “fan” of these companies on Facebook. Twitter is the same way – when you find something that you get excited about, you’re going to tell people, and when you tell Twitter, you could potentially be telling thousands of people. WOM is priceless advertising.