Branding and social media — rapidly interlinked but both widely misunderstood
Good research summary presented on Infographic below from Ask Your Target Market (AYTM) on the links between social media and brands. AYTM is a research firm who offer DIY surveys & they asked 2000 members of their own online panel where and how they used social media, if they followed brands on the likes of Facebook & Twitter and how they’d interact with brands.
AYTM drew up 3 personas to sum up behaviours – from active advocates whose voice wants/expects to be heard, to those who enjoy & share fun and those who still rely on mass communications to learn. If brand wants to engage with its community, the overwhelming request is for coupons and discounts.
Brand news, Q&A, help & interviews fall in the smaller grouping of the 80:20 rule.
So as we look into 2012, what will this analysis offer up as social media further engages itself with branding?
I predict that we’ll be seeing the smart brands that are getting to know their communities better offering more discounts & coupons, lightly wrapped up in a helpful short brand message/tweet.
And the smartest brands will be doing that in real time on smart phones directly to their fans in the retail or service environment that they’ve just entered. Because brands need to get mobile as that will rapidly become the best intersection of branding, social media and the customer.
infographic via mashable