Tag Archives: personal brand

Corporate Blogs and Twittering

I have heard arguments both for and against blogging or twittering on behalf of a corporation. According to MediaWeek for the last several years, new marketing experts have implored corporations to “join the conversation,” namely through blogging. The problem being is that currently, several years into the blogging phenomenon, not many consumers trust these corporate blogs.  Personally, there are many corporate blogs I read, trust and enjoy. One of them is the Google Reader blog. I find it informative, personal and easy to relate to in the first person plural tone in which it is written. I think it’s possible to have a successful corporate blogging experience.  AdAge reported that 20% of the Fortune 500 have blogs.   Chris Baggott says, that “almost every one of those blogs are the traditional C-level, Thought Leadership kind of blather.” He claims that people don’t trust the C-level. The only successful corporate blogging approach is one that includes employees, because that’s where the trust factor comes in. Employees are the credible source. Does that mean that we can twitter or blog with a company/brand name if we first explain (in our profiles) that we are (name) blogging on behalf of (company) ??  Is that simple acknowledgement, of an individual actually typing the posts or sending the tweets, enough to earn a consumers trust?

I liked these Five Steps to a Successful Corporate Twitter Presence on how best to use corporate twitter accounts, when you do want to use a brand/company name for your twitter.

  1. Listen. It’s easy to set up and subscribe to a search of your brand or company name.
  2. Add value. Provide useful content for those that choose to follow you.
  3. Only follow when followed or mentioned. Having an anonymous entity follow you is a bit like receiving spam – you don’t know who it is or why you’re getting it. If your following:followers ratio is more than 2:1 then you are probably being a bit desperate.
  4. Reply. Respond to every tweet directed at you.
  5. Use replies rather than direct messages. Be transparent about what you’re saying to others on Twitter.

Is it a good move to introduce a blog for a personal brand or company if it’s the behind the scenes employees that do the posting and tweeting and own up to it?? Or is this still a risk for consumer mis-trust? What do you think?

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Brand Perception: It’s important and here’s why.

Brand perception is incredibly important right now because in this economy consumers are reluctant to buy. They want a brand that they can trust, they know they are getting value from,  and a brand that cares abot them and interacts with them as a customer.  Taking these steps towards building a strong brand reputation via the social web is a big step.   People are purchasing trustworthy brands and seeking out product information to make the best economic decisions. Public relations is the key to garnering this consumer trust.

If public relations can save the day by setting up a strong brand image, a big part of this will mean building an online community – which is a great way to converse with your customers.  It all depends on what you want you’re brand to say. Think about it this way if you could lift your logo and have invisible tag-lines/messages underneath what would they be? What do you want your brands image to communicate to the customer who may be hesitant to buy/trust/get on board? Here are some important underlying themes that I believe brands should adopt (right now especially) in order to be successful with their customers in this economy:

– Your brand should care about the customers.
– Your brand should reach out to them online through your network/community.
– Your brand should take the time to listen to it’s customers/users and hear what suggestions and feedback they might have. USE Twitter, Facebook, forums, whatever just GET INTERACTIVE (they are plenty of outlets).

Brand perception is the key to success.  It’s all about whether or not the customer can see value in your product.  Your job is to see that they do see value and can trust you/your brand.  What extra steps do you think can be made to encourage the trust and loyalty of your consumers by improving the overall perception of your personal brand?

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How to use Social Media in Personal Branding

According to Forrester’s 2008 Social Technographic Profile, three out of four U.S. adults use web technologies and tools to connect with other people and to share information. Adoption has grown from 56% just a year ago. (Keep in mind this survey was conducted online so this is three out of four that have access to the web.)

According to Danny Flamberg’s “Making Sense of Social Media”, (and I think he’s nailed in on the head here) the critical questions for marketers are: How do we insert ourselves credibly into these networks and conversations? What’s the optimal use of this two-way communication and distribution channel?

I reviewed Flamberg’s advice on how to seed social media into a marketing strategy and I’ve altered his steps here a bit, condensed them into what I believe to be the important 3 points.

1. FIND YOUR PEEPS
Who is your target market/audience? Find them and intersect them! Once you find them watch them and learn about them, look for patterns, do this until you understand them!

2. PUT YOUR BEST FOOT FORWARD
Social networks give brands the opportunity to expose and share their knowledge and “showcase their expertise and float trial balloons”. This is an opportunity to show the confidence you have in your brand! (Most successful entrepreneurs aren’t shy — so this shouldn’t be an issue.) Put the best product you have to offer out there!

3. DON’T BE AFRAID OF TRIAL AND ERROR
These are the early stages. It’s a chance to bounce ideas of your people, your fans, your customers, see what they like and what they don’t. Gage how they feel from their response to the content you’ve put out there. Ask them to participate and give you feedback. This is a chance for trial and error. This is a chance for your brand to learn the way to success.

Another good point that Flamberg makes is that “social media is like talk radio”. Only a small percent of listeners actually call, but everyone is listening. The point of having a network is that seeing what’s going on and watching people experiment. So remember, that even though there are active players, there is a much larger inactive passive audience watching what you do, and you need to cater to them as well — after all they are the majority. Remember, three out of four of  U.S. adults (with web access) are social web-ing to share info! Let that be your information that is being shared. Follow these steps to get you or your company’s personal brand out there as part of the information that people are sharing. Everyday you aren’t taking advantage of the networks that are out there is another day of opportunity for your brand that goes un-embarked upon. Go back and see my blog from July,  How to use Social Media in PR, for some good points on why it’s important that you begin to use social media for your company/client/personal brand if you haven’t already.

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