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Social media has changed the way marketers think about strategy. What used to be a fun way to keep in touch with friends and family has quickly integrated itself as a key component in the digital marketing world.
Take a minute and log in to your social media accounts and start flipping through your news feed. What do you see? I’m sure there are plenty of photos of what your friends had for dinner last night or a quick update on how their day is going. But scattered amongst the noise of your friends and families daily habits is product information, or as us digital marketers like to call it: brand awareness.
Yes, brand awareness and social media are now connected at the hip. Long gone are the days of creating a business and hoping that it will attract enough customers to pay the bills. Now days it takes planning and scheming, and a big part of that picture is creating brand awareness through social network channels. So let’s take a look at how social media has changed brand awareness.
Never before has consumers become so involved and connected on a social level with brands. Now days, consumers are so entrenched with particular brands that they feel the need to let that particular brand know when they like or are displeased with something. And with social media, it’s all about real time. Consumers can leave a comment and expect a reply within a day, or even a matter hours. This real-time, two-way communication has changed how marketers are now approaching their brand awareness campaign. While it’s a good thing for brand identity, it also requires time and effort to pay attention and respond to consumer’s comments.
Once you’ve created your brand identity, it’s time to get your face out there for the rest of the world to see. You want to put your product somewhere for everyone to see, and hopefully make a connection with that audience. By 2014, 67% of Americans aged 12 or older have a social media account, and that number continues to grow. Since 2008, there’s been a 43% increase.
Can anyone name a bigger pool of potential customers? That’s a lot of eyes to get your brand in front of, and it’s not very difficult with social media. And with most social media platforms, you are able to filter your posts in order to reach the RIGHT audience.
Yea, that kind of sounds strange, but in a sense, this is what can happen when you create a successful brand awareness campaign thanks to social media. Once your brand begins gaining followers and leaders, the most coveted consumers of all, they will start spreading the word for you. If you’re about to launch a new product or service, what better way to get the word out than by announcing it on social media and allowing your followers to share that announcement with others. Most people on social media trusts their friends and family most, so getting your followers to do the leg work for you has become a huge part of brand awareness.
Yes, another strange way to view brand awareness, but with the power that has been granted to consumers through the use of social media, they are now determining your brand’s identity. That doesn’t mean they are creating your content or setting your values, but their voice speaks louder than your own. What consumers say about your product on the various social media channels will greatly influence others. So in order to create a positive brand identity, you have to be sure to create a strong message around your brand that won’t confuse consumers. Let them know right from the start who you are and what you are about. If you can do that, social media will become a great tool for your brand awareness campaign.
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