A generation ago, brands were tightly controlled assets that were nurtured and protected. Through strategic branding, marketers controlled the brand by defining, designing, and communicating brand value in a one-way conversation to consumers.
The digital evolution has changed all that, turning brands into platforms for collaboration rather assets to be leveraged. The social brand interacts with fans and followers to co-produce the compelling experiences that keep consumers engaged.
Win-win relationships – focus on equal and fair value exchange with all stakeholders.
Active listening – monitor conversations on the social web and then act on what is found in a timely manner.
Appropriate social behavior – provide a consistent brand presence that is compelling, honest, authentic, and transparent, and that acknowledges the particular etiquette of each social community.
Is your brand really a social brand?
Let me know!