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Social Media is it the sustaining or introduction of your brand? A reflection on Social Media and our lives.

November 14, 2013

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Normally I am not one to focus on branding. But I am fascinated by brands in today’s ADHD world. I constantly ask myself whether brands are relevant in a world of on-demand always on information resources.

Personally I find a sense of irritation at the way in which the big access points of my life keep trying to mold me to their ways. The AGFA world (Apple Google Facebook Amazon) each is telling me – many non- too subtly – that I have to do things their way. And no-one seems to bat an eyelid at that. So I was very interested to see this recent piece by eMarketer on the manner in which Social media weaves its way through our lives, not that we didn’t know already.

But for me the most telling piece was the end paragraph. I would like to quote verbatim…

“Once they become loyal customers of a particular brand, it would seem natural that consumers who engage with brands on social networks would significantly prefer to use this channel to keep in touch with them. But this is not the case. Fifty-five percent of social network users reported they typically keep in touch by visiting brands’ websites—the top method of staying connected to a brand. A slightly lower share— 52%— said they commonly visit social network pages as a way of staying in touch with their favorite brands. “

And perhaps this is a reflection of the mixed way we all approach Social Media. Older folks like me still like Social Media as a way of keeping in touch with people in whom we share past experiences. Millenials are in many cases eschewing Facebook because they have better things to do with their lives in creating the experiences that will in turn define their lives. And that is part of Life’s rich tapestry.
 
Our brands are not just marketeers’ inventions but today in many cases we have created our own brands. We should just take care not to mess it up.
 
Cheers

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