Brands must be very specific in their choice of social media platforms through which to communicate their CSR or cause messaging.
Sentiment: NEGATIVE
Too many brands treat social media as a one way, broadcast channel, rather than a two-way dialogue through which emotional storytelling can be transferred.
In the social business marketplace, brands that hope to build loyal and growing communities do so most effectively when they demonstrate their core values and allow a community to build and engage around it.
As a function of the easy access to information provided by the Internet, and the ease with which it can be shared thanks to social media, consumers are now better informed as to the behavior of brands and the multiple global crises we face.
Every brand has something on the Internet, whether it's video or doing something on social media. It's just another form that brands are starting to realize they have to be a part of.
The creative destruction that social media is currently unleashing will change more than technology or the leader board of the Fortune 100. It is driving a qualitative shift in the nature of relationships between brands and their customers.
The new dynamics between brands and consumers, driven by social media, are proving to be a powerful impetus for change.
If a brand genuinely wants to make a social contribution, it should start with who they are, not what they do. For only when a brand has defined itself and its core values can it identify causes or social responsibility initiatives that are in alignment with its authentic brand story.
As social is where consumers' eyeballs are, businesses must take ownership of their online company profiles. By providing their customers with a place to share content, social media managers can monitor and track content which directly relates to their brand.
The most potentially transformative impact of social media is its ability to encourage brands to marry profit and purpose. The reason brands participate is that such outreach earns those companies social currency enabling them to start or participate in conversations that connect them to consumers in meaningful ways.
For a truly effective social campaign, a brand needs to embrace the first principles of marketing, which involves brand definition and consistent storytelling.
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