Seven tips to enhance your brand on social media.
While building brand is a top social media marketing goal, brands aren't always incorporated into the related social media executions. By contrast, legendary Mad Man Leo Burnett, creator of brand icons such as the Marlboro Man and Tony the Tiger, would have had no trouble integrating brands into social media executions and content because he viewed a brand symbol as "anything that leaves a mental picture of the brand's identity."
7 Tips to Enhance Your Brand on Social Media
To build your brand encompassing the shorthand marketing messages that create emotional bonds with consumers built into your social media marketing, break it into its component parts and consider how to apply each to your social media execution and content.
5 Branding Metrics to Monitor
Assessing your social media marketing's contribution to building your brand can be challenging since branding metrics are often softer qualitative metrics. To this end, incorporate a call-to-action and related promotion code to aid tracking. Here are five high-level metrics to monitor.
What matters most for your brand is "Do your prospects, customers, fans, and the public recognize your brand regardless of where or how it appears on social media platforms?" Remember, a brand must create perceived value for consumers causing it to stand out from other similar products.
What would you add to this list of brand attributes that need to be portrayed on social media? What examples would you use as good and bad?
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Heidi Cohen is the President of Riverside Marketing Strategies, an interactive marketing consultancy. She has over 20 years' experience helping clients increase profitability by developing innovative marketing programs to acquire and retain customers based on solid analytics. Clients include New York Times Digital, AccuWeather.com, CheapTickets, and the UJA. Additionally, Riverside Marketing Strategies has worked with numerous other online content/media companies and e-tailers.
Prior to starting Riverside Marketing Strategies, Heidi held a number of senior-level marketing positions at The Economist, the Bookspan/Doubleday Direct division of Bertelsmann, and Citibank.
Heidi is also a popular speaker on current industry topics.
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