The Human ROI of Social Media and Online Branding

Have you ever felt overwhelmed by the number of social media networks available on the Internet?

Trusting Woman

Have you ever taken a look at your competitor’s online branding strategies and found yourself confused and frustrated? Do you wish someone would just tell you what needs to be done in order to increase your business success in give you the tools to do it? You are not alone.

Recently I had a great conversation with a colleague and social media strategy consultant in the Milwaukee, Wisconsin area. Our talk took many different paths but always came back to same core premise of successful online branding. Too many people were confused, frustrated and feeling well overwhelmed by the simple idea of social media and online business. Instead of following their passion they automatically began copying their competitors online strategy and, ultimately, ended up frustrating their customers as well as themselves.

3 Keys to Successful Online Social Media Branding

1. Successful companies follow the passion for their products and services. They convey this passion on a human level to build relationships with their customers and clients utilizing social media network tools.

2. Successful online brand strategies are centered on being different. Copying a competitor’s strategic approach to online branding does not differentiate one business from another. Customers and clients vote for products and services through their purchasing power. It is only when a company stands out from the crowd will customers and clients take notice.

3. Successful businesses care about their customers and clients. Social media network tools such as Facebook, LinkedIn, and Twitter provide a communication opportunity to express to customers and clients why the business cares about them and how their products and services will make the lives of the customers and clients better. It’s not about what’s in it for the company but rather what’s in it for the customer.

Failure of the Social Media “One-Size-Fits-All” Strategic Approach

Social media is not a one-size-fits-all approach to business. Social media is the communication between business and customer. Social media networks are synonymous with using a telephone to communicate with clients. There is no ROI of a telephone as there is no true ROI of a social media network tool. The conversion ROI comes from strategically utilizing the tool to convey the brand and business mission, values and beliefs to the customer and opening a dialogue to learn more about the customers and their needs, wants and desires.

Success of the Social Media “Like and Trust” Strategic Approach

Building trust in business is crucial to both online and off-line success. Customers and clients only want to do business with those people that they like and trust. If the business copies other competitors and does not stand out from the crowd there is nothing to differentiate them from another company. Therefore, there is no room to build that “like and trust” relationship with their customers.

The Key to Online Brand Management and ROI Success

Business success relies on building human relationships. Take the time to learn about social media network tools and find what works well for you and your company. Your message should always be aligned with your passion in order to stand out from your competitors. Business has moved from the industrial age to the age of human relationships. That is where online brand management success is found.



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