Boost your brand with social media and an online community

When it comes to advertising £1 out of four is spent online. This is a relatively new trend as big brands come to realise that online is where the action is!

It’s been revealed by The Grocer that Coca-Cola cut its ad spend by 6.6% in 2010. Instead the company is trying to build relationships with their audiences or customers through social media and their online community.

With the launch of Coke Zone – a website with a blog, news, sport and entertainment – Coca Cola is aiming to establish better relationships with its customers.

Sindy4cokezone interacts with the members of the online community telling them about what is going on at Coca Cola:

This interaction demonstrates Coca-Cola’s social media strategy which is clearly about long-term sustainable engagement, developing advocacy and encouraging brand loyalty. It also shows that social media is not just about campaigns or generating buzz around a new product launch, but that it can also be used to engage with consumers on an ongoing basis in order to deepen relationships with a brand.

Starbucks has also joined the social media revolution when it comes to brands and online community management. The coffee shop chain has developed a page called My Starbucks Idea:

Customers are able to give their opinions on certain Starbucks products and make suggestions for new ones or to bring back old ones.

We’ve all heard Vodafone’s slogan “Power to you” and it seems that brands are taking this idea and developing it through their online communities. Essentially the use of social media with brands and advertising gives more power to the customer and client and is now one of the most useful tools available to big brands..

BUT it’s important that the relationships brands build with their members are well managed – otherwise members will stop being active, think less of the organisation and at worst leave the community.

Misuse of social media and the community to promote your brand

Promoting

It’s true that you represent the brand, but you’re not a promotional vehicle.

Your forums, comment threads, Facebook wall, Twitter stream, email lists and other channels of communication you control must not be simple promos either .

If you can steer away from self-promotion you will protect the integrity, trust, openness and fun in your community.

Corporate speak

Don’t be too professional. Use words that you would normally – be yourself!

Things to remember…

• Your brand must be well-established.
• Use forums to build your online community: sharing information will encourage interaction within the site and promote the brand.
• Create quality content: interesting and varied topics and questions for the diverse range of people participating in the forum.
• As online community manager you should be relatively easy to contact, as the members will sometimes have concerns.

Let us know how you have used social media and your online community to boost your brand.