by Kenneth Rudich
It’s easy to underestimate how much lift your brand image can get when using the power of positive association to help build it up.
Though it doesn’t necessarily translate into a directly traceable ROI, consistently promoting a social good alongside your brand name can greatly improve the perception of your business in less time than you think.
With today’s socially connected world, where people enjoy a sense of online community, and opinions can spread at the speed of light, it has become all but mandatory to demonstrate a genuine concern for the well-being of the community in which your business functions, whether it’s real or virtual or both. Showing proactive support for causes and issues that resonate with your audience reflects well on you as a pillar of the community.
In this instance, you’re leveraging the social commerce that social media affords, by adding more and more layers of connectivity – and loyalty – between you and your customers.
At the same time, you’re also creating a sort of buffer against the potential harm a single bad move can do to a brand. How many times, for example, have we lately heard about an employee offending a customer through his or her actions?
If your business has a history of demonstrating that those one employee’s actions are inconsistent with the values of the business, then it becomes natural for customers to write-it-off as the work of a rogue employee rather than a business with integrity problems.
Take note that the operative word here is “history.” Failing to build a rapport with your audience before something goes wrong probably means it’s too late if something does go awry. The motive then lacks the appearance of being genuine.
In the final analysis, it’s called social marketing. And here’s the question I pose to you: do you have a well-defined social marketing strategy? And are you implementing it well enough to achieve the full effect of the benefits it provides?