Social Media’s Role in Brand Management

Social Media Brand Management

Whether we are replying to consumer’s questions, sending daily updates, creating influential content or responding in the midst of a crisis, I have found social media to be an extremely valuable tool for brand management in my experience on the digital team at Solomon McCown & Co. While I realized the importance of social media prior to joining the SM& digital team back in May, I did not realize just how essential it would be to a brand’s overall success.

Social media assists in brand management because it:

  • Provides valuable and helpful content for the organization’s consumers and fans.
    Mariia Lvovych noted it best in her piece for Socialnomics: Content is “the #1 factor to take into consideration when you are establishing your presence on social networks.” Without valuable, engaging and useful content, a brand’s digital presence is practically worthless. A social page is a direct line of communication to a brand’s most valuable audiences. To test the worthiness of your content, keep track of engagement levels on your social channels.
  • Offers a constant opportunity for fans to interact with the brand.
    Social media has opened a new door for brands. Fans are able to connect and interact with organizations and companies like never before. A consumer can now ask a question of a product or service at anytime, anywhere—and he or she will expect a direct and timely answer in return. This presents so many more opportunities for brands to humanize and connect with consumers and fans, so take advantage of it!
  • Acts as “home base” in the midst of a crisis.
    This is one aspect of social media brand management I never realized would be so valuable. A brand’s social page is not only a convenient location to share timely, accurate information in a crisis—consumers and reporters will go directly to a brand’s channels when they want to know what happened and why. It provides an opportunity to respond to users in a timely manner with a personalized comment or statement, making it much easier to handle the crisis as a whole. Need further proof? Check out these examples.

Four months into my career, I’ve found social media to be the most essential and influential tool for a brand’s digital presence. What do you think about social media’s role in brand management? Share with us on Twitter!

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We provide senior counsel in complex sectors, including healthcare, education, housing and real estate. We leverage our experience in traditional and digital media, government relations and crisis management to support legacy organizations and those that are on the rise.