18 May 2011 2 Comments

Brand communication: How to maximize your social networking value

Author: yinkaolaito

Yinka Olaito is happy,excited and passionate Communications & Media specialist, Trainer and speaker. Yinka Olaito helps Profits and Non-profits with effective communication and positioning for premium service delivery and returns. Yinka Olaito also has special interest in Development Communication and has consulted for noted UN Agencies. Yinka Olaito is the CCO of Michael Sage Consulting(Communication/digital media), African Child Education Right Initiatives(NGO) and Content Director, Africa Development Talk( online Platform for discussion on Policy, Governance, development across Africa) and Africa Foundation for Young Media Professionals


Online social networking today is a big business. It offers opportunity to position one’s brand beyond the local circuit. When I say ‘business’, someone may ask what do I mean? You may ask Mark Zukerberg how much the young man is worth today. Aside from providing the platform, social networking activities require planning, strategy to make impact.

I do know most people never weighed the huge investment of time they are investing; hence they have considered social networking as favourite pass-time. While the element of fun, relaxation, socializing cannot be ignored, it is also important actors weigh the benefits accrue as a reward for active participation.

Some of the considerations brand and custodians should make is to become the brand that people want to relate with. This should be the foundation. As a brand progress in this, there is also a need to increase brand’s relevance and popularity. This will help brand memorability. Memorability aids being at the top of the mind level. As we know out of sight is now out of mind. There are many issues confronting an individual today. We know live in the age of extreme personalization which leads to ‘greed’ of some form. Everyone wants to know what is in it for them and how you can help them become better through investment of their time on your content.

Being on a social media platform today is nothing more than having a cup of water and standing by the ocean. How many people around the ocean will value what you have? But when you up the game by doing things differently through active participation, creation of ‘highly valuable’ content and marketing, then you are on your way to creating a channel that will bring the water to the desert. Here today are my thoughts on how to maximize value in social networking.

Be the go to brand: Everyone (brand) likes to talk, but not every brand makes meaningful contribution to the dialogue. In most cases most brands are acting a monologue without knowing. To command attention in this over-communicated world, a brand needs to be a source of worthy knowledge. Being an institution with worthy and relevant faculties are now paramount. This requires a passion for new knowledge. I do think this is where many brands miss it. They become lazy in searching for more valuable knowledge. We have got to constantly remember the returns of this outweigh the investment at long run.

Break industry news: Always search for news story that will appeal to your stakeholder. Be the news breaker. Only be sure what you call news is also view as news by your stakeholders. Remember timing, oddity, relevance among other factors are still essential factors.

Take it offline: you do not want to start and end everything online. Physical meetings still add values to relationship today. Create meeting; meet ups, events that will bring everyone together. Be prepared to spend little money. Free still reigns.

Be a good connector: never forget to link people who could be of value to each other. A caveat though is to first ask for permission from individuals involve. Be sure you do not add sentiment to this.

Can you share what has work for you? Share and let us all learn 

2 Responses to “Brand communication: How to maximize your social networking value”

  1. freelance writing jobs 25 May 2011 at 2:29 am #

    Small business owners struggle with marketing their products as well as their services, contracting new customers, and maintaining their current customer base in order to succeed. In order to create and maintain the latter, the former must be done and done well. Marketing and advertising is the key to any small business success.


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