5 May 2011 6 Comments

Brand communication: touching right spot with social media

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


The revolution in commuication tools is encouraging  all-comers affairs. No serious brand has cogent reason today if it fails to reach and bond with its stakeholders. The low barriers to social media tools are enough encouragement for any brand. But as much as this is true, many brand custodians believe that they can just wake up and launch into the deep. While there is no evil in this,we must understand social media is like a wild animal and if we do not tame or master it it can run down the building.Brand communication, social media marketing in Nigeria

Many brand communicator or business owners still run the show like the way it used to be: talking at their audience, selling by all means, directing monologue as well as broadcasting. If anything at all, this method will damage the brand equity, reputation. This old methods of reaching out to brand audience will only sniff life out of the brand. At best the brand will be on a solo runs.

Touching  the right spot today with over empowered customers require a thought out strategy, plan, tactic that will ensure brand differentiation. Using the traditional top- down approach will only compound the problem by destroying every brand communication efforts put in place. I  am sure the argument of  brand custodins who bring the old skill to the new media is that social media is also a communication platform and as such what operates in the old can still be borrowed  or  used in the new arena.

While  we are not contending this fact, evidence available after years of active participation in the new media showed that wisdom is profitable to direct. The old strategies are failing big time. This in  no way does  mean there is no iota of truth in the fact that there is need for an element of control in social media. But assuming total control as we used to have in the broadcasting era will deny brands several opportunities in brand relevance, relationship building and bonding.  Here are three vital points that can help you touch right spot with social media:

Transparent conversation: converstation has to do with dialogue and not monologue. More importantly transparent conversation is the key to connect with everyone-including your target, on the social media. If your brand has anything to hide and is not wiling to accept feedback, the brand may not succeed.

Strive for authentic relationship: No brand can touch right spot on social media without  a determination to build solid relationship. As we know relationship takes time to build. No social media effort can generate touch right spot if the aim is to gain maximum result within short term.

Reputation: A brand reputation is a weapon for touching right spot for the stakeholders.many believe it easy to fake reputation and go away unhurt. We do not subscribe to that. Build a reputation on a solid integrity and the community will stake their neck for the brands. Anything outside this is a timed bomb. Do you have any opinion? share it with us by using the comment section.

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