20 February 2012 0 Comments

Brand Communication: How online media enhance brand’s power.

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

brand and technolgy, Brand communication, social Media, Online Media useIt is normal for brand communicators to think along the line that a big breakthrough is the only solution to brand’s success. If we understand little efforts often catapults into major achievement, we will easily overlook seemingly time consuming effort of playing with online media. Because we desire a quick fix it, many consistently consider time element in gaining notoriety/to achieve outstanding progress with the use of online Media.

Sometimes, we are all involved in this. You may wish to ask people who are referred to as major influencers today whether there was not a time they considered jettisoning the whole process. I must confess it has happened to me many times. But when I consider accrued benefits in the past, I will rather take sometimes off to clear the cloud and go back on track.

This piece today is to encourage brands, people who are doing it right but seem not to be getting enough result for now. Effective online media use helps the brand to get large number of potential’s nods. Brand users today throng the internet looking for brand with useful opportunities that can either help them or their colleagues. Often, some of the people who access your brand’s online may not have a need presently for what you are offering but they may have friends whom they can refers to you. Without your presence, they might not have had access to what your brand stands for. Whatever you do, never forget brand relevance and power is a product of strategic, consistent value adding content sharing over a long haul. Couple with this is a tough will to go extra mile even when you are not paid for now knowing full well it is a matter of time.

With that said, I searched online to find real life stories (most of which are from Mashable) of how online media use (twitter, FaceBook, Blog etc) has helped some brands to gain relevance and influence people’s attitude. I guess some of these stories will help a brand to continue the journey instead of dropping out from the race. The key issue is that one may not know what could have happened without online media use.

Julia Probst(@EinAugenschmaus): This  German, deaf and avid soccer fan, has unique ability in reading the lips of football players and Coaches on the field. She often tweets and gives information on what they are saying beyond the reach of Television coverage to her audience. Julia’ effort has helped raised awareness for the deaf and disable. What if she had felt no one appreciated her efforts. Julia’s effort is helping a tribe that has no voice-deaf and physically challenged.

Offline media, Traditional media, Online Media, Brand relevance through social mediaAugust 2011 London Riots(@sophontrack): How many of us remembered riots and lootings that took place in London in 2011? Sure it is still fresh in the memories of many especially traders and shop owners who were affected. After the riot, these three individuals: Dan Thompson, Sophie Collard and Sam Duckworth joined together to clean up their neighbourhood through twitter #hashtag-riotcleanup. It started with a post on twitter by Collard- are we going to riotcleanup? This got many volunteers’ attention and they joined hands to achieve this good cause. Have you thought of this? One tweet from your brand can change the cause of history in your locality- at least.

An African farmer initiative (@chiefkariuki): This is a fascinated story of a Kenyan famer with just 400 twitter followers whose initiative has received coverage from AP. This famer only uses his tweet to create awareness on happenings around his village. He had saved his village and other communities estimated to have 28.000 inhabitants, through tweeting about robbery incidence and many other issues. This had been made possible through a third party mobile app that distributes his tweets as text messages to inhabitants. His tweet was also reputed to have mobilized others to save a man who fell inside a pit latrine.

What are doing with online media? Do you want to give up? Consider the empowering/energizing and crowdsourcing ability of the media before you throw-in the towel.

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