Social Marketing Strategies: Branding through Social Networks

The growth of online social network usage among professionals and consumers has revamped the way connections are made and brands are built, offering the ability to reach a wider audience and at the same time providing greater room for error in constructing an online reputation.  It is essential for marketers to understand how to capitalize on these broadened opportunities, while at the same time protecting the brand and putting forward a true representation of it.

During graduate school I spent time shadowing account executives at various PR and marketing related companies, and though I learned much about strategic marketing for clients while in-house, I learned the most about branding from a story flippantly mentioned during a lunch meeting.  The CEO of one company had received a networking email from a recent college grad that not only was CC’d to ever other major advertising, PR or marketing CEO in the Business Chronicle’s Book of Lists, but also stated: “I want to know what you can do for me so that I choose where to work wisely.” 

In contrast, Esquire Magazine is diversifying from the declining magazine industry by extending their branding efforts and showing themselves to be a resource for lifestyle branding, rather than just a source of entertainment.  This new branding effort is in the form of Esquire Furniture, adding onto the lifestyle magazines they sell to men, but now helping men choose a place to live that life (Esquire Apartments) and how to decorate it. 

Esquire has creatively maintained their brand while expanding their reach of offerings.  The college graduate in question effectively branded himself as unhirable across a major metropolis, and was still discussed in shocked disbelief a year later.  The online world has access to both of these stories; Esquire's rebranding can be noted through Twitter promotions, blogs and articles detailing its move - and the college graduate's faux pas can be spread to other potential employers through a forwarded email to each CEO’s social network. 

This extreme example brings to light the power online social networking tools carry, and the impact that using them creatively or without discretion can have on a business’ message and brand.  A poorly thought out email blast or a misplaced Twitter strategy can impair a business’ reputation or ability to connect with its target audience, while genuine and engaging status updates or timely customer service delivered on social networks can change the sentiment of social media users.

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