Social media helping in brand advocacy?

Ever wondered how active users of social networking sites can help enhance the equity of a brand? Anderson Analytics conducted an online survey in June with 5,000 demographically representative respondents to identify users’ likely interests, buying habits, media consumption, et al, and concluded that there are definite data-driven segments in the social networking site market, both for non-users and users. “Most of the marketers don’t understand the nature of social networking. They are responding with little thought or strategy and are wasting money as a result,” says Rob Enderle, Principal Analyst and President, Enderle Group. Marketers need to advertise where the likely customers are spending most of their time and target the ad so that it will be consumed in the context of their activities and find a way to capture metrics of the success so that they can improve upon it. Enderle further adds, “They first have to profile their customers and then design a program that works within the context of this media.” Take for instance Facebook. It has been observed that Facebook-users are non-youth and average in the level of interest shown in the site compared to Twitter and MySpace. LinkedIn, on the other hand has a more professional user base. These social networks can be used to create forums that encourage consumers to share their experiences with a brand. Not only will this increase brand awareness, but it will also lead to higher levels of word of mouth advertising and will increase brand advocacy.

Arun Kumar Roy

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Source : IIPM Editorial, 2009

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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