How Social Marketing is Making the Invisible, Visible

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A brand is often said to be intangible – you cannot go and touch it, you cannot define it in it's entirety…true, however I would also add that the invisible nature of a brand is something that you address through social media.

When people research via the internet (and over 75% do), when they shop online…they can only see your shop window. Now if that was the case in real life, I don't think you would expect many people to stand on the pavement and commit to purchase 'without entering the store and feeling the culture, the product and speaking with the shop assistants' – so why on the web?

Social media is a way of providing that insight, it is a way of allowing the brands to make visible those aspects of their brand which the offline retailer can offer….

Social media can also add aspects that a shop will struggle to offer….think about customer reviews and how they add a different dimension to the brand.

Sometimes people in social business coaching sessions think that social media is different, an add on to what you do now….. I think it is the wrong way to look at social marketing.

Showing the intangible parts of the brand is the same whether you are online or offline – it is the how which is different.

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Author:
Anna has spent over 20 years as a Board Director at several global brands. She now runs her own company The Engaging Brand which supports business leaders who want to transition to the new social business model. She is also a speaker, writer and radio show presenter on social business, indeed her podcast The Engaging Brand has been nominated 6 years running as Best Business Podcast at the Podcast Awards. She brings an unusual mix of experience to business - she has a 1st Class Law Degree, MBA in marketing and is a qualified Chartered Accountant. This unusual mix means not just explaining the why of being social but how to turn social into a measurable business tactic to grow your bottom line. Her blog www.theengagingbrand.com is recognised as one of the leading UK marketing blogs.

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