Tag Archives: facebook

One reason everyone should engage in social media: Brand management

Social Media Bandwagon and Brand Management

Still today, I find myself fighting the social media battle. Why should companies use it? Why is it relevant? What is in it for me? If you are a consumer-based organization, then yes, the benefits are generally apparent. But what if you are targeting a different audience? The advantages aren’t so clear.

Every organization is different. Because social media is a very consumer-focused media, many groups are skeptical and have difficulty in validating its use. In response to these concerns, I found that there is always at least one reason to engage in social media that applies to everyone: Brand management.

Facebook and Twitter are both social networks on which people spend a lot of time. A presence on these sites will increase the probability of people coming across your content. If they cannot find you on these networks, or if they find a page that is out-dated or abandoned, it reflects poorly on the parent organization. These days, people are expecting a certain level of information from these pages. If it is not received, credibility can be lost.

By entering social networks, companies would benefit from their high online visibility. Facebook is currently only 1 of 12 sites on the internet to have a Page Rank of 10. As opposed to “groups” on Facebook, “pages” are searchable. Creating a page on such a high-ranking site as Facebook would allow your content to become more visible.

At a Page Rank of 9, Twitter is also relevant. In recent news, major search engines Google and Bing announced a deal with Twitter allowing them to index tweets directly from the Twitter stream. This makes content created with Twitter much more searchable, and in the end, more valuable.

In a quick search for any topic or organization, it is very often that both Facebook and Twitter accounts show up as first page results. Since these pages have impressive Page Ranks and are highly indexable, they will be more likely to show up in searches for your company and your issues. Creating these pages and managing them, even if only on a minimal level, is crucial for any company’s online brand.

My Buzz With Google

Google Buzz and Google Wave

Google has recently put out some new products in their tech family, two notable ones being Wave and Buzz. I will admit I was the first one to sell myself out for a Wave invite, and though I was never excited about Buzz, I did link to it every social media account I managed.

I think these products have good potential, but they are missing one key element which will mark any product’s success: mobile technology. It’s great that Wave can be a home-base for a coherent conversation between a dozen people, but how do these participants know when changes have been made so they can approve? There is no email or push notification alerting of this. And for people who are on-the-go, how do they use Wave in a mobile savvy environment?

The same goes for Buzz. Luckily, many professionals these days use Gmail to read their email. This makes the Buzz product more relevant. But what happens when you’re not at your computer, which is, umm, a lot? Why would someone log onto a Web browser to update a Buzz status when Twitter has made it so easy to text in a status update? When Facebook has developed an app for every smartphone platform? When even YouTube has capabilities of uploading videos on the fly? When foursquare is quickly climbing the location-based update ladder? When most smartphones already have a Google Talk application that will allow them to keep up a status without actively being online?

Google, which at one time lead the Silicone Valley innovation, seems to be getting lazy. Buying-out a company and slapping an ad on it? The model is dying.

If you’re going to pioneer anything these days, it needs to be mobile friendly. Either Google will need to figure out how to integrate these new products into our mobile-obsessed world, or they will fail.