In the rush to not be left behind by the new digital wave, companies flocked to Facebook, Twitter, YouTube and other social networks to set up their accounts and “be there” for customers. While this was a great demonstration of the power of social media, and widespread adoption helps in developing stronger relationships, it did lead to several problems.
Amidst issues with unclear ownership of these new accounts and a lack of process for handling customer service matters, one additional concern still infers today: a lack of brand consistency on social media.
As Twitter and Facebook become engrained into the lives of more people every day, companies are being pressed to draw lines in the sand. Establishing brand social media policies is not just a suggestion, but a necessity, in a day and age where one person’s poor judgment can transform public perception of his or her employer.
While every industry has examples of employees behaving badly, perhaps no set of workers have their digital comments under higher scrutiny than professional athletes. As teams continue to try to find a balance between allowing their prized employees to feel comfortable and still have defined brand social media policies that protect their interests, so, too, do companies looking to tiptoe the fine line between expectations and rules.
This past January, the Identity team took on the challenge of launching three (yes, three!) new brands in five days. With specialists in brand experience, creative, media relations and marketing, and social media, Identity leads companies through every step of the rebranding process—whether it involves refreshing a company’s brand image, launching an entirely new brand… Read more »
Today is an exciting day at the Identity office! First, we just announced that Andrea Trapani is now partner. She’s joining Mark Winter to help us continue growing the agency. Huge congrats to Andrea! Next, the social media team has been working hard on developing a video series. Today, we launched the first video in… Read more »
My philosophy on brand strategy has always been simple: Listen to what your market wants, and then give it to them. It sounds too easy to be true, but it is the most effective way to get your brand strategy back on track and working for you. Many companies spend a lot of time and money… Read more »
I started my Wednesday morning last week with a very disturbing e-mail from Brandon Chesnutt, our director of social media, sharing two unbelievable screen shots from a new competitor in the market. We’ll call her Voldemort. The first image was taken directly from Voldemort’s home page. As you can see from the following images from our… Read more »