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Canada:
What Should Brands Consider When Using Social Media?
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The emergence of social media sites such as Facebook, Twitter
and Instagram has materially affected brand owners. These sites and
others like them allow brand owners to interact directly with their
customers or potential customers. Their use is an important part of
brand management.
Social media channels should be managed using a brand-oriented
approach. This is particularly so concerning mobile devices, as
consumers spend more time on these devices than personal computers.
The brand execution that appears on social media should be
consistent with the material and approach used elsewhere. But
because social media frequently changes rapidly, a flexible and
diversified approach needs to be adopted. Brand owners that fail to
adapt can fall behind.
Simultaneously, there are potential concerns with social media
that need to be addressed. They include but are not limited to the
unauthorized use and adoption of usernames that incorporate brand
names, the impact of unauthorized or negative publicity, potential
liability relating to content posted by customers and privacy
issues.
Besides the opportunity to participate in activities on social
media sites, operators of the sites typically offer to brand owners
digital advertising services and related products to assist in
reaching consumers.
Many brand owners encourage individuals to visit their website.
An important part of this approach includes search engine
optimization directed at increasing organic search rankings on
search engines such as Google. Links from other websites to the
brand owner’s website serve as indicators to the search
engine algorithm that the brand owner’s website offers
relevant content. The links can come from a variety of activities,
but social media marketing offers a relatively simple way of doing
this by delivering content to followers that links back to the
website.
It is important that brand owners have in place a method of
monitoring what is taking place on social media and deal with any
problems in a prompt, proactive way. The world of social media is
different from the bricks-and-mortar world, and a brand owner needs
to avoid being perceived as an overly aggressive “trademark
bully.”
The content of this article is intended to provide a general
guide to the subject matter. Specialist advice should be sought
about your specific circumstances.
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