Branding tip of the month

Take a guess at what actor has the most likes on Facebook. Is it the most famous, most talented or best-looking actor?

With more than 24.5 million fans, Vin Diesel is the most-liked actor on Facebook, probably because he’s the most authentic. He shares pictures of his family, videos and inner thoughts. Brands can learn from Vin: Share insights from real people, behind-the-scenes footage, and your brand’s personality.

It is content like that which brings brands to life in a way that nothing else can. Stories and pictures can be about the founding of the company, an employee who has overcome struggle, or a client who had experience with your product/service. In order for brands to tell a story at scale, they used to have to buy a 30-second TV commercial. Today, you can tell a story through tweets, photos and Facebook groups.

Ultimately, the most important rule for brands to remember is the Golden Rule: Take off your marketing cap and put on your consumer cap — would you click Like or RT? Remember, there’s a huge difference between using social networks to aggressively sell versus making it easy for consumers to buy. You’re using the social networks to build your brand, not necessarily sell it.

It’s no fun to create a client Facebook Page only to find that only “4 people like this,” no matter how many how enthusiastically (or repeatedly) you hit refresh. To build your base, start with your client’s most loyal fans — the ones that already exist. Place a call to action in emails or newsletters and make sure the Facebook Page is visible on your client’s website, blog, Twitter and on all physical promotional materials, especially those given out at offline events. If appropriate, place hyperlinks in press releases and other PR-related materials. Note that Facebook has specific rules about how it can be referenced and linked. For example, you cannot connect your client’s company name and Facebook in the same hyperlink. Be sure to read through Facebook’s brand permissions guidelines.

– Matthew Buchman

Social Branding Department



Social Media Marketing in the news:

From SMBs Get Social Marketing Crash Course

Small businesses that are just now considering using social media might ask: Where the heck do we start?

It’s tough to blame them. The sites and features change regularly–as does the menu of services and advice that swirl around. There aren’t many consensus metrics for measuring business effectiveness, either. (What’s a Facebook “like” worth to a real estate brokerage, for example?) Yet the social boom doesn’t show many signs of slowing–recent Pew Research Center data shows nearly half of U.S. adults are on at least one site. Constant Contact has rolled out a new site for small companies hoping to engage with that growing audience, but are either unsure of where to begin or how to take a planned, results-oriented approach, rather than simply firing blindly and hoping social efforts hit their intended targets. The online marketing firm’s Social Media Quickstarter is a free educational service; essentially, a crash course in the fundamentals of social media for smaller businesses. Mark Schmulen, Constant Contact’s GM for social media, said in an interview that while some SMBs are very socially savvy, others find that it resides outside of their wheelhouse.

“They’re very much domain experts–they’re the best tax accountant out there–but when it comes to technology and marketing, there are things they know they should be doing or think they should be doing,” Schmulen said. “We don’t think that this is going to appeal to every small business out there, but certainly the larger market–they need help.”

Though Constant Contact traces its roots to email marketing, which remains a core business, it has invested more heavily in social media and related applications of late–and in taking a more integrated approach to online marketing. Earlier in the year, for example, it acquired social CRM startup Bantam Live to build out its cross-channel platform. Constant Contact has roughly 450,000 small business customers. ….

By Kevin Casey InformationWeek

Read the full article here

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