What Should Brands Consider When Using Social Media?

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.