Greetings branded ones!
As most of us know, and the rest are figuring out, the social media tsunami that is upon us provides many great vehicles for branding. As Kent Wertime reminds us in Building Brands & Believers, brands do not naturally occur in nature, but are fictions created and cultivated over time. What better way to nuture a brand than using a social media network to first promote your brand to friends and family, and slowly but steadily acquiring more followers, until, like kudzu in a Georgia summer, you are flourishing.
I happened upon a great article in one of the HVAC (the acronym for Heating, Ventilating, and Air Conditioning- my career field) trade magazines that I wanted to share- Ignoring Social Media Endangers Future Business. In the technically driven, socially conservative world of HVAC, discussing social media draws sly grins and bemused expressions, similar to the reaction you would get from recounting the vacation you spent on an ashram.
The time to accept social media as the next evolution in marketing is here, argues Angela D. Harris, author of the article. Social media platforms are all about improved communication, and communication is what customers want and businesses need. The benefits of a social media presence may not appear on the next quarterly statement, but they are tangible and will accrue with time. Despite big business' obsession with performance during a three month time frame, most small business owners would rather grow organically, with business spread by referral. It is more profitable and less stressful! Social media offers this opportunity. As Harris states, the time to begin a social media campaign was two years ago, but it is not too late. Ignoring the social media movement altogether, however, will be detrimental to the future of your business.
SH
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