How Social Media Can Build Your Brand

With more than 74% of the U.S. population using social media,* more and more businesses are coming to the realization that social media can help them build their brands and customer relationships. And that's a good thing. When a customer has a good relationship with your brand, it's an opportunity for predictable and sustainable growth.

But simply using social media isn't enough. Smart businesses view social media as another communications tool in their arsenal and use it to convey messages that support their brand image and promise. The key is consistency. Whether it's a TV spot or a tweet, messages must reflect the core values of the brand, its distinction and brand promise.

An example of a company whose social media messages support its brand image is Whole Foods Market. In addition to offering coupons and deals on natural and organic foods through social media, Whole Foods Market reinforces their brand promise of promoting healthy food and a healthy planet by offering their customers healthy recipes, by providing tips about how to protect the earth and by inviting them to company-sponsored events that support communities where they operate.

Social media can be a great way to build brand awareness and develop long-lasting relationships with customers - as long as you stay true to your brand and think of every brand messaging effort as mutually supportive. This is critical for building trust in your brand, positively influencing consumers' perceptions and awareness and ultimately motivating them to choose your brand - again and again.

*"Using Social Media to Deepen Your Customer Relationships," Infor, 12/08