An interesting study from the University of Texas recently showed that the typical information posted on social networking sites …. favorite books, movies, music, and quotes; major; hometown; and similar personal items …. doesn’t always give others an accurate impression of you.
When the researchers tested so called “friends” of a user on basic questions like those found on social networking sites, the information did not help users figure out what others were “really” like. Instead, the researchers found that users’ personalities were much better understood if they posted things on their profile like their most embarrassing or proudest moment, or their spirituality.
What can marketers learn from this study?
To me, I think it says a lot about a brand! If a brand posts very light information on a Facebook company page, has few conversations in the blogosphere, and isn’t really engaging, I expect the researchers would say the same about the brand …. people don’t know what it’s “really” like.
But if the brand is creating interesting content, commenting in the blogosphere, reacting to postings with senior leaders, and maybe even having a misstep or two online, in my eyes it makes the brand real. Now I’m not saying to let it all hang out and anything goes online. But if you can tend toward letting go of your defenses and creating some controversy, perhaps you will be much better understood.
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- Social Networking Sites Luring Brand Marketers
- Yahoo ‘Brand Universe’ to Comprise 100 Entertainment Brand Sites
- The Myth of Brand Engagement
- Web Search Users Who Seek CPG Info More Likely to Be Brand Advocates
Tags: Branding
Paul, what a terrific point! Engagement really is a sliding scale. Some companies think the mere act of creating a blog entitles them to a conversation. You’ve rightly pointed out that active engagement, real (not PR managed) conversations, and displaying personality can help bring a brand to life!
Paul, interesting research. I agree that brands need to be more personal and start engaging with their buyers.
Social media and user generated content has changed how our buyers engage with and learn about our brands. Like you say, it’s allowing us as companies to put a face on who we are. We have to be more transparent and open. That’s a good thing for us and our buyers. I also think it’s good for our employees.
I’d imagine that companies may start paying more attention to what their brand really stands for and ensuring that they can deliver on their promises – again good for buyers and companies.
Have you see any move towards this, or are companies building brands more organically and adapting based on reactions from buyers?
Lee
I havent seen any research on this but I suspect we will see more brands organically adapting based on reaction from buyers