Moving your brand in the digital age

Chipo Mapondera Business Correspondent
IN today’s world of business communication, the most powerful brands are successfully engaging with consumers through interlinked media platforms that are complementing traditional marketing methods. Billboards, television adverts and radio campaigns continue to make waves, but the power of a campaign now lies in how a brand successfully integrates its message across digital platforms.

Companies can no longer sit back and expect consumers to buy into their brand proposition without any interaction.
Instead, the market is highly competitive (and global), so consumers expect brands to cut through the noise and speak directly to them.

Across global markets, including those closer to home, such as Nigeria, Kenya and South Africa, social networks are the foremost mediums in disclosing brand marketing and communication strategies.

In neighbouring South Africa, brands like Nando’s and News24 gauge their popularity by the high numbers of followers on social networks. Nando’s has 1,5 million Facebook fans and News24 has 482 020 followers on Twitter.

Companies such as Sasol are still making their presence felt with profiles on brand-appropriate platforms LinkedIn and YouTube.
Locally, however, very few brands are in touch with the times, and in the majority of cases there is no digital strategy to speak of.

There are a few pioneers, most notably cellular giants Econet and Telecel.

Both brands are engaging with hundreds of thousands of consumers on their platforms (368 907 and 208 673 on Facebook, and on Twitter 8 647 and 25 580 respectively.

These brands are following a few key steps in managing their platforms to ensure that they remain active.

To achieve such a following on digital platforms, companies or brands need to spend a great deal of time and effort on ensuring that the right message goes out to customers and that their queries and concerns are addressed appropriately.

With social networks, consistency is key. In my research I came across a number of local companies who started blogs and social networking profiles, and after a few months left them hanging.

Maintaining these platforms and keeping them interesting is not as easy as it looks. Success and growth of platforms is only ensured by constant updates, several times a day, everyday of the week.

Results normally manifest after six months to a year and once customers are hooked, the load gets lighter.

So get going because your page has to start somewhere, but have a goal and stick to it.

Although there is a wide selection of platforms to choose from, the general rule is to start with three at the most, so that you can maintain high quality, rather than quantity.

You need to look at the platforms that are more appropriate for your brand and those that are best suited to convey your message.

You should also consider what platforms are most popular amongst your target market.

It is therefore imperative that your social media manager understands how different platforms function in an ever-changing landscape, in order to clearly communicate your brand.

While the tendency is for companies to task IT staff with the managing of digital platforms, my firm belief is that this is a marketing function and should be left to the marketing department.

Yes technical knowledge is required when you want to update your blog format or research SEO (search engine optimisation), but the person managing your social networks needs to have an understanding of brand building and requires a great amount of creativity.

This is because social networks are there to develop a digital personality for your brand and a voice that stands out.

According to stand-up comedian Carl Joshua Ncube, social media platforms are not there to talk about brands, but must rather engage followers through ideas that resonate with them.

Certainly you must share special news, promotions, campaigns, products and services but a great deal of research is also required so that your platforms develop a definitive perspective. Telecel’s “Tell Someone” Twitter account is a great approach.

It has sparked conversation, which is what the brand represents, through telling jokes and anecdotes.

Consumers, quite rightly respond when they are told how awesome they are! What you can learn from this is to find your brand’s unique selling point and include it creatively into your digital marketing strategy.

It would be a terrible faux pas to forget that social networks are also there to offer information about your brand.

It sounds basic but it is easy to overlook. Phone numbers, offices addresses and links to other online spaces should be constantly updated.

Facebook has an “About” section so that you can reinforce who you are as a brand.

Furthermore, you are inviting your current (and future) consumers into discussions about your brand when you start any social media profile.

It is a wonderful thing, allowing you to get honest feedback on your brand and services.

However, companies can no longer take consumers for granted as social networks also provide consumers with a mouthpiece to express both positive and negative comments about the brand.

Take this opportunity to expand on your client relationship management, because when consumers know you are consistently online, it gives them a quick and easy resource to ask questions and get information.

Respond quickly, whatever the request. Social media management is a 24-hour job.

A great deal of effort and a clear-cut strategy is a must when moving into the digital landscape.

However, the rewards this offers your brand are limitless.