Publix owns the top brand identity of all Tampa Bay area grocery stores. It is also has the biggest presence in social media of all the local grocery stores.
Bay News 9 is the most clearly branded local television news channel. It does well in all sorts of research. And it has the biggest presence in social media among all local television operations.
The Bucs, Rays and Lightning are all well-branded and loyally followed throughout the region. And they all do terrific in social media.
All these brands were market leaders before they got involved in social media. That is probably the reason they quickly became leaders in social media. People will follow what they know best... at first. But a lack of engagement or poorly executed social strategies will lead to brand erosion. You can bet on that.
More and more consumers are "joining" their favorite brands online because it is easier than ever. Before social media, close interaction happened by telephone, or through the mail. Too much effort. Few people bothered. Now, as we can see from Publix' Facebook numbers (see the post below), local brands can touch a large number of people. Interact with those people, delight them online and make them feel like they are a part of your organization, and you build a base of "evangelists," people who actually become an extension of your marketing team.
Disappoint them online, and you may lose them completely.
The branding battle for companies and products has moved into the social space, not exclusively but certainly with urgency.
Bay News 9 is the most clearly branded local television news channel. It does well in all sorts of research. And it has the biggest presence in social media among all local television operations.
The Bucs, Rays and Lightning are all well-branded and loyally followed throughout the region. And they all do terrific in social media.
All these brands were market leaders before they got involved in social media. That is probably the reason they quickly became leaders in social media. People will follow what they know best... at first. But a lack of engagement or poorly executed social strategies will lead to brand erosion. You can bet on that.
More and more consumers are "joining" their favorite brands online because it is easier than ever. Before social media, close interaction happened by telephone, or through the mail. Too much effort. Few people bothered. Now, as we can see from Publix' Facebook numbers (see the post below), local brands can touch a large number of people. Interact with those people, delight them online and make them feel like they are a part of your organization, and you build a base of "evangelists," people who actually become an extension of your marketing team.
Disappoint them online, and you may lose them completely.
The branding battle for companies and products has moved into the social space, not exclusively but certainly with urgency.
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