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Effectiveness of social media in branding

Discuss about the Report on Popularity of Brand Posts on Brand Fan Pages?

This essay discusses the effective role of social media for branding a product or service of a company or a person. Branding is an important part of every product or service of a company. Branding is a very important element for the successful operation of a business. Branding is considered as one of the effective strategies for achieving success within the competitive sector of the market. Branding is the very vital component for achieving long-term success in the market sector. However, social media and internet marketing has taken many efforts to promote effective branding of any product. This essay discusses the effectiveness of social media to enhance branding of a company.

As discussed by Laroche et al. (2012), an online forum has changed the traditional area of branding. With the effect of globalization, utilization of social media has been increased among the group of people within every community of the world. People have attached more with different aspects of social media, like Twitter, Facebook, Instagram and other online channels. Therefore, many business marketers have taken effective initiatives for enhancing their business opportunity through social media. Companies have taken several activities of innovative branding through different platforms of social media to their product or service within the competitive sector of the market. Apart from Facebook, Twitter there is other opportunities like the blog, infographics, online presentation, etc. These mixed activities of online media have contributed towards the making of an effective online advertisement for the customers.

However, Singh and Sonnenburg (2012) argued that social media branding can be very helpful for making the customer loyal to the particular company among the market. World Wide Web and Internet has entered into the mind of the marketers. Today almost all business companies are utilizing this new media for promoting their brand among their potential as well as loyal or new customers of the market. This new media has become one of the important tools of advertisement, campaign, branding and promotion of the product and service. Marketers try to utilize social media for influencing the purchase intention or buying behavior of the customers. Social media has the effective influence on the process of branding of several individual and product branding within the particular company.

For analyzing whether the social media platform affects the branding of a product or not. To analyze this aspect, advertisements of Spontex, Charmin and UNICEF India have been chosen. Spontex and Charmin are two companies who deliver profit-oriented business within the competitive sector of the market. UNICEF India is not for profit organization.

Analysis of Branding Campaigns on Twitter and Facebook

Spontex is a European brand for several home products. This cleaning product brand has launched the Twitter account with the tagline ‘Cleanest Twitter Account'.  The idea of the social media campaign of this brand is very innovative. This brand has cleverly utilized the facilities of the twitter account. The brand has been opened as ‘The Cleanest Twitter Account'. This cleanness has dwelled meaning. Spontex delivers detergent powder that has the capacity of cleaning of several home based products. The idea of their Twitter page has the unique sense of cleanliness. The Twitter account is clean because the feed is clean. One can see the feed as the full white page. One should click on the available white space of the news feed. After clicking on the space, the area will expand to an image. This image will deliver secret and witty messages. Sometimes, the area also shows the mascot of the brand. Spontex also provides tweets and reward for the new product. They also insert tweets for rewarding the new products to the favorite person. The image of the tweet is mainly made from white PNG image. This image automatically displays large at the time of opening of the window.

Next product is Charmin. It is a brand of toilet paper. It is the product of P&G Company. Charmin is a very old product. It started its journey in the year 1920 in Wisconsin of United States. This product has repeatedly changed its technique of media campaign. It has acquired effective techniques of innovative advertising and marketing for the customers of the market. This product has become the largest provider of toilet paper of United States. It has also started its website and many online activities. Charmin has started its social media campaign after the effect of globalization. Charmin has maintained the particular element of social media. It has maintained the interaction between different people and media.  

As discussed by Lange-Faria and Elliot (2012), there are more than 40% young men have admitted that they use social media in the bathroom. Charmin has maintained its core experience. The core idea of its brand promotion is to provide a better experience towards the customers of the company. With the help of social media campaign, the company can be able to maintain the necessary interaction between the customers of the company. Charmin has taken effective activities to engage with the potential people within the social media sector. Other companies have learned the lesson of engagement from the activities of Charmin. The Facebook promotion of this company is also very effective. Charmin has understood the effectiveness and increasing popularity of social media marketing. Charmin intelligently uses social media as this media delivers brand recognition and awareness among the group of customers. This company has taken the proper activities and responsibilities for understanding the requirement and demand of the customers. Social media marketing always has engaged many customers. Social media marketing has helped to promote the brand among the customers. With the help of social media marketing, this company has made effective contribution upon making strong brand image within the competitive sector of the market (De Vries et al. 2012).

Spontex

The idea as well as concept of the media campaign for this product is unique. The innovative style of the advertisement has made pioneering activity within the competitive sector of social media marketing.  No one can think that toilet paper also can be branded on social media. This product has also made effective as well as intelligent social media campaign for promoting their brand among the customers of the competitive sector of the market. Charmin has made a playful approach with this toilet paper. They have demonstrated little fun with the activities of branding with a #tweetfromtheseat campaign. This product has done a fantastic job by incorporating humor into their current hashtag events. They nicely have done an effective social media campaign with the help of witty humor. This company has incorporated severe jokes and humorous things for making an effective promotion of a brand. With this way, this company of toilet paper has been able to enhance their brand image (ErdoÄŸmuÅŸ and Cicek, 2012).   

Next campaign is about the social media promotion of UNICEF India. UNICEF India is a part of The United Nations Children's Fund of the program of United Nations.  This program is designed for many health and education related issues of several children of many developing countries of the world. This program is designed to deliver humanitarian efforts for the long-term basis towards the people of the society. It also provides educational and developmental assistances for the children and mothers of different developing countries of the world.

UNICEF India provides effective activities towards the underdeveloped children and mothers of the country. India is a developing country. Most of the parts of this country is also still lacking from proper education and the developmental perspective.  UNICEF India operates its work activities as the nongovernmental organization. UNICEF has to make several subprograms for the people of the society. ‘Awaj Do' is considered as such an initiative of the effective program of the UNICEF India. This program needs to make the strong brand for the people. However, UNICEF India has taken the approach of making strong promotional efforts for this particular initiative.

However, the logo of this initiative is ‘The Power of your Words can help Change- Their Lives'. This initiative is based upon the aspect of delivering proper education towards the underdeveloped children of the Indian society.  It is a three-month social media campaign to promote the ‘Awaj Do' initiative. It is an effective effort to send back more than eight million underdeveloped children to school. This is an initiative of promoting the effective aspect of education and development. This initiative has gained many accomplishments in the social media platform. It is mainly based on Twitter campaign. It has been found from the survey that, Awaj Do initiative has received more or less 1525 mentions on the Twitter page of this campaign. The Twitter account of Awaj Do has received more than 2000 followers. Apart from these activities, a campaign has also received 60, 540 impressions in its Twitter account. At the end of this particular initiative, the website of Awaj Do has received 203,248 signups of interested people who have joined the initiative for a good and effective cause. The impression of Twitter has been calculated with the help of Tweet reach. This initiative of UNICEF has experienced from immense popularity among the general people of the society. Several people from the civil society group have also appreciated this particular effort of UNICEF.

Charmin

Therefore, it can be stated that social media has influenced the aspect of powerful branding of several products or services within the competitive sector of the market. The engagement of social media is very helpful for building a strong brand within the competitive sector of the market. Today, every company tries to promote the brand through traditional media as well as social media. They put more emphasis on the social media campaign for the product or service. The aspect of marketing and branding is different from each other. Branding helps to make the strong appearance into the mind of the people through the packaging of the brand. The success of a company always depends on the activities of proper branding. A company can make effective business while making its product as a brand towards the customers of the competitive sector of the market. A company which has delivered strong brand can also influence the purchase intention of customers. A Strong brand helps to make a customer loyal to the particular company, the product, or the service. The Strong and effective brand also can be able to enhance the competitive advantage of the company in the competitive sector of the particular industry.

As discussed by ErdoÄŸmuÅŸ and Cicek (2012), cultivation theory of George Gerbner is also very helpful to identify and understand the impact of social media on the process of making effective brand within the market. This theory states that media can change the perception of reality of a human being. Media can influence the interpretation of a person on a long-term basis.  Therefore, social media campaign also helps to make particular perception about the choice of specific product or service towards the customer of the market.

A strong brand also can determine the level of loyalty among the customers within the market. A brand can also help to attract the people. Brand value is more important than the marketing techniques or promotional technique of the product or the service. A Strong brand helps the company to sustain within the competitive sector of the market. To make a strong brand a company needs to maintain the relationship with the customers. The company should be able to engage in the activities of people. To engage with the customers or the people, several platforms of social media are very effective and helpful for the company. Making brand through social media platform can be able to enhance the level of satisfaction among the customers of this particular company. The brand is very effective as well as the important component for the success of the particular company within the competitive sector of the market of particular industry. The success of a company mainly depends upon the effective and strong brand of the product or service and the company itself. Brand value helps the company to sustain within the market. It can also be able to compete with other companies in the market of particular industry.

Reference list:

De Vries, L., Gensler, S., and Leeflang, P. S. (2012). Popularity Of Brand Posts On Brand Fan Pages: an investigation of the effects of social media marketing.Journal of Interactive Marketing, 26(2), 83-91.

ErdoÄŸmuÅŸ, Ä°. E., and Cicek, M. (2012). The impact of social media marketing on brand loyalty. Procedia-Social and Behavioral Sciences, 58, 1353-1360.

Lange-Faria, W., and Elliot, S. (2012). Understanding the role of social media in destination marketing. Tourismos. An International Multidisciplinary Journal of Tourism, 7(1)

Laroche, M., Habibi, M. R., Richard, M. O., and Sankaranarayanan, R. (2012). The effects of social media based brand communities on brand community markers, value creation practices, brand trust and brand loyalty. Computers in Human Behavior, 28(5), 1755-1767

Okazaki, S., and Taylor, C. R. (2013). Social media and international advertising: theoretical challenges and future directions. International marketing review,30(1), 56-71.

Singh, S., and Sonnenburg, S. (2012). Brand performances in social media.Journal of Interactive Marketing, 26(4), 189-197

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