By Alan Graner
Brandwatch https://www.brandwatch.com/blog/marketing-the-importance-of-brand-perception/ defines brand perception as something “owned by consumers, not brands. Regardless of your message, whatever people are thinking and saying about your brand, that is your brand.”
One of the easiest ways to know what people are saying about your brand is to listen, monitor or analyze what people are saying on social media.
How do you incorporate social media listening to track perceptions of your brand? FIPP http://www.fipp.com/news/opinion/how-social-media-listening-can-drive-brand-perception-and-audience-growth states you should:
Understand what drives brand perception through
- Investing in brand tracking
- Running a brand tracker
- Using real-time brand sentiment analysis
- Investing in brand tracking
- Identify your influencers to target new audiences
- Inform and validate traditional research (e.g., qualitative research)
Marketing Land http://marketingland.com/social-signals-affect-brand-perception-smx-advanced-2015-131100 reminds us that opinions “expressed about a brand or its products by people in the social circles of a buyer can play a major role in the buying decision.
“What consumers think is important about your brand and products might often be different from what you think. Use social listening to discover those consumer insights, and then adjust your site and product offerings accordingly.”
Every company wants to protect how their brand is perceived in the marketplace. That’s why they spend thousands—and millions—of dollars defining their brand.
Because the reality is, if you don’t define your brand, the marketplace will, and you might not like the result.
It’s not enough to just protect your brand, however. It must truly represent what you say it does.
In today’s social media climate, this becomes increasingly harder.
It doesn’t take much to drop your brand into the trash such as complaints of poor quality or poor service or poor value.
The harsh reality is, if the marketplace decides your brand is crap…it is.
How to manage your brand’s value
In today’s online world a company must continuously monitor social media.
In the simpler days of Facebook, LinkedIn and Twitter this wasn’t too difficult.
Today, however, there’s been an explosion of social media platforms: Snapchat, Instagram, WhatsApp, Reddit, Google+ and more.
Hart https://www.hartinc.com/2015/04/08/five-ways-to-improve-your-brand-perception-with-social-media/ suggests these five points to improve brand perception::
- Showcase your brand values
- Build trust
- Show interest in people
- Be consistent
- Use and promote images
Brand Sashka https://brandsashka.com/how-does-social-media-influence-brand-perception/ offers this advice:
- Don’t try to master every social media platform—there are too many.
- Build a strategy and be consistent.
- Provide valuable content people want to share.
- Be as visual as you can.
- Know your potential consumers well.
- Put your end user in the center of your social media strategy.
- Be authentic.
Finally, Top Nonprofits https://brandsashka.com/how-does-social-media-influence-brand-perception/ urges you to avoid these five mistakes:
- Failing to respond (Perception: unprofessional)..
- Over posting.(Perception: spammer)
- Only talking about yourself. (Perception: self absorbed).
- Negative tone. Perception: downer)
- Long periods of silence. (Perception: not serious).
How does social media affect perceptions of your brand?
Alan Graner is Chief Creative Officer at Daly-Swartz Public Relations, an Orange County, CA business public relations and marketing content firm. For content that makes you stand out from the crowd, email Jeffrey Swartz at firstname.lastname@example.org. Or visit www.dsprel.com.
An earlier version of this post appeared November 17, 2014