The Role Of Social Networks In Shaping Brands

Social networks are a field of personal interaction, of closeness, which helps to “put skin” on the brands. The power of social media as a humanizing tool is indisputable.

Now we are all at the same level. Contrary to traditional advertising communication, in social networks a consumer’s opinions can have the same or more impact than those published by the brand itself. This has completely changed the rules of the game and the attitude of brands has been forced to change as well in order to adapt.

The same messages, the same tone and the same strategies no longer work. To create relationships in this new environment, brands must forget the distances and use the characteristics of the new channel to modernize their discourse, converse and connect with their audience.

In general — except when the dreaded reputation crises arise — users and brands coexist peacefully. But to limit themselves to mere coexistence is to miss an opportunity to get closer to the social user and establish deep ties with him, to start a relationship aimed at turning him into a future loyal customer of the brand.

When brands try to fit their offline advertising message into the digital world, cramming it into 140 characters without bothering to listen to their digital neighbours or establish a conversation, social users’ alarm bells go off. As if a shiny sign reminds them that they are dealing with an old-school brand and instantly, an unconscious distance is created with the brand. This lack of digital strategy is a full-blown “I came here to talk about my book”.

On the other hand, when the brand listens, interacts, creates conversation, forgetting for a moment about selling anything directly and concentrating on providing value, then the miracle happens. The brand acquires a “skin” of its own, it becomes humanized. When this happens, the brand is endowed with a unique personality, it acquires human characteristics that make it possible to create bonds with its audience and differentiate itself from the competition.

Something as simple as listening and conversing make the difference between a distant brand and a close brand, the difference between being successful in social media or just using them without understanding their implications. In the first case, your digital actions will have an impact on your sales and you will acquire a good reputation; in the second case, you will spend resources on using a channel that is fashionable without exploiting its full potential and you will not see a great impact on your brand.

In social networks we can tell our story, which helps to humanize us and make us unique. The new social user is not looking for perfection, but for authenticity, they want human brands with their flaws included — there is nothing more human than flaws — with which to establish relationships that are not limited exclusively to the commercial sphere.

The digital environment offers the possibility for brands to actively listen to their consumers, a strategic information of vital importance to understand them and offer them what they are really interested in. Social media create a breeding ground for the brand-user relationship to evolve towards a more advantageous symbiosis between both parties.