Branding in the Digital Age: How Social Media can make or break Brand Image.
Social media can easily make or break a company or venture. It is imperative for new operations, and existing operations getting involved with social media, to closely monitor how their customers connect with their brand. One misstep or mistreatment of a particular customer can ruin a company. IF a story with a negative connotation was to surface about Rhapsody AND go viral, THAN immediate response and attention is necessary. This is because the the reason behind something going viral is the fact that many people are passionate about the topic and want to share it with their social group. The same concept can be applied to positive reviews and complements.
Further, in order to redesign traditional marketing strategies Rhapsody will probably have to change how their product is delivered.
Rhapsody's traditional marketing strategies example:
Rhapsody's evolved marketing strategies example:
["Consumers today connect with brands in fundamentally new ways, often through media channels that are beyond manufacturers’ and retailers’ control. That means traditional marketing strategies must be redesigned to accord with how brand relationships have changed.
Once, a shopper would systematically winnow his brand choices to arrive at a final selection and complete
his engagement by making a purchase. Now, relying heavily on digital interactions, he evaluates a shifting array of options and remains engaged with the brand through social media after a purchase.
Smart marketers will study this “consumer decision journey” for their products and use the insights they gain to revise strategy, media spend, and organizational roles."] - Branding in the Digital Age
Brand image is:
brand image
Definition
The impression in the consumers' mind of a brand's total personality (real and imaginary qualities and shortcomings). Brand image is developed over time through advertising campaigns with a consistent theme, and is authenticated through the consumers' direct experience. See also corporate image.
Sourced from: http://www.businessdictionary.com/definition/brand-image.html
Social media can make or break brand image. Managers, executives, and employees must be HYPER-VIGILANT on social media platforms to monitor praise and criticism because if something negative was to go viral, very very bad things can happen.
Example: How toyota handled brake-pedal problem vs. (American Airlines / Alaska?) Immediate Response
INCLUDE REF FROM VIDEO IN CLASS ABOUT AIRLINES HANDLING PROBLEMS
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