While looking
at a lot of the current and recent research connected to social media --
specifically blogging -- as a cutting edge communication tool, it has become
pretty clear there are some simple truths to be noted:
1)
Internet use continues to increase around the
globe, even in less technologically developed countries. While the access
method may be changing (desktop computer, laptop computer, tablet, smartphone,
etc.), more and more people are being “connected” to the Internet.
2)
Blogging continues to rise as a tool for
information dissemination, whether it is being done by companies, public
relations practitioners, journalists or “citizen journalists.”
3)
Those
who are embracing the use of social media as a means of making more customized,
meaningful connections (or relationships) with various audience segments are potentially
able to strengthen their branding
efforts.
Internet Use
As noted in a
recent quarterly update for Internet service providers, Internet use/growth is
expected to continue even in the United States by 3% annually through 2017.
Growth will be much higher in less developed regions. While the method of
access might continue to evolve, the bottom line remains the same: People
continue to use the Internet more and more, whether it is via a desktop
computer, a laptop computer, a smartphone or a tablet device. Being accessible
via the Internet should remain a critical component of any company’s comprehensive
strategic communication program.
As the Baby Boomer
generation ages, use of the Internet by “older” groups continues to grow.
Younger generations have grown up with the technology, so it is doubtful their
use will diminish. Rather, the tech-savvy generations may become more
discriminating in their sources of information.
Blogging
As a format
for sharing information, connecting with customers, or demonstrating an area of
expertise in a particular field, weblogs continue to grow. As noted in my
previous blog entries, “citizen journalists” use blogs to drawn attention to
issues not covered by mainstream media or from a slightly different perspective
than the same stories that are covered by mainstream media.
Credibility
continues to be an issue for bloggers. The ability to demonstrate support,
proof and reasoned commentary through the use of blogs will be increasingly
important to those who desire to be professional and successful bloggers.
Journalists often maintain supplemental blogs in addition to their published
works on either broadcast or print media, helping to solidify the overall credibility
of blogs.
Journalists
aren’t the only ones using blogs. Companies use social media like blogging to
build their brands. According to Richard Honack, lecturer of executive programs
at Northwestern University's Kellogg School of Management "social networks
do not sell product, do not sell services, they sell brands, they are brand
builders."
Even leading
communication/journalism educators, helping prepare future practitioners to be
well-rounded, diversified strategic communicators are incorporating ongoing
blogs to be part of the student’s coursework.
Branding
Branding is
not a new concept. Building and strengthening a brand via the Internet is
becoming much more important. The basic building blocks of branding online are
the same, essentially, as off. The Internet merely allows these traditional
functions to happen at greater speed and with increased need for responsiveness
by the companies looking to establish and build their brands.
As noted in a
great introduction to using the Internet as a branding tool from 2007, to build
a brand a company needs to understand
its customers. What motivates them, what attracts them, what turns them
off. A company needs to utilize a full spectrum of marketing communication channels and techniques to gain insight and
have interaction with their current,
past and future customers. And finally, the content supplied by these companies has to have value.
Information
supplied and collected via use of the Internet moves at a much faster pace than
branding efforts in a traditional marketing branding model. Social media like
Facebook, Twitter and even blogging allows companies to establish direct
connections with potential, current and former customers in nearly real time,
allowing for a deeper, more personal connection between the consumer and the
brand.
What does it
all mean?
Simply put,
the Internet and use of blogs will continue to grow as a highly targeted interactive
communication vehicle, enabling communicators – regardless of their
professional capacity – with an opportunity to establish and build brand
awareness and loyalty for their business endeavors or clients. The savvy
communicator needs to recognize this opportunity and get on-board with this
developing technology in order to remain relevant in the marketplace. The
alternative is that you will be left behind.
Sources:
Internet service providers - quarterly update 4/15/2013. (2013). ().
Austin, United States, Austin: Hoover's Inc. Retrieved from http://search.proquest.com/docview/1341267270?accountid=38769
"Put
yourself in the Spotlight; Evolving your brand means evolving your marketing.
All signs point to social media as the way to go. Just ask
broker-turned-marketing-guru Ryan Hanley." Employee Benefit Adviser 1 May 2013: 24. General OneFile. Web. 5 May 2013.
Simmons, G. J. (2007). "i-branding": Developing the
internet as a branding tool. Marketing Intelligence & Planning, 25(6), 544-562.
doi:http://dx.doi.org/10.1108/02634500710819932
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