Trendspotting: Social Media Performance Anxiety

By Angie Argabrite, Monday, December 5, 2011, at 9:01 am.

Now that the social media footprint of corporate brands has been directly linked to a company’s growth and value, more emphasis is being put on the how-tos of branding via social media. For one, there’s the matter of “likes” and comments and how to get them. Comments, especially, are valuable to brands, as they lead to four times as many click-throughs as “likes” do. And there’s the question of SoMe damage control; after Bank of America proudly introduced its Google + brand page it was “brandjacked” by impersonators who poked serious fun at the bank. At least one technology reporter is scolding the bank for not taking any steps to remove the page. Harvard Business School recently used social media specifically to diminish its rep as stuffy and arrogant. Fashion designer Tory Burch says that she leans on social media to do much of the marketing for her preppy luxury goods; the trick, she says, is to keep the tone as nonpromotional as possible. In other words, that elusive recipe for suavity applies to social media, too: To maximize popularity, maintain a carefully crafted appearance of casual indifference. All the cool brands are doing it.

This entry was posted on Monday, December 5th, 2011 at 9:01 am. It is filed under Brainsnacks, Brands, Fashion, Social Media, Technology, Trends and tagged with Advertising, Bank of America, branding, damage control, Facebook, Google Plus, Harvard Business School, Marketing, promotion, public relations, Social Media, Tory Burch, Twitter. You can follow any responses to this entry through the RSS 2.0 feed.