Building Up Brand Awareness in a Social Media Context

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Building up brand awareness in a social media context

Tag: Social media, brand awareness, micro blog, weibo

Nowadays, we live in an era of information and communication bloom, not just locally but also on a global basis, in which each of us venerably is exposed to enormous messages, news reports, commentaries and features from different kinds of medium. Moreover, we not just the passive passengers of the information turmoil, in fact we do proactively participate into the game and become part of what we called social media, which changes the way how we perceive and shape the world around us.

There might be many definitions about social media, given the nature and broaden perspectives of it. According to ESOMAR (The European Society for Opinion and Market Research (ESOMAR), a global association for market, social and opinion researchers.), social media is defined as “internet based platforms and technologies that permit users’ interaction and/or facilitate the creation and exchange of user generated content.”

Whilst the scope is evolving, the following format is focused and discussed:

* Multi-person/group communication and/or collaboration platforms (e.g. Twitter)

Note: arguably Sina.com might say Weibo is more than Twitter, but to make it simple we quote Weibo here is similar to twitter in some sense.

* The urgency of connecting consume thru social media

With the emerging of social media and the growing popularity across different regions, we can now keep in touch with each other all the time, share photos and messages simultaneously to thousands or millions, and it’s also allowed brands to interact much more closely to their consumers - you and me.

Marketing in this way has forever been changed by social media. Marketers can engage with and influence existing and potential consumes through adverts or other format of effective communication tools specifically tailored to that type of person, all based on information the consumer has given out on a voluntary basis. Furthermore, if the instinctive nature of Social network is taken into the consideration which is the networking expansion down to different level, the brand messages received and responded by consumers would cast substantial influence over their peers in the network.

One of the key and productive initiatives or requirements for a marketing manager is to increase the awareness that could lead to preference, purchasing motivation or even brand loyalty. With the feature of easy access, speedy and broaden coverage and most important of all, the lower cost of average reach, marketing manager is now equipped a new perspective to market a brand to thousands of consumer, increasing its public awareness through pages and helping to cement the brands image with regular updates, photos, articles and more.

* The increasing outreach of social media

Social media witnesses its popularity or taking over around the globe in the past few years. Especially in China, a country with growing potential in internet usages and mobile internet, based on the statistics from <The 29th China Internet Development Statistics Report> from CNNIC, by the end of Year 2011, the number of internet user in China exceeds 500 million in which one-quarter of net users use microblog(Weibo).

Basically, it’s hard to find someone not signed up to one social media page or another, and so it makes sense that companies have set up pages to market their products and services. The first step is to increase the brand awareness over this interactive platform.

In short, social media has access to all.

On the other hand, many brands in China also rush to build up their corporate microblog to have the first trials of interaction with consumers. According to the statics from Sina.com, till the end of Feb, 2012, totally more than 130,000 companies have set up the official weibo over Sina.com. Interesting thing is that among these companies, around half of...
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