Building Up Brand Awareness in a Social Media Context

Building up scar sensation in a hearty media context Tag complaisant media, brand aw atomic number 18ness, micro blog, weibo Nowadays, we live in an period of information and communication bloom, not estimable loc on the wholey but in like manner on a orbiculate basis, in which each of us venerably is exposed to awful messages, news reports, commentaries and features from divers(prenominal) kinds of medium. Moreoer, we not just the still passengers of the information turmoil, in fact we do proactively go in into the game and become part of what we c eithered t closinger media, which channelizes the steering how we perceive and process the world around us.There competency be some(prenominal) definitions well-nigh companionable media, prone the nature and broaden perspectives of it. match to ESOMAR (The European baseball club for Opinion and Market Research (ESOMAR), a globose association for grocery store, friendly and opinion researchers. ), friendly media is delimitate as internet establish platforms and technologies that permit exploiters 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/ classify communication and/or collaboration platforms (e. . Twitter) Note arguably Sina. com might say Weibo is much than Twitter, but to gull it simple we quote Weibo here is similar to peep in some sense. * The urgency of connecting consume thru well-disposed media With the emerging of social media and the festering popularity across contrasting regions, we can promptly keep in bear upon with each other(a) all the time, share photos and messages at the same time to thousands or millions, and its also allowed brands to interact ofttimes more closely to their consumers you and me. Marketing in this demeanor has forever been changed by social media.Marketers can aim with and influence existing and potential co nsumes 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 pro pits is taken into the consideration which is the networking expansion down to different level, the brand messages received and responded by consumers would cast veritable influence everyplace their peers in the network.One of the key and fur-bearing initiatives or requirements for a marketing manager is to cast up the awareness that could lead to preference, purchasing motivation or even brand loyalty. With the feature of easy access, fast and broaden coverage and most important of all, the level cost of average reach, marketing manager is straight off equipped a new perspective to market a brand to thousands of consumer, increasing its public awareness through scallywags and component part to cement the brands image with mend up dates, photos, articles and more. * The increasing outreach of social mediaSocial media witnesses its popularity or taking over around the globe in the past a few(prenominal) years. Especially in China, a country with growing potential in internet usages and mobile internet, based on the statistics from <The 29th China Internet tuition Statistics Report> from CNNIC, by the end of Year 2011, the human body of internet user in China exceeds d million in which one-quarter of net users use microblog(Weibo). Basically, its hard to find someone not subscribe up to one social media page or another, and so it makes sense that companies check set up pages to market their reapings and services.The beginning 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 unified microblog to have the first trials of interaction with consumers. According to the stati cs from Sina. com, till the end of Feb, 2012, totally more than 130,000 companies have set up the official weibo over Sina. com. provoke thing is that among these companies, around half of them are approach path from the dinning, i. e. restaurant, cafe or dining outlets.Not surprisingly, when being asked in the survey about the intentions of stepping into the stage of launching the corporate weibo, 100% of these companies responded that the first priority is brand building, with PR and CRM on the second and the third places to follow respectively. * interactional way of exchanging brand information flow When communication the messages, some of the key distinctive features about social media include two-way dialogues, interactive creation and active response. In the past, marketing managers frequently use the pre-set messages that fit into different segment to backside their consumers.Under these so-call old room ways of consumer communication, the messages are fixed and taile d make already, even the marketing managers could modify and even substitute some fractions of the messages based on the judging of the change of the different situation. More importantly, this kind communication would be mostly in one direction, regardless the feedback from the receiver. In one way, social media allows users to interact with mickle and companies resembling never before, while also acting as an outlet to channel information about people and their opinions.On the other hand, it enables consumers to talk directly to one another, which means, over the social media platform, the topic, the tone, the timing and the frequency of these conversations are now outside the marketing managers direct control. As a consequence, marketing managers of today must not just focus on the provision of the traditional messages, they should also understand the way of consumers speak of their mind to shape their discussions in such a way that it is undifferentiated with the companys st rategy and communication paradigm.When marketing managers set up a page on a social media site and people develop to follow it, they can ask these followers their opinions on the companys products and services. On the very first stage, the information that can be gathered on these topics is invaluable, as it is essentially market research with the legitimate information. Social media is a good platform with the change integrity but advanced technology and full scurfy of media features that enable instantaneous, real-time communication and applies multi-media formats, such as audio and video mediums. totally these, not just coming from local market anymore, it comes with global reach capabilities. An provoke fact reveals that so-called high carihighly educated All this information can good be stick to use in come apart marketing to customers, helping marketers appeal to their audience in much better ways than before. Promoting a irrefutable image both social media agency w ill tell you that holding your brand image up on your social media page is crucial. Word spreads fast, even faster with social media, so when interdict comments are posted about a particular brand on the page it can be swiftly tackled and the problem sorted.Better yet, all of this being public will show other potential customers how your brand deals with problems. Facing off negative comments is great, but dont forget that positive messages will also be posted. Marketing to the range market Today and in the past, marketing has been through through publications, signs, television and radio adverts. The target markets for these adverts are broad to try and appeal to as many people as possible as easily as possible.While this is still effective, marketing through social media can be targeted towards a much more niche audience. Using the information that users post on their social media profiles, adverts can be made to target from either a broad range of people, all the way down to a specific group. This allows for a greater personalisation of adverts, appealing more towards people whod ignore the normal adverts. At the opposite end of the scale, setting up adverts to easily avoid users thatd have no interest in the product or service is also possible.