Using Social Media as a Brand Management Tool

With the increased use of Social Media over the past few years, your brand message online is no longer in your hands. Whether your company has an online presence or not, your brand is alive across the Internet. A quick search on Twitter or Google will bring up a host of people talking about your brand. These conversations are talking place whether you are aware and in control of them or not.

Proactive companies are now monitoring the various Social Media platforms to track their brand mentions. What they then do with this information is up to them. The best companies will interject into the conversation and reinforce positive brand experiences or proactively try to rectify a poor brand experience. According to the results of the Social Media Survey results we recently released, 61% of companies surveyed  tracks what is being said about it online.

One company that has been monitoring their brand online quite well is Comcast. Comcast for the most part hasn’t historically been known for their outstanding customer service. A couple of years ago, the video below spread virally around the Internet. It was the epitome of how people felt towards the company and how they were treated. Fast forward a couple of years and Comcast has made huge strides to improve their image and customer service. On Twitter, anytime someone mentions Comcast, Frank Eliason, a Comcast Corp. manager in Center City, will respond to you. He is the man behind ComcastCares on Twitter. This article has great recap of the efforts that Comcast has put into their Social Media efforts. This is just one small example of how companies are using Social Media to monitor their brand and improve their customer’s experience.