Like most things, social media has its very own international day of recognition, yes that’s right, it’s #WorldSocialMediaDay and it’s certainly a cause for celebration.
2018 has been one of the most turbulent years in the world of social media – the Cambridge Analytica controversy has shifted public opinion of social media platforms and even more so, the ethics surrounding online information management. As a result, the public’s trust of information shared online by news outlets, public figures and of course, brands is at an all-time low.
Even with what seems like a constant wave of negative reports, social media has and continues to change things for the better for brands. No matter the size of business or the value of a product, micro-brands now have the capability to reach any audience they choose in the same way international brands have done so for years.
There will always be a place for global televised advertising and A-list celebrity endorsements, but social media has given all brands the chance to compete on a level playing field and that is what makes social media so priceless.
As more and more brands begin to acknowledge the value of having a presence on social media, there are still many asking where to start?
Should every brand dabble in the recently launched IGTV? Should every brand pay influencers for partnerships? Can brands even prevent themselves from being sucked into the anti-social media agenda?
One thing common across brands nailing the volatile social media landscape is those with a clear, defined and confident brand identity. An identity that transcends through all content – images, videos and tone. An identity that has helped it navigate the landscape of traditional PR and marketing, so it’s a pretty good place to start.