I talk and exchange everyday with dozens of DJ's, journalists, editors, publishers, actors, Japanese singers from all over the place and can't understand the Mauritian vacuum. As opposed to that, L'EXPRESS from France tweets every hour, One BBC Channel almost every 15 minutes, France 2 TV almost every 2 hrs, O2, the Uk mobile Operator, tweets to announce that there are no new announcements and offers tech support via twits. WOW! That's another world really!
Don't get me wrong! This is not about doing things at the same scale but doing
things in the proper way, with planning and efficiency and not beacuse it's
trendy to tweet or socialize.All this has got to do with the name, the
product, the brand and in this century, Social Media and Networking are hard
parts of any Branding strategy. It can yield so much ROI, credibility and
relevance if properly managed and geared. It's time and resource consuming but
highly rewarding, beyond profits.
Branding revolves around people. They are at the centre of the universe and
need to be comforted in their beliefs. They are the ones who decide of a
brand's popularity, of when to end a line of product and start another one.
They are the makers of a brand's relevancy. Talking to them, informing them,
entertaining them, socializing with them on a systematic basis is nothing but
helping your brand to grow stronger and more popular everyday, at each ADD.
The best example to date is the Domenech's French Soccer Team that had not
been communicating for more than 2 years. The "Les Bleus" powerful brand just
imploded within 24 hours and along with it dipped the merchandising sales ...
down to -50% in some franchised shops and we still haven't talked about it's
actual e-reputation level.
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