| New media has a unique ability to serve an array | | | | identity, they're creating their brand's identity. |
| of functions based on what is being represented. | | | | Rather than enhancing customer relationships, |
| The Harvard Business review recently featured | | | | they're developing customer relationships. These |
| an article on how top brands use social media to | | | | are imperative tasks for any organization and |
| build trust between themselves and their | | | | social media is definitely a means of proactively |
| consumers. Twitter and Facebook are effective | | | | assuming that responsibility. |
| tools for these brands to enforce and broaden | | | | New media helps smaller organizations reach an |
| their identities as well as enhance customer | | | | audience that may not have otherwise thought to |
| relationships. Due to the already-existent | | | | seek them out. Even if a follower doesn't directly |
| acquaintance with such products with top brands, | | | | use a certain product or service, scanning it every |
| their incentive is primarily to expand trust around | | | | day on Twitter or Facebook simply reminds the |
| the association everyone already has with them. | | | | consumer that it exists. This could eventually |
| How does new media work for the brands, | | | | prove valuable if/when that individual or someone |
| businesses and non-profits with whom everyone | | | | he/she knows happens to be looking for such an |
| doesn't already have a seemingly-innate | | | | offer. Smaller brands can also definitely create |
| association? For the little guys, social media seems | | | | similar promotions to those that the bigger guys |
| to mainly increase familiarity with who they are | | | | run, but the intent still slightly varies. |
| and what they do. It's sort of as if they're the | | | | How does your company use social media to |
| infant versions of their "elder" name brand | | | | increase familiarity with your community? |
| counterparts. Rather than enforcing their brand's | | | | |