Integrating Branding and Social Media

I have been thinking about this a lot. And what initially seems like a contradiction (authenticity vs. image) may actually be more of a filter than an obstacle. What I mean is, brands that are real -- that keep their promises -- should have no problem with social media because social media essentially keeps you honest. When you're out there speaking your mind (and when people are speaking their minds about you) in an unfiltered way, you are basically displaying your real brand. If your well-crafted corporate brand is the same as your unfiltered identity, then integration is a non-issue. But if you're trying to promote an image that isn't real, social media will catch you. So the message for branders is, the limbo bar has been raised (lowered?). You'll have to scoot under it more carefully now.

About

Dr. Dannielle Blumenthal is an author, independent brand researcher, and adjunct marketing professor with 20 years of varied experience. An avid researcher and prolific, creative writer, Dr. Blumenthal's interests span communication, marketing, qualitative media content analysis, political rhetoric, propaganda, leadership, management, organizational development, and more. An engaged citizen, she has for several years worked to raise awareness around child sex trafficking and the dangers of corruption at @drdannielle on Twitter. You can find her articles at Medium, www.AllThingsBrand.com and www.DannielleBlumenthal.com, and she frequently answers questions on Quora. All opinions are Dr. Blumenthal's own.