As the deadline for content of this blog looms ever closer, I thought it would be a good time to make some comments on my learnings over the last few months.
Exploring the digital landscape and its use by brands to build on their reputational capital has been an interesting journey. With key concepts including medium theory and the second media age forming the backbone of my posts, I sought to show how social media has offered new tools for interactive and dialogic communication between brands and consumers, and between consumers themselves. Importantly, it has become another channel for brands to build on their reputations via relationship building and exposure in the digital world.
Drawing predominantly from ‘Reputation: realising value from the corporate image’ by Charles Fombrun, I hope to have shared why brands need to consider adapting to the new online media ecology and start participating in conversations and have tried to anchor these concepts in recent and interesting examples.
Finally, a big thank-you to all my spectators, without whom this blog would have had no interaction! You have all provided me with some great insights and your (sometimes) challenging questions have been very thought provoking. I do hope you have enjoyed my posts as much as I have enjoyed readings yours, no doubt I will speak to you soon!
The case studies I have presented in recent posts highlight the successful use of social media to increase reputational capital. These have uncovered the means by which brands are using the digital landscape in order to create wealth.
Having recently written a paper on the political economy of new media, I can’t help but think about how two sides of the social media coin have been brought to life – both of which promote brand reps in different ways.
On one hand, we can see how brands are tapping into the non-commodified relationships that people are having online to not only increase brand presence and reputation but also to produce capital.
In the case of KLM Airlines, it was clear how social media platforms such as Facebook, Twitter and FourSquare were commodified. The individuals who were targeted for a gift had their social media presence analysed in order to determine an appropriate gift. The campaign demonstrates how brands can mine the data collected about individuals online in order to leverage their brand.
On the other hand, we see how social media is providing a ‘democratising’ voice to marginalised views. By interacting with her fans directly via social media, Lady Gaga has created inclusionary spaces around her celebrity status and shared interest in her music for her fans to discuss issues such as their ‘imperfections’.
Is it invasive for brands to use the data created by consumers based on their social / cultural interests?
Do you think that it is invasive for brands to use the data collected about the things we do online? Are the privacy settings we set really private? Do you feel as though the consumer has a democratising voice online?
Although this infographic was designed to look at the psychofactors that influence social shopping, I think it is interesting as how we operate in the digital landscape.
What are the impacts of #socialmedia on brand rep?
This blog is about brand reputation and communication in the new digital landscape.
If you’re interested in social media, brand rep, the changing nature of how we communicate with each other and how these are becoming increasingly entangled… or if you’re a student of ‘Rethinking Media’ at UTS, this is the place for you.
Over the next six weeks, I’d like to share my thoughts and observations on themes and topics related to the above with the intention of provoking thought and generating conversation.
Whilst I have a whole raft of ideas to float, I thought I would get participation started with a question:
What does brand reputation mean to you?
Looking forward to our conversations to come!