Marketing News
Social media 'ideal for branding'
Friday, 29 August 2008Internet marketing executives would be well advised to focus on using social media for branding rather than sales purposes.
This is according to British Airways digital marketing manager Chris Davies, who noted in an E-consultancy interview that user-generated content (UGC) can be ideal for raising the profile of a certain brand online.
However, those considering such a campaign should first think about whether UGC is the right medium for their brands and whether they are able to offer social media users anything in return, he commented.
"Most UGC site users are wary of big brands coming into what they consider to be 'their space'," Mr Davies stated.
"But if you are giving them something that helps them, some sort of social currency, then they'll likely thank you for it."
According to a recent study by the Society for New Communications Research, 27 per cent of those utilising UGC cite social media as key to their communications strategies.