The Role of Social Media in Brand Positioning

Posted by on Oct 27 2012 | Social Media

Brand positioning involves placing your brand favourably in relation to your direct competitors. This is done by effectively communicating the unique attributes of your product/service to the key demographics in order to gain a competitive advantage. Read on to know how social media can play a critical role in positioning of your brand.

1.       The Wavelength: For effective positioning of a brand, you need effective communication which can only be sustained if you        are at the same wavelength as your key demographics. Social media helps brands connect with their target audience on terms and conditions.

2.       Recall Value:  As the urban demographics is increasingly spending a substantial share of their time using social media, there is a need to position brands across social media to enhance recall value of the brand. Recall value defines how strong the impression of the brand is on its target audience.

3.       Conversation Value: Brand positioning is all about how the target audience relates to or perceives a brand. By sparking conversations through the outlet of social media, brand can effectively shape their opinion in the minds of their target audience.

4.       Tapping the User Generated POI: Consumers now interact with a brand by an exceedingly dynamic and complex process. Online reviews, discussion forums, social groups now also serve as a Point of Interaction between the brand and the consumer. It is vital for the brand to carefully modulate the experience of its key demographics at all points of interaction.

5.       Listening: In order to effectively position your brand, one needs to know where it stands. Social media is not just used to disseminate but also to garner feedback from the target audience. Social media is a unique channel which lets the marketers to know what is being talked about their brand among their audience.

The powerful of social media can cement a brand’s position among the target audience. Social media is a highly organic and dynamic realm which can be exploited in several ways to reach out to the consumers and position the brand formidably in their mind.

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2 comments for now

2 Responses to “The Role of Social Media in Brand Positioning”

  1. shivangi

    All in all, social media is one of the most efficient tools in segmentation, targeting and positioning (STP). If it wasn’t for facebook, twitter and a number of other social media platforms, the wrold would have been deprived of a good deal of innovations.

    28 Oct 2012 at 9:20 am

  2. Anamika

    The two way interaction is a key element in this area.

    29 Oct 2012 at 9:42 am

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