Comments on: Using Social Media to Determine your Brand Power

By: steve jude

steve jude — Sat, 01 Jan 2011 01:36:04 +0000

I beg to disagree with the definition of brand equity.
Brand equity is the mindshare of a certain brand on customers. John
Stevens editor

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By: Jennifer Osborne

Jennifer Osborne — Fri, 29 Feb 2008 21:24:33 +0000

@ Mark – The focus of this article is more on using social media to measure a brands equity than to build a brand. Although I do believe that SMM can help build a brand too. However, like any marketing tactic I strongly believe that the value proposition has to already be there. I.e. social media wouldn't help Will Ferrell if he wasn't actually funny.

I do believe that the additional exposure that showing up (positively)on Digg et al, on a regular basis certainly does help to sell more movies which ultimately benefits his career.

I appreciate your comment! though I'm not touching the Ron Paul part

By: Mark Dykeman

Mark Dykeman — Fri, 29 Feb 2008 19:07:51 +0000

Jennifer, you seem to be implying that sites like Digg have increased the power of certain brands: "Social Media can be used to build a brand (Will Ferrel) and to reinforce a brand (McDonalds)."

Would you really attribute the success of Will Ferrel to his social media exposure, even some part of it? I struggle with that example.

Ironically, perhaps, Ron Paul might be a better example, although he really had nowhere to go but up at the start and he probably did get more exposure because of social media than he would have otherwise. Although it won't make him president.

By: Jennifer Osborne

Jennifer Osborne — Fri, 29 Feb 2008 15:55:44 +0000

@Wayne – I agree that very broad social media sites like Digg are a better fit for Enterprise level companies whose client base is also very broad. But I do think that there is tremendous value for smaller companies to participate in niche social media with the same target market. i.e. Environmental.

@IMJ – thank you!

@ Paul – I agree negative versus positive mentions is a good point. Also are they always top of mind like McDonalds or is there a major news event that is making them top of mind like your Valdez example?

By: Paul Burani, Clicksharp Marketing

Paul Burani, Clicksharp Marketing — Fri, 29 Feb 2008 14:14:30 +0000

I think you're definitely onto something — but shouldn't there be some sort of provision for negative mentions vs. positive mentions? The day of the Valdez oil spill, Exxon might have been the hottest story on Digg… but for the right reasons?

I know a company in Mountain View, CA who might have the engineering muscle to separate the positive from the negative.

By: Internet Marketing Joy

Internet Marketing Joy — Thu, 28 Feb 2008 21:32:32 +0000

Interesting insights! I haven't really thought of this before.

By: Wayne Smallman

Wayne Smallman — Wed, 27 Feb 2008 21:42:28 +0000

Great analysis, J!

However, my feeling is, social media will really only ever work for the likes of Apple and W. Farrel. So these findings don't surprise me.

It's something I've discussed before — it's the Apple's, the Sony's and the Nike's of this world that are always going to succeed in build brand and deepen their brand penetration, while the other 99% of businesses just look on…