Many people believe that facebook and twitter, or other social media, are only of value to consumer brands, and have no place in a corporate branding initiative. Some believe that you can simply put up a facebook page or twitter account and start preaching to an audience every once in a while, and that this is the real meaning of social engagement. Perhaps they are missing the point of “social”. Its an interaction. Its an invitation to start a discussion.
Whether right or wrong I cannot say, but I can put forth some observations of mine regarding how social media is being used (or not) and where it may have value (or not):
1. Corporate brands create shareholder trust through how, what, where and when they message. The “love mark” that Kevin Roberts, CEO of Saatchi and Saatchi, spoke of, is just as valid for a corporate brand as it is for a product brand. To quote their website “a love mark is a product, brand or company that inspires loyalty beyond reason”. So if we can do that for a company, we will win….assuming it delivers something of value which the customers want more and more of…
2. Facebook is about connecting. Why not use it to get a global community become your ambassadors? Do the right thing. Do it for the right reason. People will want to spread your gospel. If you look at Apple, their tech support is hundreds or thousands of every day users who support each other. A community is created through trust and faith, so why not social media as a tool to propagate those too?
3. Companies mistake social media as an after-thought, or often replacement for more conventional media. Nothing further from my truth. Social media is part of a well thought-out marketing plan. It does not replace online video, billboards, TV, websites, etc.. where those are how you will most effectively and efficiently reach an audience.
4. Social media can’t be used for investor relations. Wanna bet? In no time flat, I had 50 “friends” on the sunlogics twitter and facebook pages…until they were taken off my “todo list”. Reasons will not be divulged here, but let’s just say I am saving lots of the recent experience for an eventual book 
about my recent corporate life…
5. Its a waste of time. Operations people don’t get it. Sales people don’t get it. Finance people don’t get it. All too often, that is true. But there are some that do. And they are the ones who will value marketing’s ability to influence their operations, sales and finance goals.
When people recognize you, they want to deal with you. You’ll get a better price. You’ll enhance your operations. When people recognize you, it will be easier to sell them what you want. Sales become easier. When people recognize you, they want to invest in you, they trust you with their money more easily. Your share values go up because they attach a value beyond reason. Finance becomes easier.
In the end, you can involve social media as part of a concerted marketing plan, but it can’t be a stand alone unless your entire business is about social (ie. social gaming). And one thing I have learned…the best social media plan is worthless if you don’t deliver on your promises. It won’t matter how good you are at putting a foot forward..if that foot ends up in your mouth, it will be of no use to anyone :)..
Sass