The Power of Social Media and Brand Management

Just read an article being published today: Swatch Netnography: A look at Consumer Sentiment in Social Media.

This is a website called bussiness to community, which is an independent online community focused on sharing the latest news surrounding Social Media, Marketing, Branding and  Public Relations.The case study style article was published on the website to research techniques of anthropology to the study of online communities. This article critically analysed the positive and negative feedback posted online by the Swatch customers. The author may have had searched ‘Swatch’ as a key term on Twitter and facebook and reached the conclusion:

Positive Theme: consumers find that Swatch watches have “great quality,” meaning they find them “cool,” “timeless,” (an odd compliment for a timepiece) and “durable.”

Negative Theme: “Poor customer service”  is the biggest negative theme, with “repair issues” being the thing consumers find fault with most often.

The power of social media is so strong these days which I think, is stronger than the old ‘word of mouth’ marketing strategy. It becomes a new media of marketing. Social media allows you to brand yourself long before anyone becomes your customer. And it can often be the catalyst that brings them over. And why wouldn’t they? You’ve already become a part of the group. In fact, if you’ve done your social marketing right, you’ve already become their friend. This is interactive branding at work.

This article is published on the website which its readers forcus on the relationship of social media and the current society. It has more links to the other social media than any other articles I have ever seen.

This article originally appeared on NetBase Blog and has been republished with permission’. So the article published on may be a promotion by its author after he published on his blog.

There are also similar article links for the reader to expand the topic.

Overall, it’s a successful article but its content won’t arouse many people’s attention.