Chapter 18
Using social media to build your brand
Communication on the internet used to be mainly one-way or two-way. We sent and received emails. Some of us had our own websites. There were no unusual branding issues so long as what you wrote was consistent with your purpose and evoked your preferred archetype. Group emails sent to large numbers of people took on a social dimension when recipients clicked on the ‘reply all’ button. However, this became an annoyance for many people. As their inboxes filled up, they began to ignore them.
In the meantime social interactions took place mainly offline: at home, at work, on the phone and in cafés, bars and restaurants. With the advent of social media, more and more of these interactions are taking ...
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