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How to Make Money with Social Media: An Insider’s Guide to Using New and Emerging Media to Grow Your Business, Second Edition by Reshma Shah, Jamie Turner

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19. Aligning Your Social Media Strategy with Your Brand Essence

One of the biggest mistakes people make when setting up a social media campaign is to not align their social media campaign with their primary marketing campaign. As a result, they talk to consumers with two different voices, which is never a good idea.

In this chapter, we talk about aligning your social media campaign with your brand. What is a brand? A brand is often defined as the sum total of consumers’ perceptions and feelings about the product attributes, how it performs, and the benefits it provides to the consumers. Said another way, a brand develops from the spoken and unspoken messages a consumer receives about your product or service.

Brands are created through a wide ...

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