CHAPTER 8

Implementing Social Media Branding

Create Functionality Through Product I Love, Service I Use

“If it’s a brand I personally use, or have an interest in I’ll follow them, so I follow Telecom on both Twitter and Facebook, and LinkedIn. Tip Top, coz I like their products.”

Even a brief nonscientific observation of the customers’ brand-related activities in social media could give an idea of how customers define their relationships with products and brands. Pinterest is a good example, where there are plenty of users’ boards named “Product I Love” and there is little regard for services in this sense. In the conversation about brands in social media, customers recognize their functional characteristics in the first instance.

For example, ...

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