In This Chapter
Your brand is one of the most important things your business has. Without your brand, it's only a matter of time before you fade quietly into the night. You won't stand out in the crowd. Your potential customers won't be able to differentiate you from your competitors. Your business essentially doesn't have an identity if it doesn't have a brand. Just having any old brand isn't enough: Your brand has to be a strong one with positive brand equity (associations that come to mind when people hear or see something about your company).
This chapter shows you how to build your brand so that it fits seamlessly with your social media optimization (SMO) strategy. We explain how to use the capabilities of Facebook Pages and Twitter profiles to build positive brand sentiment. We take you through the process of establishing a company presence on LinkedIn and how to go about asking for recommendations. Finally, we give you tips on establishing your expertise so that you become a go-to resource for your customers.
The social media world is a big one, and the possibilities for using it to build your brand are virtually limitless. Having an SMO presence doesn't have to be expensive or complicate. The important things are that you have a presence and that you keep the content fresh and ...