Unlike in the past, every brand today has the latest technological tools to promote itself, improve its online visibility, but also to build a solid reputation with its target audience. The content published by brands no longer serves solely to promote, increase the company’s notoriety, or redefine its image in the eyes of consumers: nowadays, content is also one of the most effective means of building one’s reputation, to cultivate it day after day with new content and new demonstrations of competence, through wise and balanced use of the new media available to every brand: social media. Many companies simply use their social channels for storytelling purposes, to share certain values or ethical principles, or simply to creatively describe the characteristics of a product or service. This approach to social networks is not only wrong but actually risks producing real damage to the overall development of the company, which may miss unexpected opportunities to consolidate its reputation.
The social revolution
Even today, after the first ten or fifteen years of the social media explosion, many companies still misunderstand their purpose: for many brands, social media is merely a container for product images, for the (rare) opinions of a few executives on a certain ethical issue, as if it were a mere promotional tool. Companies need to understand that the potential of social media is much broader and that it goes far beyond its obvious communicative functions. Social media, when used in the right way, also becomes an exceptional tool for reaffirming or expressing one’s expertise in a given subject, or in a very specific sector, thus complementing the communication activities already set up (such as those initiated in traditional media or on social media themselves) and becoming one of the fundamental pivots around which a brand’s operational strategies revolve.
Different purposes
On the one hand, we have the content intended to tell the story of the company and strengthen its overall image, such as all the posts dedicated to the stories of staff, products, and the brand itself, with an emotional approach also made possible by the videos and images published via social media. In this case, the purpose of the publication is purely promotional and narrative and aims to increase brand awareness among certain audience segments. But there is also a more specific and somewhat more complex kind of content, dedicated first and foremost to enhancing brand reputation. This content, nowadays, can be created, for example, through Telegram, a software originally created to facilitate instant message exchanges between users like WhatsApp, but which for some time now has also become a useful tool for companies, which create stakeholder groups and publish content of interest to their audience, with the aim of becoming an opinion leader in a given sector.
With a Telegram group, in addition to dispensing useful and informative content to its audience, the company takes a further step in bringing the brand and its audience closer together. Activating such a channel suddenly transforms the brand into an accessible, close entity, as if it were one of the friends we chat with every day also through Telegram. In this way, people will be more naturally drawn to learn more about the brand, including through concrete actions taken on the company’s social channels, on the website or e-commerce, with a purchase or a follow, or even simply by subscribing to the newsletter. To get closer to the public, the brand will have to position itself in a position that is easy for anyone to reach, through the ringing notifications of their mobile phone.
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From the power of the new media can arise equally portentous content that in one fell swoop, acting in combination, increases the notoriety and strengthens the reputation of brands, propelling them into the arms of success.
