Social Branding

Defining Yourself and Your Organization Through Social

Media

Presentation Goals

• Describe Characteristics Social Media

• Define “Branding”

• Outline Social Branding Strategy

• Best Practices For Social Media Usage

Characteristics of Social Media

• Participation– Those who speak up, 3x more

likely to be ENGAGED

• Connection– Shared Experiences

• Delivery of Information vs. Discovery

• Openness• Community • Reinforce (not Create)

Brand Image

What is a “Brand”

• Emergence of the term

• Psychological and Emotional Attachment

• Relates to Organizations and People

What Words Come To Mind?

What Words Come To Mind?

What Words Come To Mind?

What Words Come To Mind?

Social Media Branding Strategy

1. Know Your Goals– Social Media is a Tool– Brand Understanding– Understanding of Mission

2. Become Familiar– Platforms– Current Conversation– Let Research Lead Action

3. Develop a Strategy– Collaborative Process– Ask Questions

• Who is the Audience?• What Technologies Will We Use?• How Often Will We Update?• Who Will Take Charge?

4. Know the Risks5. Develop Policy

– Freedom vs. Control

6. Collaborate– Identify and Connect With

Partners– Shared Experiences

7. Educate– Train Those Representing

8. Implement9. Assess

– How Receiving Information– How Using Information

Social Media Best Practices

• Utilize “Mash-Ups”– Facebook– Twitter

• Assessment– Facebook Page Updates– BackTweets

• Viral Marketing• Add To The Discussion• Become The Expert

• Resources– Policy Formation– TweetDeck– TwitterFall– Mashable

Discussion

• Define your, or your organizations, current brand and what from this presentation will you used to improve that image?

• How is Social Media currently being used at Auburn University and could this approach be improved?

Live the Creed, Lead the Way

www.auburn.edu/leadership

James Ross BeitzelGraduate Advisor, Office of Community Service

beitzjr@auburn.eduwww.RossBeitzel.com

March 5, 2011