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"I use social media as an idea generator, trend mapper and strategic compass for all of our online business ventures.” Paul Barron
"I use social media as an idea generator, trend mapper and strategic compass for all of our online business ventures.” Paul Barron
A mobile phone with social media app icons visible
Social Media & Online Presence
Social Media & Online Presence
Most companies today have a website, a Twitter account, Instagram, Facebook, or a mixture of different types of social media.
Most companies today have a website, a Twitter account, Instagram, Facebook, or a mixture of different types of social media.
The purpose for establishing an online presence is to:
The purpose for establishing an online presence is to:
inform clients of issues/events/products related to your company
sell merchandise
establish your company's belief systems
keep a tech savvy presence for your clientele.
Whatever the company's goal, most have some type of social media platform that they use to communicate.
Whatever the company's goal, most have some type of social media platform that they use to communicate.
Take a moment to look at the image on the right about *Social Media in Canada and consider the following questions:
Take a moment to look at the image on the right about *Social Media in Canada and consider the following questions:
What was most surprising about the information in the Infographic?
In your experience with businesses, do they use the most popular forms of social media listed here to promote their company or sell their products?
What social media are not included on this list that you thought were used more?
What age bracket do you estimate most users of each type of social media are in? Why?
Infographic: Gruzd, Jacobson, Mai, & Dubois. (2018). The State of Social Media in Canada 2017. Version: 1.0. Ryerson University Social Media Lab. DOI:10.5683/SP/AL8Z6R
Infographic showing percentage of social media platform usage in Canada.
Building a brand
Building a brand
"A brand for a company is like a reputation for a person. You earn a reputation by trying to do hard things well" - Jeff Bezos (Amazon)
"A brand for a company is like a reputation for a person. You earn a reputation by trying to do hard things well" - Jeff Bezos (Amazon)
" Branding demands commitment; commitment to continual re-invention; striking chords with people to stir their emotions; and commitment to imagination. It is easy to be cynical about such things, much harder to be successful." - Sir Richard Branson (Virgin)
"Your brand is a gateway to your true work. You know you are here to do something - to create something or help others in some way. The question is, how can you set up your life and work so that you can do it?" - Danielle LaPorte (Canadian Author & Entrepreneur)
Separating Personal from Professional
Separating Personal from Professional
For instance, a yoga studio may frequently share messages via social media about local yoga events, things happening at the studio, new membership opportunities, or other businesses in the community that they support. The owner of the business may have certain political beliefs, or have an ongoing dispute with their neighbor, but those messages are not shared on the yoga studio's social media accounts as they are not business-related and may isolate some potential customers whose opinions are not the same as the owner's opinions. But, a yoga studio may post on their social media account something that they as a business owner feel strongly about, like the loss of a prominent individual who was well-known in the yoga community.
For instance, a yoga studio may frequently share messages via social media about local yoga events, things happening at the studio, new membership opportunities, or other businesses in the community that they support. The owner of the business may have certain political beliefs, or have an ongoing dispute with their neighbor, but those messages are not shared on the yoga studio's social media accounts as they are not business-related and may isolate some potential customers whose opinions are not the same as the owner's opinions. But, a yoga studio may post on their social media account something that they as a business owner feel strongly about, like the loss of a prominent individual who was well-known in the yoga community.
When it comes to social media for businesses, it's also important to remember that it's not your personal account.
When it comes to social media for businesses, it's also important to remember that it's not your personal account.
Although you may think a cat video is hilarious and have it all over your personal social media accounts, the business social media accounts are not yours--they belong to the business you work for.
Although you may think a cat video is hilarious and have it all over your personal social media accounts, the business social media accounts are not yours--they belong to the business you work for.
MINDS ON
MINDS ON
💡 Reflection
💡 Reflection
Social Media far exceeds just a platform for personal expression or entertainment. Companies both big and small are using social media for brand recognition, creating an online customer experience, sharing product & service information, and so much more...
Things to consider:
What brand(s) do you currently follow on social media, and what do they do well that keeps you engaged as a customer?
Can you think of a brand that has disappointed you on social media? If so, what did they do to lose your interest?
Are there any brands that you follow on social media that are connected to a specific person/owner? How much does their personality connect you to the brand?
How much impact do you think personal social media accounts have on the image of a company's brand? Whose perspective are you taking when you consider your answer? A customer? An employee? or the business owners?
Record your answer in your Student Workbook.
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