Click here to view Sergio’s 2009 Digital Impact Conference presentation Social Media’s Role In Building Your Brand: Your Brand Is What “They” Say It Is.

Whether you are fortifying your brand to endure the economic downturn, or repositioning your brand in preparation for the economic rebound, consider this:

Your brand is no longer what you say it is, it’s what “they” say it is. And the social media marketplace is where “they” – customers, prospects, journalists and other influencers – are talking about your brand. They are forming and sharing opinions that will impact your brand at the speed of light, and you need a clear strategy to effectively foster these conversations. You also need to get it right the first time by understanding which tactics will help you control your brand before “they” control it for you.

We, at MarketingSherpa, recently conducted the most comprehensive study of social media marketing and PR practices to date.  1886 social media practitioners participated in this study.  When we asked them which strategic communications goals social media has been most effective at helping them accomplish, more than 90% said it was brand building. They also told us which tactics rated highest, not only in achieving their branding objectives, but in producing a favorable marketing ROI.

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