Aligning Social Media Content with the Brand Strategy: A Conceptual Framework for Cultivating Brand Community
Presentation
Overview
Overview
Description
The interactive capabilities of social media are a powerful tool for cultivating brand relationships. However, promotional messages and arbitrary trend following fail to realize the full benefits of a social media program. Instead, social media content should be strategically aligned with the brand strategy. In an interdisciplinary approach, the author summarizes four approaches to branding and conceptualizes strategies for effectively communicating the brand on social media. Illustrative examples of strategic brand communication on social media are provided. Finally, the author suggests topics for future research to strengthen the connection between brand strategy and social media communication.
