Social Brands

What is it that makes a brand social as opposed to a brand that does some social marketing?  Working in this space you quickly learn that running social campaigns is really only the tip of the iceberg and what is possible now is for a brand or a business to become socially geared throughout and to connect with consumers and customers in ways never possible before.  If you choose to connect with people online discussing things that affect your brand/product or business then you must be prepared to keep the dialogue open.

So what does being a social brand actually mean?  This is my new project and I don’t have the full answer yet but here are some words that I think would be important in answering this question: open, communicates, dialogue, flexible, interested, useful and integrated.

Dictionary.com says Social means:

pertaining to, devoted to, or characterized by friendly companionship or relations: seeking or enjoying the companionship of others; friendly; sociable; gregarious.
To me this suggests being social is about being human.  (Maybe this is because of the two days I have just spent thinking about characters and story)  However, if I am right and being a social brand is about being a human brand then how a brand behaves needs to change.  Getting there is a journey but step one would be understanding what needs to change to make behaviour more human and therefore create empathy with the people you most want to talk to.  This theory explains how it is ok for people to become friends with/fans of brands on people based social networks.
Work in progress but interested in thoughts and ideas if anyone wants to share…
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