How Brands Should Use Social Media

“Fluent: The Razorfish Social Influence Marketing Report”examines how social media influences purchase decisions, how social features are entering online advertising, and how social media is becoming a paid distribution mechanism. The implications for you are:

  • Brands must socialize with their customers because “top-down” advertising isn’t going to work.
  • Brand must develop a credible voice along the parameters of engagement, humility, and authenticity.
  • Brands must make their social relationships more symmetrical—that is, with value for both the brand and the customer.

The report also includes this gem of a list of how brands should use Twitter:

  1. Become familiar with Twitter by reviewing, or following, the activities of successful brands such
    as Dell (, Zappos ( and Comcast (
  2. Listen to what is already being said on Twitter about your brand.
  3. Identify initial objectives for using Twitter, including what would qualify as a Twitter success
    story for your brand.
  4. Look into competitive activities and potential legal considerations, especially if there is already
    a Twitter account that uses your brand’s name or other intellectual property associated with it.
  5. Use the findings to decide on the appropriate opportunitysuch as offers or community
    building, tone of voice and method of engagement—that may be right for your brand.
  6. Since Twitter is an ongoing activity—even if your company is only listening in—dedicate a
    resource to monitor the conversations and competitors.
  7. Map out a plan for the content you will share, including valuable initial content to pique
    user interest.
  8. Integrate your Twitter account throughout your marketing experience, by embedding it as a
    feed on the company Web site, including its URL in communications and so forth.
  9. Maintain momentum by following everyone who follows you, responding to queries and joining
    in conversations without being too marketing oriented.
  10. Provide ongoing direct value through your tweets by continuing to listen, learn and fine- tune
    your Twitter activities.

Download report >


One Response to How Brands Should Use Social Media

  1. Alicia says:

    Social media is growing at a rapid pace. Twitter is, in my opinion, one of the best ways to contact/strike up interest with potential customers and clients. Your tips are very helpful in getting that accomplished.

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