|A Novel Way to Build Your Brand with Social Media
By: Cindy Wendland
To build a strong brand requires marketing collaboration and full utilization of all media outlets. Social media is the latest addition to our toolkit. Social media, as we know it, has been around a little more than ten years. There have been some creative uses of it for brand building.
Recently Random House Publishing was promoting one of their books, We Were Liars. In efforts to create more excitement for the book, they enlisted the help of their entire company sales force. Typically only the people in their young adult division would be involved, but they took a novel approach and asked all their salespeople from all divisions to read the book and comment on it via social media.
Then on the sale date of We Were Liars, they asked everyone in that same group at the company to “tweet, post, like” #wewereliars from noon – 1pm." The result? They were able to generate so much conversation that they trended number one for a time on Twitter. The book debuted at #6 on the New York Times bestseller list. And as a result of their collaborative, company-wide efforts, they saw such an interest in the book that they quadrupled the original print quantity.
If you have enough salespeople in your organization or enough connections that you can direct, you can create an incredible social media movement, create awareness, and lift your brand. This particular approach was well organized, executed, and very brand effective.
Cindy Wendland has a background in marketing and finance. She is the creative director for an online men's health magazine, BrainBrawnBody.com, and she gets to write their leisure/travel blog. She is also a web designer helping her clients with online community engagement, websitesbywendland.com. Prior to her web years, she worked in pharmacy consulting.
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