But guess what: Your brand is not determined by you. It is determined by the collective impressions of everyone who has interacted with you.
Social media is a great too for spreading the message of your brand. You should create several blog posts, each on a different topic or answering a common question in your field. Make those posts easy to find. (You'll notice 'Popular Articles' in the menubar of my blog.) Spend some time each week seeking out people who:
- Need help you can provide
- Have a question you can answer
- Need advice you can give
Both Twitter Search and Google Blog Search are great tools for this. With any luck, you already provided that help/answer/advice on your blog and so you can simply direct them to the appropriate post. This simple tactic will spread the message of your brand faster than anything else I have ever encountered.
But Are People Getting The Right Message?
You've worked really hard spreading the word that you make the most durable, longest-lasting, well-engineered, and safest widgets known to man. Is really how people think of you? But what if the world thinks of you as the leader in the luxury widget market? See the disconnect? YOUR impression of your brand is not aligned with the WORLD's impression of your brand.
It used to require thousands of dollars spent on focus groups to uncover these surprises. With social media you can do it for free. Use Google Alerts, Twitter Search, and Google Blog search to run searches for you, your company's name, the names of your products, etc. Then keep track of what's being said.
How Do You Stack Up?
Would you like to know how you compare to your competitors in the public's eye? Easy: run those same searches on your competitor's names and compare what the world is saying about each of you.
This is an example of what's so exciting to me about social media. A decade ago only the largest companies could afford to do the research necessary to stay on top of their brand. Now anyone can do it. The playing field has truly been leveled.Video from BusinessBloggingPros.TV: