Taking Charge Of New Media

Effective brand promotion in new media demands dedication that requires a full effort and full victory mindset. New media is here to stay, and leveraging its tools to make brands noticeable and appealing is essential. Award-winning author and market researcher Brian Solis highlights this in Engage, discussing how to build a successful social media strategy. 

In today’s information-saturated environment, publishing content that doesn’t stand out is futile. Many web pages fail to attract traffic because they don’t capture attention. Successful brand promotion requires creativity and effort to connect with the audience. Market research experts emphasize dialogue over monologue in digital media. Charlene Li and Josh Bernoff’s Groundswell illustrates how to harness the social media revolution. Solis refers to this as “microcommunications,” fostering natural interactions within communities.

Solis advises treating content as “social objects” to promote a brand effectively. Rather than relying solely on text, incorporating videos and photographs can create a more engaging story. Interactive web pages encourage participation, while messages should reflect the organization’s core values to maintain consistency and brand integrity.

Using multiple platforms increases visibility. Brands should engage audiences on popular sites like Facebook, Twitter, YouTube, and blogs. Linking all pages to the main company website prevents clutter and ensures easy access. Third-party platforms like Facebook Connect simplify user access, making it easier for consumers to interact with the brand.

As both a publisher and a consumer, I understand the importance of engaging content. Online consumers often skim content, so publishers must promote their brands effectively to capture attention. Nicholas Carr’s 2008 article “Is Google Making Us Stupid?” discusses the internet’s impact on our ability to concentrate when reading online. Carr notes that skimming has become common among online readers. With so much information available, creativity and visibility are crucial for a successful social media strategy.

Solis also stresses the importance of sharing information to benefit the brand. In the era of information democratization, protecting content can be counterproductive. For example, releasing Super Bowl commercials ahead of the game has proven successful, with Mashable reporting that “YouTube: Super Bowl Ads Shown Before the Game Get 600% More Views.”

Monitoring a company’s performance is crucial, whether at the beginning stages of brand promotion or further along. Understanding how targets respond to messages and what competitors are doing can inform necessary adjustments. Social media aggregators have simplified brand monitoring, making it harder for marketing professionals to mislead advertisers about audience size or brand performance.

In summary, taking charge of new media involves leveraging creativity, interactivity, and continuous monitoring to make your brand stand out and connect with your audience effectively. By using multiple platforms, engaging content, and real-time feedback, brands can thrive in the digital age.