The Impact of Social Media on Corporate Branding

This article discusses the benefits and drawbacks of using social media for corporate branding. It explores how social media can help in developing productive engagement with the target audience, increasing brand awareness, and attracting new customers. However, it also highlights the challenges and negative aspects of social media, such as fake comments and negative publicity. The article provides insights on developing effective social media campaigns and communication plans for corporate branding.

Running Head: SOCIAL MEDIA 0
MANAGEMENT cOMMUNICATION

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Table of Contents
Introduction................................................................................................................................2
Body...........................................................................................................................................2
Conclusion..................................................................................................................................4
References..................................................................................................................................5

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Introduction
In marketing, there are extensive ranges of product offerings and services; promotion of
brand across multiple target customers and markets, the contributions of social media on
corporation such as Sunshine 100 is immensely significant. With the help of this report and
considering various researches and discussions, it will be identified the possible benefits and
drawbacks of social media usage in aligning with the strategic objectives of a corporation.
Building of prospective Twitter campaigns and communication plan for developing media
relations will also be taken into account.
Body
According to Harris and Rae (2009), social media is considered to be as contemporary
business tool for developing productive engagement with targeted audience, escalating traffic
on corporate business by enabling communication and interactions between organisational
representative and customers at emotional and cognitive level with an intent to enhance
corporate brand image in the market. Usage of social media tools also increased out that
raises the scope for business operating at small or large levels to adopt various practices in
relation with brand and business growth. In addition, social media and its related tools are
also equally effective in attracting new and prospective customers through developing
relevant campaigns intent towards gaining the attention of their followers with various
respective offerings and incredible promotion (Hanna, Rohm and Crittenden 2011). When the
organisation secured their relevant fan following, the company can move their focus on
altering social media campaigns as per the trend in market considering customer expectations
and preferences so that long term loyalties can be attained. While doing promotion of
products in remunerative way, social media place vital contributions in generation of profit
with the help of reduced costs (Kietzmann et al 2011). The reason is that promotions on
social media are relatively associated with enterprise social page or their corporate website
that helps them in building brand awareness. However, there are certain challenges and
drawbacks also occurred due to social media in relation with business firms especially
revolving the follower freedom from negative perspectives or while providing fake comments
about one product and services which is watched by various other followers, liked and shared

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millions of times and therefore, it impacts the sales figures of the company adversely. To
conquer these challenges, a business corporation needs to quickly respond to these threats and
damages, however, criticism cannot be completely discontinued (Gambetti and Graffigna
2010).
According to Walton (2008), current and prospective customers, suppliers, staffs, media,
journalist, non-profit organisations and food bloggers are the different audiences Sunshine
100 is required to be addressed while making use of social media. For instance, to address
‘kidsEats’ initiatives and the rising trend of healthy and organic food, Sunshine 100 need to
showcase their brand as healthy and low calories food promoter. This healthy food is required
to provide kids with calories counts for each bite consumed. In addition, it must come up with
Q&A campaign in extent with PR requirements like posting videos of preparation of food
product and its related approaches.
Ahead of designing eye-catching Facebook and Twitter campaigns, according to Holdgaard
and Klastrup (2014) it is important to evaluate and comprehend the dos and doesn’t for
brainstorming appealing content ideas followed by revising past content and campaigns and
evaluating their effectiveness. It is identified that themes and format usually generate more
leads, social shares and interest and thus reflect tangible business outcomes with the help of
sales figure and increased demand and this can be used for developing future campaigns. This
should also be supported by establishing objectives for social media strategy for targeting
right audience within in prescribed time limit, setting themes as per the interest of primary
customers, new trends in relation with food and the market dynamics to ensure that Twitter
and Facebook campaigns fit the gap of expectations of target audience. According to Trainor
(2012) it is important for the corporation to adopt distinct and unique themes surrounded by
great ideas so that to stand out from the adverse competition. This will also help the brand to
cultivate the idiosyncratic presence on Facebook and Twitter. The company also need to
build out more nucleus account tweets integrating some challenging promotional strategies
by exploiting integrated networks consisting of exclusive user base and characteristics for
developing more deep engagement with audiences. The camping held on these social media
sites is required to be measured explicitly for construing its success.
According to Keller (2009), a communication plan is very important fostering strong media
relationship and relevant reporting considering a new social media strategy. It is depicted in
tabular format below –

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Communication Plan
Criteria Response
Timings
Within the 15 days of prior campaign negative criticism, a new social media
campaign must be introduced.
Audiences
Existing and prospective customers, suppliers, staffs, media, journalist, non-
profit organisations and food bloggers.
Sender Director of Social media (Sunshine 100)
Message
With the help of new campaign, the communication needs to be presented
in relation with ingredients used in food products and the process of
preparation together with nutritional data and calorie stating Sunshine 100
quality standards.
Expected
Result
Enhanced brand image of Sunshine 100 in relation with its marketing
campaign and food products directed to target audiences, reinforce ethical
image among various NPOs and community.
Medium Twitter and Facebook.
Materials Customer feedbacks, reviews of experts, testimonials and videos.
Frequency It is required to post new campaign at least twice a day.
Conclusion
Considering above study, it can be said that social media is a powerful tool of this
contemporary era having significant contributions in developing association between
organisations and its directed customers. In addition, using social media and its tools in an
effective way can offer numerous benefits in terms of engaging new customers and
enhancing brand awareness. However, there are certain challenges revolving amid negative
publicity including fake contents and other aspects. This requires the brand to conduct
necessary planning and an appealing communication plan to develop social media
effectiveness.

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References
Gambetti, R.C. & Graffigna, G 2010, ‘The concept of engagement: a systematic analysis of
the ongoing marketing debate’, International Journal of Market Research, vol. 52, no. 6,
pp.801-826.
Hanna, R., Rohm, A. & Crittenden, V.L 2011, ‘We’re all connected: The power of the social
media ecosystem’, Business horizons, vol. 54, no. 3, pp.265-273.
Harris, L. & Rae, A 2009, ‘Social networks: the future of marketing for small
business’, Journal of business strategy, vol. 30, no. 5, pp.24-31.
Holdgaard, N. & Klastrup, L 2014, ‘Between control and creativity: challenging co-creation
and social media use in a museum context’, Digital Creativity, vol. 25, no. 3, pp.190-202.
Keller, K.L 2009, ‘Building strong brands in a modern marketing communications
environment’, Journal of marketing communications, vol. 15, no. 2, pp.139-155.
Kietzmann, J.H., Hermkens, K., McCarthy, I.P. & Silvestre, B.S 2011, ‘Social media? Get
serious! Understanding the functional building blocks of social media’, Business horizons,
vol. 54, no. 3, pp.241-251.
Trainor, K.J 2012, ‘Relating social media technologies to performance: A capabilities-based
perspective’, Journal of Personal Selling & Sales Management, vol. 32, no. 3, pp.317-331.
Walton, G., 2008, ‘Theory, research, and practice in library management 5:
branding’, Library Management, vol. 29, no. 8, pp.770-776.