brand engagement

3 basic ingredients for an online social community to exist and thrive

Somatica Social ComunityIt’s still happening! Brands are doing their best to manufacture social communities using the social web with varying degrees of success. The majority of ‘forced’ online communities would appear to be made up of family, friends and those willing to give support…but not really going anywhere.

How many such company-originated Facebook groups have you seen that are genuinely thriving and active? Most don’t really go anywhere, but on the rare occasion some really do take off.

I’ve tried to analyse why and I think there may be a need to go back to basics; your feedback is most welcome on these thoughts.

Multiple Brand Personality Disorder: Who’s confusing who?

Multiple Brand Personality Disorder - SomaticaDo you need to take your brand to a psychologist? I would guess we all know someone, maybe a couple of people, who behave noticeably differently dependent upon the environment they find themselves in. Are brands guilty of this too? 

Do brands have a different and inconsistent face for every marketing/engagement channel they use? Are they diving into the world of social media and confusing people further?

This post would argue that some brands are doing just this, but also outlines some ideas on how this can be avoided. It is time to get back to basics…