Corporate Branding and Social Media

Today Companies are getting desperate to grab the attention of consumers. Competition has forced both marketers and companies to seek new unconventional ways to get their message across to their audience. The innumerous bombardment of information with regard to any product or services has made the consumer very skeptical. In fact a consumer tends ignore such communication even when the products or services are actually wanted or beneficial to them. Social media is a great equalizer; it provides equal opportunity to both the company and end user. Another feature is the role of social media in which customers can use it to communicate to one another. This has resulted in that a person has the tools to tell millions of people about their experience; good, bad or ugly. Since they are doing so anonymously in the internet they can be brutally honest. In a sense, this role of social media – enabling customers to talk to one another – is an extension of traditional word-of-mouth communication. The main purpose of this study is to obtain knowledge through secondary research and describe how companies use social media in their marketing communications