Organizations have always realized the importance of building and nurturing strong brands. Brands are strategic assets that can benefit the organization in the long term.
With social media, businesses discovered different uses of this new medium including social selling, social customer service, social advertising, as well as social branding.
As a matter of fact, social branding proved to be probably the most critical uses of social media for businesses of all types. But despite the opportunity it provides, the problem here is, and unlike other channels, social media requires special attention from organizations since they are open to customer direct interaction which is viewed by hundreds of millions of users. Therefore, any mistake in handling the communication or misrepresenting the brand can lead to disastrous results as happened in many occasions. Careful planning and timely execution is a must for a successful branding on social media.