Building vibrant brands through social media

A GLOBAL market research firm, Millward Brown, has advised Nigerian companies to explore the vast audience of the social media as a way of promoting brands on global stage, while at the same time building a lasting customer relationship.Indeed, according to research finding released recently, the use of social media channels for lead generation will increase by 20 per cent this year as companies strategise to promote brand awareness and nurture relationships.Managing Director, Millward Brown Nigeria, Mrs. Ugo Geri-Robert while speaking at a forum to mark the company's establishment in the country, said Nigeria that has the third largest users of Facebook in the world, needs to tap into the opportunities that abound in social media.Geri-Robert while speaking on the topic, Social Media In Nigeria And Brand Building stressed that consumers are now in control of the social media because of the two way communication process necessary for messaging.She added that more brands are ignoring the social media not knowing that it has come to stay while some have misconceived the social media for money making.Geri-Robert said, 'However, that is not so. Rather, it should be seen as a marketing and brand building tool that gives the brand direct feedback about the brand. Power has changed hands in the marketing game as consumers are now in control.'Based on studies, companies need to have a dedicated space in the social media with specialised personnel manning it. Social media should be seen as a means to building a better relationship between the consumers and brand.'She however cautioned that when companies are using social media as a branding tool, they should act like a friend not a brand and by doing that they would build a relationship.'It is not an advertising space but a community for relationship. The rules of engagement are different. No doubt that social media is the way for businesses of all sizes to directly communicate with consumers. Going beyond this interaction, social media does provide direct feedback to businesses about their products, pricing, as well as distribution.'The event paraded speakers from across the globe that also spoke about brand building. Among them was Daren Poole, Global Brand Director, Link', who examined ingredients of successful TV advertising and whether what works in East and South Africa will work in Nigeria.Managing Director of Millward Brown West Africa, Soumya Saklani, discussed Brand Equity, and shares insights from across the world, focusing on 'what we've learnt in emerging markets similar to Nigeria, and what it takes to build strong and profitable brands.
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