This visual representation of a social media ‘lens’ shows the brand at the center and as the focus of a vast and varied online presence, embodied by innumerable different platforms  – social video, audio, bookmarking, and networking channels –  only a few of which are illustrated here.

The perception of the brand is filtered through several stages, or lens ‘adjusting rings’ all of which impact the brand’s standing in the market and reputation with the customer, and which all impact each other in a feedback loop. Additionally, each social media platform contributes to shaping the others, as is demonstrated by the overlapping color ‘filters’. The company that is able to successfully navigate social media and actively engage with it will avoid the pitfalls of letting its customers and competitors speak for it, as they inevitably will whether you are there to listen to it or not.

Social Media replaces one-way communication with dialogue. Participation by customers and feedback must be listened to because it has the power to make or break your company. Social media allows us to observe the conversations, and then jump in and engage our communities – and to guide and manage that conversation proactively. It allows us to assess and re-assess strategy from the bottom up.

Just as photographic filters have an effect not only on what we see through the lens but also on the final photograph, social media will impact not just the perception of the brand but the brand itself. Whether these ‘filters’ have the anticipated effect is another question, but with strategic and sincere participation in the conversations surrounding our brand, the likelihood of success is increased exponentially.

Social2B explores these Social Value Chain channels with a client and recommends the most optimal solution.

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