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Is Social ‘brand lift’ your target?


Social is all about engagement, and conversations.  The singular objective of any sane social media strategy is to foster engagement and create an ongoing stream of conversations, around your product, services, people – all encompassing to your brand!

Any strategy that drives up the engagement levels of your brand (or call it engagement of people with your brand), does in all certainty add to the overall marketing goals of your organization.

To rephrase, the singular intent of the strategy of any organization in social media space must be, to borrow a term from Jon Steinberg , to endeavor ‘social brand lift’.

How does Jon define ‘social brand lift?

He says, in one of his posts – “Social Brand Lift occurs when content that is candid, interesting, though provoking and shareable lands in the hands of the people most interested in discovering it”

In the case of your organization, or brand, the targeted brand lift must lead to an increase in a favorable perception towards the product or service. So, the goal of every single component of the social media plan is to make sure brand lift happens.

Brand lift happens when there is a purposeful engagement by the visitors to your site, followers across the various platforms your organization is in, and in the manner in which every query or concern in respect of your product, service, or even people issues is answered.

Social brand lift also happens only when compelling content is in place in all your social touch points – which are veritable goldmines that must be aimed at a great engagement with your target world.

To endeavor a social brand lift, is the baby step your social media strategy/execution takes, in building stronger and favorable brand perceptions for your organization.

Revisit your social plans now. Have you made sure that each of its components aims at a brand lift?

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