According to MajaStevanovich

News and views on what matters to me: mindfulness, leadership, public relations, marketing, social media, pop culture and every now and then I will surprise you with something else.

Do brands really have personalities?

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It has been over six months since I’ve finished my grad school dissertation, a rhetorical analysis on successful social media discourse-in English, it focused on how brands expressed their personas through the rhetoric they used on social media platforms.  This is a topic I still find fascinating, with social media, there is so much room to develop that persona and audiences love getting “virtual high fives” from their favorite brands, something not all brands have masters. Most have a problem being authentic to what the brand has stood for long before social media.  You know,
conservative companies probably shouldn’t sound like a twelve year old teen, striking a tone that’s just right is critical and we see so many companies failing at this.

What’s got me thinking is an Ad Age article (I do love me some Ad Age) that discusses how brands are engaging with other brands and if this banter is a positive thing. Apparently it is bold, new and daring to strike up a conversation via Twitter brand to brand. The article quotes an executive saying how it’s all about striking the right match.  I agree with this point but don’t think it’s particularly interesting or innovative to do some brand to brand banter/chat. I say this because I expect it from those that are doing it right! A brand that knows what they are doing not only provides quality, valuable content, expresses their authentic self, engages with the community, but they also engage with other brands when appropriate and adds
to their narrative. Check out the article here: http://adage.com/article/digital/9-examples-brands-engaging-social-media-banter/243896/ for some examples of
some brand to brand love.

What do you think? Do you expect the brand to partake in the conversation as a whole? Do you think this is risky? Love to hear your thoughts! You can always tweet me @majastevanovich

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