Corporate Posts and Tweets: Brand Control in Web 2.0

This paper presents the results of interviews with four organisations that have created interactive marketing strategies built upon social networking, using social media and social networks to create online communities where they can leverage peer-to-peer network influence and use this influence to reinforce or increase a positive brand image.

Abstract

Social networking, through media such as Twitter and Facebook, is changing influence streams on consumer (customer) attitudes and behaviours. The direct and readily available consumer-to-consumer communication, made accessible through social networking, provides a repository of information from one's referent group, as well as an organisation's customer-facing facade. Therefore as connections among customers increase, the customers assume a higher degree of brand control at the expense of corporate marketing efforts to establish a specific brand image. This paper presents the results of interviews with four organisations that have created interactive marketing strategies built upon social networking. These companies are using social media and social networks to create online communities where they can leverage peer-to-peer network influence and use this influence to reinforce or increase a positive brand image.