Inspired by a tweet this morning I couldn’t resist taking the time to talk about it. The tweet from TechCrunch brought an actual dollar amount to the Value of Online Buzz.

So how do you quantify and value the use of your blogs, twitter accounts, websites and all of your other online networks? 

General Sentiment’s, Media Value Report’s top three Companies: Google, Microsoft and Sony are ranked as having over 60% of their brand buzz valued and generated in the Online Social Media category.

This buzz was given a dollar value and was calculated using the content and conversation taking place online. Sentence by sentence the sentiment of a document was analyzed and calculated.

From this report it is clear that what you are doing and saying online can be translated into value for your brand. Whether that is a positive or negative value depends on what and how you are communicating and the consistency and clarity of it.

How does this translate for your business?

• People are talking online...
• Connections are being made online...
• Research is being done online...
• Communication is being done online...
• Your customers are online...
• Are you online?

If you are, take a look at what you are communicating about your brand.

Is it working?
Is it consistent?
Is it clear?

The key component of a brand is that pull...that feeling...your customer associates with your product or service.

The focus should be on your customer. Communicating in a way that connects them with your brand. Remember a brand is not what you say it is – it’s what THEY say it is.

Your customer creates the value for your brand. All of the stats and reports lead back to one single person. Your customer. How did they blog, tweet, video or report on your business?

The value of your brand translates into a positive when your customer consistently finds, communicates, views, or reads about your brand and are brought back to that same consistent feeling. If your brand communicates a feeling of safety and everywhere your customer looks it says otherwise, is your brand really communicating who you are?

The need for clarity and consistency is crucial through each piece of media. Online interaction and communication of your brand needs to flow consistently from one medium to the next.

Whether you use print, social media, your website or the person answering the phone. Each one is a representation of your brand and that feeling you want to extend to your customer. Pulling them in and taking them on the journey to your product or service. Taking them from the computer screen to your door.

How will you know if you are communicating your brand effectively? Listen to what your customers are saying about you. Follow the talk online with a free tracking service. Take a look at the analytics on your site, do your customers walk through your site or are they popping in and popping out just as quickly?

Remember your brand communication starts with your customer and the feeling or urge that is evoked when they hear or communicate about your product or service.

Take your customer on that journey by communicating consistently that feeling in your branding, and pull them to your door.

And if you need some help...

Give us a call at 051 302155 or drop us a line at inspiration@themarketingtable.com

Michelle Andrukonis
The Marketing Table
inspiration for growth...