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Social Media and Global Connectivity: A sweet opportunity for brands

by on June 20, 2010

In today’s digital world of social media marketing, what brands have the best presence online?

When I think of great social media, I think of companies such as Amazon, Starbucks, and Dell.  These companies have excelled in social media, and their online engagement efforts have done wonders for brand visibility and promotions.  However, and most importantly, their platform for continued conversation and connectivity has built consumer trust related to their product offerings. People trust others that are like them. People trust brands that appear to be transparent and connected with the wants, needs, and desires of their customers.

As depicted in the graphic, “We are discovering each other—and we are re-discovering the brands we once felt connected with in new and meaningful ways.  We are finding out that we are not alone, there are scores of others just like us scattered throughout the globe.  We can now do more than merely connected pen pals.  We can meet virtually, leave each other notes, share and spread our ideas.  We can challenge and inspire others.  We have found purpose in the evolution of life.  And we have found comfort in the idea that others exist.”

People are sharing with each other and collaborating. offers many instances for sharing of information and collaboration amongst its customers.  This is social media at its finest.  Customers are able to discuss and rate products, see what others are purchasing, and then make an informed, confident personal purchasing decision.  Many times is my first stop when purchasing anything online or even offline.  The vast amount of product information available to the public provides great benefits to all associated constituencies, and is a great place to stay up-to-date with what is available and how it fares in the marketplace.

Distance no longer inhibits communications.

The product rating and collaboration features of are not geographically-bound, and neither is social media as a whole.  People are no longer bound to the constraints of their social circles, they are able to connect and converse with people all around the globe. is a result of hundreds of thousands of individuals across the world actively discussing products and contributing to the social-based platform.  Another good example of global collaboration and information-sharing is Wikipedia.

Marketing is no longer a one-way conversation.

Marketers no longer throw products and services at consumers.  Marketing through social media initiates a two-way conversation.  Brands have the ability to interact with consumers, and consumers have the ability to directly interact with the brand.

Social media is limitless.

Social media for marketing purposes is not bound to large companies, such as the ones just discussed.

All facets of brand, consumer, and constituent communications can rock social media: large companies, small businesses, nonprofits and governmental entities, and everything in-between.

There are many niche companies (in the long tail) that would greatly benefit from social media, as long as they are actively and continuously connecting with their audience in the platform the audience desires.

However, I often wonder how much is too much?  Which brands shouldn’t be active in social media? At what point will we start experiencing social media overload?


Graphic via Flickr: David Armano


From → USA

  1. sdarya permalink

    Tamara: I really loved your post and the video. Very interesting! The stats in the video definitely puts things in context and I found myself gasping at a few of them… 🙂

  2. You share some interesting examples in your post and pose some great questions at the bottom of it about the nature of how social media is used by brands and what it could or could not do. The questions illustrate that you’re doing some great thinking about what you read and asking the right sorts of questions to understand the underlying trends. What would complete this post is if you take a stab at answering some of these questions that you pose. Then you can share some insights from your own point of view about these examples and go a bit deeper than this post goes to explore how that might work. (3) PS – One unrelated note – make sure the title of your post comes through in the title field. For some reason on this post the initial title didn’t come through and only appeared as the first line of your post.

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