Measuring your brand’s social standing
Jeremy Waite (Head of Digital Strategy EMEA @Salesforce.com Marketing Cloud) in his book, ‘From Survival to Significance’ represents an interesting perspective on the way brands and consumers engage on social media.

This is an area of brand management that is typically not well understood, with a broad assumption that ‘if I post on social, people will like it and I’m off and running building brand engagement’. But as Wait presents, there are varying degrees of engagement depending on the type of social relationship – and they are far from equal. As the diagram below shows, the highest form of social relationship is reserved for brands that have a clear reason for being, standing for something that people genuinely care about. Brands without a clear and differentiated brand strategy cannot hope to achieve the pinnacle of these relationships, struggling to move above the first level.

Dave Ansett
David is the founder of Truly Deeply, a brand agency with 25 years experience working with brands to position them for growth. His deep expertise is in the creation of high engagement brands that attract the attention of their audience and stand out from their competitors. David has extensive experience working with corporate, retail, food & beverage and entrepreneurial clients. Find out more at…
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