Your brand is your baby S
Is your business growing up and going social? Asks Tracy Falke.
he’s all grown up now, standing in front of you in a skirt so short you wonder, “Where did my baby go?” Remember how proud you were
when she had her first steps? As she turns to smile at you and step out of the door for her first date, you almost shout “Stop!” You want ten more minutes to coach her on all the things you should have said, the things she needs to know to protect her innocence from the perils sure to come. When it comes to your business, it’s the same. CEOs, CMOs, PRs and marketers across the globe are worried about sending their darling brands out into the uncertain and tenuous world of social media. They know they have to do it. They’re also expected to make this endeavour into a commercial and PR miracle. All eyes are on their interactions in these spaces with a global scrutiny that leaves little room to fail. Darren Rebeiro, Business Development Manager, Keatons Estate Agents, spotted the opportunity for the property market in the
24 APRIL 2012 PROPERTYdrum
TRACY FALKE STREETSMART SOCIAL
How do you turn a ‘new marketing fad’ into a way to expand your business?’
social media space. He is taking their ‘baby’ into unknown ground in digital and social media. He said, “A number of estate agencies have, in the past two years, tried to dabble in social media, but to no great extent. “The big fear for all agents is that any public complaints would be online for everyone to see potentially damaging their brand reputation. “However, they have all now started to
wake up to the fact that they can be slated on line whether they utilise social media or not, so, when they are looking at the cost/ benefit analysis for B2C processes has meant that agents have been forced now to
get online and starting dealing with these opportunities and issues.” So how do you prepare your business/baby for the adventures
surely to come? How do you turn what you thought might be a new marketing fad into a profitable way to expand your business, sell or rent more houses and satisfy your internal stakeholders? Your brand is your baby. Social media is…scary.
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