The failure of creating a brand’s personality through social media

In 2007, Twitter launched into the social media world. Following Facebook, twitter’s user-friendly interface and “micro-blogging” options provided people with a fast yet personal way of communicating with each other, celebrities and more recently, companies. Companies have taken full advantage of the websites’ sharing capabilities, which includes; pictures, videos, and constant written updates from social media managers. Although social media sites are being fully utilized, most companies seem to lack imagination, passion and quite ironically, communication with their customers. What started, as a creative and fun way to connect with their target market has amounted to a considerable measure of public embarrassment.

Twitter and Facebook are the strongest examples of present Social Media marketing tactics. Social media has enabled companies to include all aspects of Customer Based Brand Equity into their advertising and marketing. Given such an opportunity, companies have taken brand image to the next level and are attempting to give their brands a personality, in hopes of fostering communication between the company and the user. Has it worked? Is this too personal? How responsive are users?

Kellogg’s Frosted Flakes Facebook page has approximately 1 million likes which gives the brand quite an advantage in terms of heightening brand awareness and creating a recognizable brand image. Unfortunately, Kellogg’s status updates(see page), never garner more than 200 likes or rather, more than 10 shares. Kellogg’s attempt to develop a strong relationship with their customers has averaged to only 1769 shares since the page’s implementation to Facebook in 2010.

Large companies have focused a great deal on creating a relationship with customers but are failing to provide actual information that would help create brand knowledge. Social media managers have to find a more effective way of communicating with their target market, or social media might backfire on them. The largest downfall to social media marketing is the quick and almost instant consumer responses that spread within minutes of a single tweet or update.

For Example,

See “Kellogg’s Apologizes for Promising to Feed Hungry Kids Only If You Retweet” by Tim Nudd.


Academy of Marketing Studies Journal-


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4 Responses to The failure of creating a brand’s personality through social media

  1. mikejlemon says:

    Nice post Yng! I agree with your ideas on larger-scale companies that fail to capture their target markets attention in social media platforms. It seems that current social media posts that caputre the most attention either revolves around celebrity seflies or a new angry cat photo… tisk tisk society (but let’s be honest, angry cat is really cute). But when it comes to larger companies like Kellogs, it seems as if they’re missing a great opportunity to successfuly market their company. Using creativity and imagination, like you mentioned in your post that these companies are lacking, can change the course of the game. Implementing new ideas and thinking “outside the box” could really help capture more likes/shares and attention on social media platforms like Facebook and Twitter for example.

  2. mikejlemon says:

    #POPCHIPS …. maybe if they used Angry Cat it would be more successful? Just sayin’.

    Interesting yet hilarious article. Kiitos for sharing!

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