For many youth Facebook and Twitter have become a part of daily life. These popular social media outlets give people a way to have constant connection with each other through status updates, photos, and the sharing of videos, news articles, etc. Seeing the direct engagement companies could have with their customers, recent years have brought on the need to use social networks as the main way to market towards youth. Through promotional posts such as videos and new product advertisements, many companies have the ability to let their customers feel “in the know” about the brand, creating a familiarity and connection between the company and the customer.
But what happens when companies attempt to make their connections with youth too personal? Some companies, most being on a large scale, have begun to form a defined personality for their products. The problem which then arises is their potential to lose customers who do not connect with the “niche” image they are creating. Social networks give customers a way to feel engaged with a brand. Once they become a “follower” of a brand they are associated with it and view the companies’ posts from then on. Although the customer may initially follow the company for its products, it may happen that the customer becomes disconnected to the brand if they cannot relate to the companies posts. An example of this can be seen on Sprites’ Twitter page: https://twitter.com/Sprite. When a company is well known and has the trust and support of a wide range of customers, is there a need to market their product with a personality?
Even when the customer may relate to the brands personality, has the brand succeeded in creating a personal connection? Furthermore, are consumers ready and willing to communicate with a brand in the same way we do with people?http://www.imagination.com/en/labs/2012/10/man-vs-brand-personification-brands-through-social-media
Journal of Brand Management-
Social media in branding: Fulfilling a need. By Jack Yan