Social media branding for meaningful conversations: a message strategy perspective

Abstract

In this paper, the social media branding communication of one of the world's leading brands on a popular social networking site is explored by applying an existing framework for social media message strategies. Although methods to promote a brand on a social networking site are becoming increasingly difficult due to online clutter, there is still a paucity of research and numerous perspectives on social media branding. The perspective taken in this study is that although the marketer or company still owns the brand on social media platforms, it no longer controls the brand message after it is posted but can still steer the conversation in a constructive way by using a specific message strategy to elicit valuable electronic word of mouth (eWOM). Methods to create a meaningful brand conversation have not yet been addressed adequately through academic research. The findings of this study contribute to the limited body of knowledge on social media branding in that it applies and adds to an existing framework for social media message strategies to elicit meaningful eWOM activities. Social media branding is still in its infancy and brands should be used to make the most of this opportunity to have a social media message strategy linked to the vision and mission of the company.