Social media is a channel. While a social brand is a way to be. Think about it as a cultural shift in the way you live your brand online and offline–as a business strategy (how do we deliver our customer service? or how do we develop new products/services?), as a people strategy (how do we find great talent? how do we train them and empower them to live our brand?), and as a communications strategy (how do we find new customers or audiences, what are they saying and how do we engage with them online?).

The line between your offline and online brand may be well segmented in your business internally (between departments and roles), but from a customer’s point of view they are non-existent. You are your brand no matter where they find you or interact with you. So, in other words, be the same brand you are on your website or Twitter that you are on the phone and on your product packaging.

Check back often for more on how to build and manage a social brand.

–Jen Travis

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