Being Social
‘To participate in online social networking is also about the act of sharing yourself or your constructed identity with others’ (Albrecht Lund, 2008).
How does an organisation break into the social media platform?
Well firstly, it’s important to define your brand before you sign up to any social networking service. What exactly does your brand stand for? Does it hold a certain vibe or distinctive brand value? It is important for an organisation to determine its key spoken or unspoken messages and select a target audience.
Once this stage is complete, all other elements such as profile photos, page colours and content should match up and reinforce the definition of the brand.
Once this stage is complete, all other elements such as profile photos, page colours and content should match up and reinforce the definition of the brand.
Selection of a social media platform
There are a number of social media outlets that your can join, many of them are specific to your topic or industry, however it may not be necessary to join them all. The selection is dependent on time and resources therefore brands may wish to establish presence in a couple of networking sites.
It is important to choose a social network that works with your audience. For example a corporate organisation may select Facebook and LinkedIn. If you’re a tech-savy brand you may choose Twitter and Facebook.
The innocent brand values focus on operating a truly sustainable business, with an aim of having a positive effect of the world around them.
Innocent products has positive health benefits and focus on keeping ingredients as pure, natural and healthy as possible, reinforcing the ‘Innocent brand value’.
The Big Knit Campaign
Innocent knitted 800,000 little woolly wonders that are placed on the of their smoothie bottles and for every bottle sold, innocent drinks and Sainsbury’s gave 25p to Age UK to help people in their later life stay warm in winter.
Over the past seven years, people all over the world have been knitting in aid of the annual Big Knit campaign. To date, Innocent have received 2 million little hats and raised over £800,00 for Age UK.
The selected social media platforms taken by Innocent include Twitter, Facebook and campaign blog, providing Innocent fans with regular updates on their success.
