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Define what your brand stands for, its core values and tone of voice, and then communicate consistently in those terms.

Simon Mainwaring

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Simon Mainwaring
Age: 57
Born: 1967
Born: January 1
Blogger
Writer
Terms
Consistently
Term
Brand
Values
Brands
Voice
Define
Stands
Tone
Communicate
Core

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The framing of how we relate to each other within and across social media platforms will continue to become more sophisticated and nuanced in their expression of how we structure our relationships in our real world lives.
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As more people use social media to tell the story of the future, the wants and needs of more people will be reflected.
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What today's business reality makes clear is that brands cannot survive in a society that is failing economically, socially, ethically, and morally.
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Concerned consumers are realizing that they can use social media to organize themselves around shared values to start effective movements. Social media gives them a sounding board to share ideas, as well as a means to punish irresponsible corporate behaviors.
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One of the greatest challenges companies face in adjusting to the impact of social media, is knowing where to start.
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If a brand genuinely wants to make a social contribution, it should start with who they are, not what they do. For only when a brand has defined itself and its core values can it identify causes or social responsibility initiatives that are in alignment with its authentic brand story.
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In the coming years, if not sooner, social media will become a powerful tool that consumers will aggressively use to influence business attitudes and force companies into greater social responsibility - and, I suggest, move us towards a more sustainable practice of capitalism.
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Any institution faces two basic choices if they hope to spark new ideas. One is to leverage the brains trust within their organization by creating a special event dedicated to new thinking. The other is to look outside themselves to stimulate solutions.
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With the never-ending stream of new social technologies, apps and platforms rolling out every day, its easy to get lost in the minutiae of social media. Yet for there to be effective change, especially within large, top-down, hierarchical institutions, a company must have an over-arching understanding of the new role it has to play.
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Executives can no longer hide behind the corporate veil. They need to be accountable for what their companies do, because entities are responsible for socially irresponsible behavior.
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And if you look at the reality in the United States, where you have more than 40 million people below the poverty line and 42 million on food stamps, and then you look at poverty around the world, clearly the way we're running the engine of capitalism is not serving us well.
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The new dynamics between brands and consumers, driven by social media, are proving to be a powerful impetus for change.
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Creating a better world requires teamwork, partnerships, and collaboration, as we need an entire army of companies to work together to build a better world within the next few decades. This means corporations must embrace the benefits of cooperating with one another.
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Technology is teaching us to be human again.
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Not since the digital revolution in the early '90s has technology placed such a comprehensive burden on business, employees and individuals to reinvent their business plans, services and products, and themselves to keep pace with the changing marketplace.
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Work with your competitors when the interest of the community and planet are at stake.
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The leverage and influence social media gives citizens are rapidly spreading into the business world.
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Ultimately, it's possible that social media platforms will be designed as templates that the users themselves customize in terms of the best way to express their community and experience of life, and brands will have to simply follow suit.
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How well you tell your story determines how well your customers tell your story.
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Social media demands a lot of us on top of our already demanding lives. So let's disconnect as we need to and renew our interest and ourselves.
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