Building personal brand online is easier than ever. It’s also underrated and misunderstood by many companies trying make sense of where personal and brand social media engagement fit in the marketing and communications mix.
For myself, blogging, speaking and becoming an author have been less about becoming a “brandividual” than to serve as a proxy to the consulting that TopRank Online Marketing offers. This approach has served us well, resulting in creating awareness internationally and keeping customer acquisition costs extremely low.
Alternatively, many companies focus solely on brand promotion without any real people behind those social media interactions. This generic brand approach often finds social content efforts lacking. Engagement tends to be low, attention spent by the community superficial and the momentum of community growth is elusive.