By early 2010 most of the companies have already tried the taste of social media. Many bought survey blog posts, someone created their own community in any large social network; someone even shot videos, which later had to spread virally. However, all this presence was disorganized and disordered. 2010 and 2011 became a point for many companies to revise their social media communications. Companies would either arrange that from the beginning, or would create new strategies for old methodology of communication.
The purpose of any business organization is to make profit from their activities. And the owner of the company comes to the marketing department for a specific purpose – to make more money. More money can be obtained if more people buy the goods from the company, if everyone buys more goods from the company, and with every sale the company will make more money. If marketing decides what needs to be done so that more people buy goods from the company, the goal of marketing communication becomes, for example, increased awareness. The more people know about the product, the more people will try the items (trial users), the more people will turn into loyal customers (monthly users). When awareness of the company's products is quite high, marketing decides to increase the frequency of the product use, creating a new situation of consumption or running a loyalty program.
Under each of the solutions (increase awareness, build loyalty, brand) one can be developed a communication strategy that is built on the insights. Communication strategy, thanks to audience insights, research and market trends, includes answers to such questions, as “what to say”, “when to say” and “where to talk” about the product. So, with the question “where” there is an understanding that the audience is on the Internet. And then for the Internet one needs to develop a digital strategy. And here it is where companies face branding and social media.
It is important to note that social media alone cannot solve all the issues of marketing. With your communication through social media you can deliver information about the product. It all depends also on the prices and the brand itself that needs to be created. One of the important rules for creating branding is to have a well-designed communication strategy, so it is directed not at monologue, but dialogue. Obtaining interaction with customers is number one rule for branding. Social media is just a platform for delivering communication and in no case a mean for success. The second important rule is that the company may use many platforms of social media at the same time. For instance, Facebook, YouTube are the biggest, but one may use other social networks depending on the region of their popularity. The third factor is that the social media does not provide an instant result in regard to branding. The Internet has much more vague and long-term criteria for considering branding as an achieved result. In the contemporary marketing, branding and the social media have become significantly converged, and branding cannot succeed on global marketing without a successful communication through social media.