Five Steps for Consumer Brands to Earn Social Currency

Consumer brands can earn social currency. Launching promotional campaign using social media is, however, just the beginning. Effective social media campaigns are achieved by acting upon five key fundamental themes: 1) advocates trump followers – building promotions around turning real people into online celebrities and then endorsers; 2) the social context during consumption matters – creating relevance in consumer's daily life; 3) not every brand should be social – distinguishing those which can have upside in social currency, 4) social tools are a means, not an end – converting viewers into evangelists; and 5) gimmicks marginalize trust – focusing on present true values to consumers…


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