Whether you want to sell products, gain subscribers, persuade followers to a point or sway the hearts and minds of readers to your cause, they have got to know who you are in the first place.

Your ability to encourage any of these actions comes from your brand’s authority -- and one of the best ways to build that is through the savvy use of social media. In fact, recent research from Econsultancy shows that 71 percent of brands plan to invest more heavily in social media in the coming year to reach new followers and build brand reputation.

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Visual marketing is an integral part of reaching customers today. For brands concerned with SEO, however, it brings a wide variety of challenges. Search engine algorithms look for specific words, which makes it difficult to challenge competitors by coming up with better photos and videos to dominate search rankings.

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Running a successful social media campaign can be difficult, especially when your brand wants to run the same campaign across multiple networks. An infographic from MarketingInColor outlines the steps your brand needs to take to remain cohesive.

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With more than 84% of brands carrying out social media marketing, the greatest challenge is to rise above all the clutter and establish your brands credibility. The effectiveness of social media marketing is highlighted by the fact that it is100 times more effective in sealing the lead-to-closure rate. Hence brands are vehemently using this channel to attain multiple business goals.

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Despite being difficult to measure, the growing impact of social media on brands is undeniable.

In fact, analysts from Social@Ogilvy recently surveyed more than 5,500 social media users across 11 countries in an attempt to find out how brands should be using social to make a true impact on shoppers.

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Decide how you intend to use social media and to whom you will allow access, especially on Facebook. You do not necessarily need to completely sanitise all your social media profiles — because companies want to hire real people, and some companies specifically look for creativity and personality.

However, if you want to ensure a potential employer does not reject you on those grounds, make sure your online social profile depicts the type of employee a company would want to hire.

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Consider your brand across all visual touchpoints, suggests WebDAM. Include logos, typography, press kit, photography, and icons.

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Not so long ago, customers were isolated. Their ability to voice their dissatisfaction with the service they received from business was severely limited.

The once feared television show Fair Go was just about their only option.

Today they can air their gripes instantly on Facebook, Twitter or other social platforms and build alliances with similarly disgruntled customers. They can take pictures wherever they go and record or even film their interactions.

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Syndication represents a very useful way to expand your reach, build your audience, and contribute to your industrys thought leadership. The quality of your message influences the quality of your customer development and engagement results, but this is often not enough.

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Amy Porterfield is a social media and content creation mastermind and top speaker, trainer and consultant for young entrepreneurs and professionals looking to maximize their social media reach and engagement.

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Most organisations believe social media has a role to play in their marketing communications, but, equally, most would struggle to explain exactly what that role is. There’s little doubt that social media takes up a significant amount of consumer time and attention but without understanding the influence and quantifying the commercial benefits for brands and businesses, no marketing activity should be above question.

Like every other marketing activity, a social media strategy must be judged on its positive impact on business or brand metrics.

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The conventional thinking is that social media conversations about brands are representative of broader consumer sentiment in the overall market. However a new study from Engagement Labs, appearing in the Journal of Advertising Research, finds online discussions and sentiment are not necessarily predictive of offline brand outcomes.

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However, social media marketing efforts can span far beyond the core four: Facebook, Twitter, Instagram and LinkedIn. In fact, these popular platforms see such high users yet have such stringent algorithms that it can be hard to ensure your followers see your organic content, much less that your content helps you capture new consumers.

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To excel at social media, you must be a social media expert, right? While this is true in some respects, having narrow social media knowledge can also be limiting. A social media-only focus can actually hold back your social media strategy from reaching its full potential. You are building more than a social media presence -- you are building a brand. Social media is not an end unto itself. Vanity metrics -- followers and likes -- may be early indicators of good content, but the true test of social media is business impact. Management will eventually stop paying for social media activity that does not lead to bottom line action.

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Brands were more creative than ever in their social media posts this year and connected with audiences by raising awareness of social issues, according to social media analytics company Unmetric.

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There is no questioning the influence of social media in modern society, and our broader interactive process. But still, many businesses remain unsure whether it's right for them, whether they actually need to have a social media presence.

To be fair, it may not be for everyone - if, for example, you sell products aimed specifically at an older sector of the market, it could be that you would be wasting your time posting to a Facebook Page that no one's likely to read.

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Dewey Library - HF6161.A38 N55 2016

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Rotch Library - N7280.B47 2019

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Sanderson, Brandon, author

Airey, David, 1979-

Nes, Irene van, author

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From the glow of the once-admired brand the venture has seen its stock slip and slide.

How Adidas India is making a style statement Originals, which now contributes over 10% to its revenues.

In an interview to Rajdeep Sardesai, Brand Strategist Harish Bijoor says that the sexual assault charges against founder-editor Tarun Tejpal is like a cancer on the brand Tehelka. He says that Tehelka can be revived if it brings a white paper on this...

Chief Minister Mamata Banerjee is set to design sarees sold under handloom brand Tantuja.

Mukherjee had gone to Washington to seek funds from the World Bank to implement projects like supply of arsenic-free water to the rural areas.

A vegetable vendor with an IIM degree under his belt - that''s 26-year-old Kaushalendra Prasad of Bihar who would rather...

MP farmers rarely use chemicals but few manage the organic farming certificate to market their produce better

As regional language media consumption soars during the lockdown, social media app ShareChat goes full throttle with brand integrations

New services, new offers, new alliances and with a little help from technology, brands reimagine their relationship with consumers

The Mughals had expanded their rule over much of the subcontinent, while the Dutch arrived to set up the Dutch East India Company