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Brand Your Business

Social Media’s Impact on

your Brand

By Bob Kelleher

T

here’s no denying that social media has taken the world a Southwest airlines light attendant singing a country song as
by storm. Facebook, LinkedIn, and Twitter boast millions
part of her opening comments to fellow passengers to ‘buckle
of users. Social media is a huge engagement, staing,
up.’ his YouTube video has now been seen by millions of

retention, and increasingly, branding tool. It’s at the foundation viewers. hink of the marketing and beneits of this example

of what I call tri-branding. Tri-branding is when companies use for Southwest Airlines. A customer on their own, branded

social media to link both product and employment brand, and Southwest’s product in a positive way, with Southwest being

to get their customers to sing their praises or live their brand.
the beneiciary of millions of views. How much would it cost

The Good
Southwest to proactively seek similar brand and the culture

Companies need to proactively leverage social media exposure? Another example of “he Good” within the airline

to drive their tri-branding eforts. Companies should industry is Cebu Paciic, an Asian airline. Google them, and you’ll

be leveraging social media to boost brand via tweeting, quickly see that they are also beneiciaries of tri-branding, with

posting, and blogging. Posting recent wins, new products their customer base uploading You Tube videos on their behalf,

or services, job openings, key promotions and hires, and resulting in millions of views. Tri-branding is all about your

customer base branding - and in fact, funding - your message.
press releases are all opportunities to brand who you are.

Tri-branding occurs when your customers promote you on But think of the cost to Southwest or Cebu Paciic if they had

your behalf. When keynoting, I oten show a You Tube video of
negative cultures, or if a customer had a negative experience.

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