#MarketingMinds chat wrap up: Protecting Social Identity
Q1. Define social identity.
@hst explains that social identity refers to the online social persona co-created by the identity owner (for example, a brand) and those who they interact with it (for example, our audience). Our audience can become confused about our social identity when a spoof account pops up on Twitter and posts tweets that are considerably off brand. In such cases, it’s important to block out variations of our brand name or marketing campaign taglines.
Q2. What’s the number one threat you are concerned with in terms of managing a corporate social media account?
@hst’s biggest concern is managing an industry crisis that goes beyond brand control. @1DigitaLife speaks of social identity threats such as copyright infringement. In addition to this, other social identity threats brands should be aware of include:
• Fake accounts
• Lack of brand guidelines with negative impact on message unity, values etc.
Q3. What are your top 2 tips for protecting brand social identity?
While we can’t always prevent a social identity crisis, @Richard_Y advises we have a contingency plan in place to reduce the effects. Having a colour light system is handy so that we can flag and prioritise threats. @hst agrees with @Richard_Y, adding that brand guidelines detailing, for example, tone of voice can also help manage communications if a social identity threat was to escalate.
Q4. How can you tell if a social identity crisis has damaged your brand?
@1DigitaLife comments that social listening tools, such as those offered by Meltwater, should be deployed to analyse sentiment around our brand in order to discover the impact a social identity crisis has had. Read more about how social media monitoring tools can become our right hand man during a crisis here.
From a different angle, @Richard_Y suggests that we look at sales figures, whereas @hst explains that an increase in fans/followers during a crisis can be used as an indication of crisis reach.
Q5. What internal departments should be involved during a social identity crisis?
Chat participants were in agreement that the following departments should be in communication with each other, and aligned on the process if a social identity crisis was to hit: Marketing, HR, PR, production, legal, design, support, sales and customer service (note that the list would depend on the company size and the type of social identity crisis).
Check out the next #MarketingMinds topic here!