Brand visibility in social media

Hi. My name is Julie Atherton. I'm the founder of the social media advisory and marketing consultancy, Small Wonder. I write books on social media and social media strategy. Today, I'm going to be talking about brand visibility in social media.

What we're going to cover in this session is firstly what the definition of brand visibility is. Then we'll look at the inbound-outbound model and how that supports maximum visibility. We'll consider the impact of both paid and organic social media and then we'll cover social search and search engine optimization, SEO.

Brand visibility is the extent to which a brand is seen, recognised, and remembered by potential and existing customers. It encompasses all the ways a brand appears and makes an impression in the marketplace. Social media because of its impact on our time and because as I mentioned in a previous session, social media is where our attention is when we're online, it's really important in maximizing that brand visibility for every business. How does it support it? First of all, through organic content. That's our posts, our engagement, the encouragement of social sharing and reviews and increasingly importantly, social search which is taking over from Google Search or traditional search for many younger geodemographic groups. Secondly, it's around our paid content where we use social advertising to target people with messages that we want them to hear about our business and about our brand. We can also use partnerships with influencers to reach their audiences as well. Then finally, through the customer experience that we create online through our customer services on social channels and our community management. These reinforce our brand values and brand behaviours in the minds of a consumer and also mean that we're always available to answer their questions and be visible at all times.