William James once said, "A man has as many social selves as there are individuals who recognize him." But with brand ubiquity on the largest social network to ever exist, recognition is the very least of a brand's concerns today. Having built a brand guesthouse on Facebook real estate, brands are asking what they should actually be doing now that they've invested in the neighborhood.
Being there, of course, is only the first step. Being there meaningfully – with consumers defining what "meaning" is to them – is how brands can graduate from just posting pictures and collecting friends. But how does a brand successfully do that? Especially in a responsive way that's more and more vital as web listening takes its rightful place at the brand strategy table.
The answer to that question will change, of course, dependant upon the category in which you compete. But whatever the category, knowing the answer remains critical to every brand. And not just when it comes to the social space, but on all the digital platforms that a brand can access to communicate and engage with consumers.
For insights to these issues we hope you can join us for "We're on Facebook. What now?" on Tuesday, June 12th, at the Marriott Marquis in New York City, as we present at the ARF's annual conference, Audience Measurement 7.0.
Amy Shea, EVP Global Director of Brand Development, will reveal findings from our 2012 Digital Platform Engagement Index. This national study of 83 categories and 14 digital platforms assessed by 49,000 consumers was designed to identify the intersection of digital platforms and brand strategy – offering insights into how brands can now connect today's technological possibilities to their most leveragable and engaging strategies, and navigate successfully in the digital space.
If you can't make your way to the presentation, we can still help you navigate more successfully in the digital space. So please feel free to reach out to us at firstname.lastname@example.org to learn more about what to do, now that you're there!