The Socially Responsible Brand

Striped Sassafras

Striped Sassafras by Warby Parker

For years, brands have practiced corporate social responsibility (CSR). Many companies choose causes and dedicate time and resources throughout the year to support those causes. In most cases, these are for-profit companies who help in these efforts out of the goodness of their hearts. CSR is not essential to their business and it definitely is not required for these brands. It is simply an added bonus. Lately, a new trend in CSR has emerged: the socially responsible brand.

Tom’s is an extremely well-known example of a socially responsible brand. For them, giving back isn’t an extra, it is their business. Their brand, at its core, is giving back. Selling shoes is simply a gateway to giving shoes to those in need. Read more of this post

80/20 Rule of Content

loopWhat drives consumers to follow a brand on social channels? For the initial follow, brands have relied on promotions, contests, coupons, the media (such as coverage of Arbys’ Grammy’s tweet) and a plethora of other strategies. But after that initial follow, how can brands retain followers?

For starters, brands should know that consumers hate being sold to. That can be contradictory to marketers and business owners, however, because the ultimate goal of marketing is to sell a product or service, right? Absolutely. But in social media, it’s about value-added interactions and building brand equity through expressing brand personality. Read more of this post

Is social media becoming less social?

image via instagram

Brands are beginning to realize that Facebook is no longer the “go-to” social network among millennials. Instagram, Twitter and Snapchat have become the latest social stars and the one thing they all have in common: less personal information. On Twitter and Instagram, millennials are focusing on their personal brand and are leveraging their profiles in the job search. Social media is becoming less about sharing photos from your family vacation and more about sharing valuable content to build social capital. Read more of this post

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