Personal vs. Professional Brand Marketing

The potential ROI for internet marketing is astounding. For little to no cost, a company or individual can successfully market themselves on a global level through hundreds of web apps, social media channels, email marketing campaigns, and blogs (to name a few). This is an exceptional development and one that certainly levels the playing field between large companies and small businesses/nonprofits. The power to increase visibility and the reach of their message or brand is exponential.

The laws of both Moore and Metcalfe attribute to this. Moore's Law states that every 18 months processing power doubles, while cost remains the same. Metcalfe proposes that the value of a network grows by the value of N squared, when N = nodes (devices or users connected to the network). Cookies (more on these later) contribute greatly to the processing power of the internet, as networks like Facebook become wiser about the interests of individual users, enabling customized advertising and more direct marketing. At the same time, however, it is important to utilize internet marketing in a strategic manner. This is where the difference lies between personal and brand dialogue on the web.

Over time, I have come to realize that with the internet, sometimes "less is more." As a healthcare marketing professional, I always want to be aware of developments and understand how people are using sites -- but this doesn't mean that I jump on the band wagon and create an account for my company immediately. Sometimes, it is better to observe from a distance. Not all social sites are successful and it is important that you check out a site, before choosing to create an account. Affiliation = endorsement and in order to protect your brand, you have to implement a strategy for which sites you choose to use and scout things out in advance.

The difference between a personal account on Facebook, for example, and a brand page is substantial. Personal accounts are often used to share personal info (duh) about relationships, emotions, and daily life in a casual manner. Where this can be a very friendly, inviting approach to online interaction, it is not appropriate for a professional entity or healthcare organization. On a daily basis, I observe how my friends and family manage their personal accounts on Facebook, Twitter, or other social networking sites. Many people do not give much thought to how what they say on their page or sharing private information. They say what they want, to whomever they desire and they don't worry too much about the repercussions or how they appear to the outside world.

Professional brands cannot afford this luxury; they have a reputation to uphold and an obligation to their clients, investors, etc. The need for careful monitoring and clear strategy is especially true for healthcare organizations or hospitals, as they have a very high standard to adhere to and must follow protocol to protect patient confidentiality, in line with HIPAA. How can hospitals and healthcare orgs use social sites? I will discuss this soon in an upcoming post, but here's the short and sweet of it: healthcare orgs can use social media to share important health messages, improve visibility, market programs and services that they provide, and offer a place for dialogue. However, the web is NOT a place for medical diagnosis, clinical care or instruction. There may be some hospitals that employ secure chat rooms or LIVE interaction where patient health info is protected. Facebook is not one of these places -- yet.

Moral of the story: with the development of so many new technologies, it seems that the possibilities for interactive marketing are endless. A small company or program can gain a large national presence through the internet in a very short amount of time. Through Google and other search engines, brands can find out exactly what their clients want and put their product right in front of the target audience, satisfying both parties. However, without proper application these powerful tools can do more harm than good. It is important for a brand to set in place proper protocol for both internal and external internet marketing policy (including one specific to social media). The brand must consider what sites or apps it chooses to use and how these efforts will integrate into the overall marketing strategy.

This article is the part of a series of posts that I will make throughout my graduate studies in Marketing and Communications. With a focus on both healthcare and interactive marketing, I hope to gain a better understanding for effective health messaging--which I think plays a key role in a happy, healthy society. Please leave your comments or write to me: camorous@gmail.com.

Time for a Change

It is a new year and a new era for me. This blog has tracked my progress in the field of Journalism from the very beginning of my tenure. However, the time has come to take this platform (a rather holdge-podge of articles and memoirs) and turn it into something more targeted and mission driven. That being said, I am not abandoning my work...you will still be able to search back through the archives and find my early writings.

Now...the transition. Moving forward, I would like to dedicate this space as a canvas for reflection and sharing insights into the world of social media management. The key to successful social media campaigning (especially for a nonprofit) is the ability to stay abreast of the latest discoveries, and to make your own and to share them. This collaborative environment stems from Mark Zuckerberg, himself, and the Facebook philosophy of open information interaction. Instead of keeping his product a secret, Zuckerberg has attempted to make Facebook available to anyone who has an interest in exploring the network. The Facebook backend, templates, and profile fields are open to everyday users and developers, alike, to develop ideas and expand upon their platform as much as they desire. This democratic approach sets a precedent that allows for positive feedback, and sharing of information that leaves the user feeling valued and empowered. I believe that this cultural change does not discount the need for careful monitoring of social media sites and a continued effort for brand name protection, but it broadens our horizons in a world where a narrow perspective on life, limits opportunity. Well done, Mark.