Archive for May, 2009

Here’s the recap!  Hope you’ll consider joining us one of these Wednesdays.

If you would like to pose a question or topic, please post it on the #brandchat Facebook page!

Q1: How do you counteract your brand being “brandjacked” on Facebook, Twitter or anywhere else?

brandcowboy: Q1: Sweat more in peace, bleed less in war. The more goodwill and meaning banked, the less scary ‘brandjacking’ is. #brandchat

brandingexpert: If you’re “the only solution” brand-jacking isn’t a problem, b/c you’re perceived as the “only.” #brandchat

brandingexpert: A real brand strategy is defensible from the outset. #brandchat

McCourtRealtor: RT @brandingexpert If you’re “the only solution” brand-jacking isn’t a problem, b/c you’re perceived as the “only.” #brandchat

neilmckenzphoto: Q1: I concentrate on making my brand the best and don’t spend too much time worrying about the competition. #brandchat

brandcowboy: @brandingexpert Fine for CPG. But what if you’re Burberry or Tommy Hilfiger? How do you ‘defend’ against appropriation? #brandchat

innovate: Companies need to protect trademarks online and offline. Get there first to avoid suing people! #brandchat

andrewmueller: Counter brandjacking by creating your own highly visable and pervasive “real” presence #brandchat

innovate: Once you’ve got trademark protection out of the way, create a strong conversation and continuing value to protect brand. #brandchat

craigritchie: Q1: Counteracting Brandjackers 1. Be faster 2. Be more interesting 3. Be more transparent #brandchat

andrewmueller: Counter brandjacking by creating your own highly visable and pervasive “real” presence across all Social Media Channels #brandchat

McCourtRealtor: Q1: Look at Skippy Peanut Butter or Phizer on Facebook – talking about partying + getting drunk, definintely not company run #brandchat

brandingexpert: @innovate “Being first” is false comfort. Pirates infringe on first users’ brands all the time. #brandchat

brandcowboy: @brandingexpert Old school thinking. You can’t dictate social meaning, no matter how brilliant you may be. #brandchat

BaerDesignGroup: Q1 Stay on brand message. Stick to expertise area, be responsive to postitive and negative feedback. Always be engaged. #brandchat

mariaduron: #brandchat @andrewmueller I agree. U must b there 1st. B involved in the convo from the get go – not just when there’s problems/issues.

innovate: @brandingexpert – Q1 – People tend to join conversations – so trying to be the one to start it is a good goal #brandchat

Jeff_Burton: Q1. embrace and invest. #coke and the fan page created by 2 drinkers is a great example #brandchat

rwhisman: Q1 Facebook and Twitter communicate your mission and core values. Difficult for others to hijack your purpose and beliefs. #brandchat

neilmckenzphoto: Q1: To counteract brandjacking – keep evolving, keep improving, keep engaging… #brandchat

craigritchie: Q1: Often brandjackers are some of your biggest advocates. Or, who have been dissed. Embrace them. Help them. #brandchat

Yuricon: #brandchat Establish a strong, clear tone and identity across multiple channels, impostors will look foolish…and sad.

mariaduron: #brandchat RT @craigritchie Q1: Often brandjackers are some of your biggest advocates. Or, who have been dissed. Embrace them. Help them.

JGoldsborough: @brandchat No personal exper, but have 2 listen, engage w/ convos ppl have w/ brandjacked ID. Ensure brand’s POV gets in2 convo. #brandchat

Yuricon: #brandchat Lead the conversation – have an undeniable presence. then the reality will push out the false

rwhisman: Q1 Southwest Airlines understands how not to get hijacked in the air and online. #brandchat.

brandingexpert: IMHO, bad news creates the best opp to prove your brand to skeptics. How you react counts. #brandchat

Jeff_Burton: @craigritchie the 1’s who have been dissed are the biggest opportunity. embrace and convert them to become your biggest advocat #brandchat

Thandelike: @brandchat brandjackers don’t have the goods, you do. demonstrate your genuineness #brandchat

andrewmueller: Brandjackers will dissappear if you have a clear and dominant presence, x Social media channels, 2much effort 4them w/ little pay #brandchat

brandingexpert: “Business is war” – M. Forbes Unfortunately, some combatants are brand terrorists, outlaws, pirates. Not like you & me. #brandchat

rwhisman: Q1 Red Bull gives you wiings so that you can fly away from the brandjackers. #brandchat.

pmarckworth: Q1 you can use the highjackers voice – they’ve upped your visibility – use it to your own advantage rather than fight it #brandchat

brandingexpert: @brandchat Brandjacking can benefit you when people search your pirated brand and actually find you, not the pirate #brandchat

brandingexpert: A fairly reliable characteristic abt brandjackers is that they’re NOT thorough. They tend to hit and run. Sloppy. #brandchat

MarketerMikeE: Southwest seems to be dominant on twitter? Or is it just me? #brandchat #brandchat

brandchat: RT @pmarckworth Q1 you can use the highjackers voice they’ve upped your visibility use it to your own advantage rather than fight #brandchat

DavidSandusky: Q1 “it’s not what you do. It’s what they do with what you do” – John Grant, The New Marketing Manifesto #brandchat

yourjobmyoffice: @Yuricon The high road approach – make it no longer fun for the naysayers and you’re left with the audience. A win for you. #brandchat

pmarckworth: Q1 I don’t think it hurts to assess wheter something you’ve done contributes to why you’re being brandjacked and take action. #brandchat

andrewmueller: It would be interesting 2 orchestrate brandjacking of ur own brand 2 raise awareness giving opp to clarify and stregnthen message #brandchat

brandcowboy: @MarketerMikeE Southwest’s strength does not lie in dominance. It’s popularity. Being communitarian is their defense. #brandchat

MarketerMikeE: @SouthwestAir is dominant because of being relevant, timely, caring, giving, funny, real, authentic…..etc. #brandchat

Q2: (@thebrandbuilder) says If your go-to social media analytics expert’s answer to your R.O.I. question is “use Google Analytics,” it’s time for a new expert. Thoughts?

andrewmueller: @brandchat Q2 I heard good things about radian 6 #brandchat

BaerDesignGroup: @brandchat #brandchat Deepening product knowledge and creating enthusiasm for a brand will be missed by google anayltics.

jemcgrew: Q2– see the thing is that there are a lot of companies that don’t know what to do with analytics that are more than GOOGLE #brandchat

neilmckenzphoto: Q2: If you are really in touch with your social media relationships do you really need social media analytics? #brandchat

brandcowboy: Q2: Yes, get a new expert. Measuring SM in isolation of overall brand health is silly. #brandchat

jemcgrew: Q2: I have worked with a lot of companies that have gone to Google because the more expensive services weren’t providing more val #brandchat

brandingexpert: Q2: IMHO, social media analytics are important, but less so than ROI metrics. #brandchat

jemcgrew: Q2: The name of the game today is Metrics, Metrics, Metrics. The problem–hard to prove value of some important things in Bus. #brandchat

jarodhillerman: @brandchat Q2 – You may know your relationship levels, but analytics help to show others your reach through consistent metrics #brandchat

MarketerMikeE: RT @neilmckenzphoto who needs a SM expert who’s not expert? #brandchat

Thandelike: @brandchat if a company is actually using SM they don’t need filter of an ‘expert’ to measure anything #brandchat

brandingexpert: @brandchat ROI metrics can be as simple as coding offers & watching the results. #brandchat

innovate: Q2 – Get companies to first understand why to engage in social media and how to properly use SM – otherwise ROI will kill you – #brandchat

richmeyer: RT @brandingexpert:Q2: If the SM analytics don’t tie back to brand objectives they are worthless #brandchat

brandingexpert: At this point, CEO’s won’t care about SM analytics until they see ROI metrics. First things first… #brandchat

neilmckenzphoto: Q2: @brandingexpert – So the bottom line is the bottom line? How much did you spend and how much did it return? #brandchat

andrewmueller: To understand if your brand has control of its message google the brand +ask how many results the brand controls via @davidalston #brandchat

richmeyer: RT @brandingexpert: Not to mention they don’t understand web analytics but you’re right lots of pressure to provide results.. #brandchat

craigritchie: Q2: Analytics are just one small piece of a Holistic Analytics Strategy. Must be able to make business decisions based on metrics #brandchat

Thandelike: @brandingexpert this SM ROI (minimal expense, big results if done right) is exactly what @dmscott‘s World Wide Rave is about #brandchat

richmeyer: Web analytics are goldmine of information: they can show you how people go through decision making process to become customers #brandchat

Q3: How do U make U, urself, standout within a company brand?

MarketerMikeE: I started twitter @volofordrbc account and tweet during sales calls while I am talking to folks about #brandchat

MarketerMikeE: I started twitter @volofordrbc account and tweet during sales calls while I am talking to folks about #brandchat

jarodhillerman: @brandchat Q3 – Sincerely and consistently connect with and help your company’s clients, partners and vendors be better #brandchat

brandingexpert: Q3: Brands are for biz, not people. It’s your job to drive your’ company’s brand, not undermine it. #brandchat

andrewmueller: @brandingexpert every celebrity has a personal brand it is “old school thinking” that this cannot extend to non celebs #brandchat

neilmckenzphoto: Q3: @brandingexpert I am a one man company. Is my business brand also my personal brand? #brandchat

Thandelike: @brandchat Q3 emphasize your very real connection to the brand, what makes this brand something you personally devote energy to #brandchat

brandcowboy: Brands are experienced, not learned. Therefore, your people are vectors for your brand. #brandchat

brandingexpert: @andrewmueller The more time you focus on your personal brand, the more attention you steal from your biz brand. Your choice! #brandchat

rwhisman: Q3 Always be the voice of reason, the one who reminds everyone else what your brand stands for, you will get noticed & add value. #brandchat

BaerDesignGroup: @brandchat #brandchat A good example of this is @Scottmonty from Ford. He does a great job of personal image & company image.

andrewmueller: When your name, photo, voice are positioned next to corp ID X Social Media you are simultaneously promoting yourself #brandchat

Thandelike: @brandcowboy yes. we can be a personification of the brand, one of many perhaps. #brandchat

pmarckworth: Q3 your personal brand is your biz brand if you are your company. #brandchat

brandcowboy: I’ve experienced a company that saw HR as an extension of branding. Produced a seamless experience, and a wonderful culture. #brandchat

brandingexpert: @andrewmueller You can be an example of your company’s brand. In fact, that’s the best way to do it. #brandchat

innovate: Q3 – Stand out by having something to say – Contribute thought leadership that brings attention to you and the brand you work for #brandchat

JGoldsborough: @mariaduron Research shows your POV 2b true. Customers buy based on other customers, employees they know & their experiences. #brandchat

pmarckworth: Q3 integrity, visibility, relationship – all part of your personal brand. can stand beside company brand without competing. #brandchat

brandingexpert: @mariaduron NOBODY finds me by searching “robfrankel.” Most who search find me via “branding expert”. THEN my brand takes over. #brandchat

craigritchie: Q3: How 2 stand out within company brand? People are drawn to those who are passionate about what they, and their companies, do. #brandchat

Thandelike: @brandingexpert that’s clearly your choice they find you by company name. what about Tony Robbins or Oprah? #brandchat

MarketerMikeE: rt @brandchat Customers buy based on other customers, employees they know & their experience #brandchat

JGoldsborough: @brandchat @brandingexpert “Company rhetoric” 1 is tough. Hard 4 some 2c can’t just shill 4 comp. Let relationships do the tlkng. #brandchat

pmarckworth: @craigritchie beacuse you’ve defined your brand as branding expert not rob frankel – could have been the other way around #brandchat

JGoldsborough: @andrewmueller Totally. And ppl inside and outside the company are drawn to ppl first, not just drawn to brands. #brandchat

andrewmueller: @brandingexpert @oprahs brand strategy….Caring #brandchat

Yuricon: @Thandelike I still thaink that applies – those names are their companies. We’re not buying the woman, but her persona. #brandchat

pmarckworth: @brandingexpert Oprah is a BFF to everyone – brand builds from there. #brandchat

JGoldsborough: @pmarckworth Personal brand is more important cause as u said reflects on u & comp. All employees PBs fliter 2 1 CB. #brandchat

brandcowboy: People make choices based on a chain of cognitive events. It’s folly to see any as isolated in its effect. Especially WOM. #brandchat

pmarckworth: RT brandcowboy People make choices based on a chain of cognitive events. It’s folly to see any as isolated in its effect. Especia #brandchat

brandingexpert: IMHO, “Branding is when people perceive you as the only solution to their problem.” Not for Oprah or Microsoft. #brandchat

richmeyer: What is important is that we understand that we can attempt to control the brand but ultimately it is consumers who will define #brandchat

qualresearcher: @Yuricon Very good point. Brand is the identity built around the entire customer experience – media is just a slice of that. #brandchat

Pitch, Plug, C2A, etc.

innovate: You can join our continuous innovation group at or read our blog at – Thanks for the great #brandchat

jemcgrew: PLUG: DM me if you are in Colorado and need Marketing/Graphic Design/Photography or visit #brandchat

yourjobmyoffice: #pitch A broad blend of creative virtual assistance.Intelligent office support + small biz solutions 4 the resourceful-preneur #brandchat

neilmckenzphoto: Pitch: Pitch: Working on being the most well known people photograper in CO with master photog and mrktg expertise. #brandchat

brandingexpert: Thanks folks! PITCH: Read the killer book on branding that’s not just theory, but really works: #brandchat

qualresearcher: @Yuricon Very good point. Brand is the identity built around the entire customer experience – media is just a slice of that. #brandchat

DrFernKazlow: Getting ready 4 Power Connecting w/ Social Media free teleseminar! Hope u’ll join us! #brandchat

SeeYouOnTheCall: RT @DrFernKazlow: Getting ready 4 Power Connecting w/ Social Media free teleseminar! Hope u’ll join us! #brandchat

richmeyer: The Myth of the Rational Buyer: How Too Much Thinking Can Hurt Your Brand | Design Finds You | Fast Company #brandchat


More and more people are joining in on our weekly conversation (convo in Twitter language)!

If you would like to suggest or recommend a topic or questions, please POST IT ON THE WALL of the BRANDCHAT Facebook page located at

Here’s the recap!

Q1: (by @aliciafalcone): WOM can kill a brand and its products even quicker than it can build them. Share some examples

McCourtRealtor: Q1: 4 me, top of mind is the whole Motrin debacle. Mommy blogger WOM really nailed them. #brandchat

McCourtRealtor: Q1: Good WOM is Coca-Cola + their use of FB. Allowing fans who developed their FB fanpage 2 continue good works #brandchat

brandingexpert: No matter how many times they launched the Today sponge (now it’s 3x), it fails due to WOM. #brandchat

brandcowboy: A brand banks goodwill. The higher its balance, the harder it is for WOM to kill that brand. #brandchat

brandingexpert: The Yugo car is another failure due to bad WOM. In theory, the public should have loved a cheap car…. #brandchat

GetResults: brands like TODAY go stillborn, others like TYLENOL can come back – upstream swim all the way. Costly when +WOM lost. #brandchat

GetResults: @mariaduron often like new restaurant – first everyone reacts, then headlines fade, then recovery or death. #brandchat

Thandelike: wonder how much bad WOM killed New Coke — ppl hating the idea more than the taste #brandchat

neilmckenzphoto: Are most brand failures finally done in by word of mouth? #brandchat

craigritchie: WOM is the fastest growing marketing vehicle according to eMarketer. More than 70% of Inc500 companies implementing WOM programs. #brandchat

andrewmueller: If negative WOM is caught in infancy and addressed through interactive engagement damage can b limited, a benefit of Social Media #brandchat

BPerzanowski: One of the strongest brands, Starbucks, suffers from a sort of WOM backlash. #brandchat

CEO_INGDIRECT: @SirHendrix & @brandcowboy brand power & word of mouth must be very related. oh, to have both is powerful. #brandchat

brandingexpert: WOM kills a brand when its product fails to deliver on the brand promise. So brand’s lack of trust is what drives WOM. #brandchat

wiseleo: International translations come to mind… Microsoft just made a major blunder with cibai (thankfully, only a research project) #brandchat

SirHendrix: Škoda’s WOM was bad, including cynic jokes. they capitalized on their brand values which had been shared by their small fan base. #brandchat

Thandelike: @andrewmueller absolutely SM is a chance to address and nip in bud negative WOM, as well as demonstrate that company is listening #brandchat

brandcowboy: @andrewmueller A negative turned positive is gold medal branding, better than happy passivity. #brandchat

DrFernKazlow: @brandingexpert Exactly – so a product that kills gets killed, ie Sponge, Pinto, Corvair… #brandchat

BPerzanowski: RT @andrewmueller: Negative WOM caught in infancy/addressed thru interactive engagement can limit damage. Benefit of Social Media #brandchat

pmarckworth: Q1 Word of mouth is the ultimate 3rd party credibility, which is why it can kill a brand so quickly and completely. #brandchat

craigritchie: 74% of people hearing a personal, negative recommendation were influenced to buy another brand – Millward Brown study, 2005 #brandchat

McCourtRealtor: @wiseleo Although Domino’s did good w/their YouTube response + even a local Dominos in Chicago really addressed it. #brandchat

brandingexpert: WOM succeeds/fails based on expectations set by brand. The stronger your brand strat, the less chance of neg WOM. #brandchat

neilmckenzphoto: Word of mouth is all about perception, reality may not have anything to do with it. #brandchat

innovate: A juicy story showing brand inconsistency (especially where values are involved) will generate lots of negative WOM #brandchat

brandcowboy: @brandingexpert All due respect, wasn’t Yugo just a lousy car when it was sold here? No brand can cure that. #brandchat

brandcowboy: I think WOM is best understood as endorsement, not branding. It’s the echo of the brand you’ve built. #brandchat

craigritchie: Does WOM really ever “Kill” a brand? Hurt, yes, but other factors are involved when a brand is mortally wounded. #brandchat

jemcgrew: @BPerzanowski Totally agree with you. Social Media can help limit damage and provide spin control. Kodak, Ford, GM and others use #brandchat

GetResults: @neilmckenzphoto WOM, if strong, will catch up w & can change perceptions – FAST #brandchat

SirHendrix: @pmarckworth WOM can only kill a brand quickly if the brand image is weak and brand owners don’t act. #brandchat

brandingexpert: RT @brandcowboy: “I think WOM is best understood as endorsement, not branding.” Agreed. It’s mobilizing your evangelists. #brandchat

2social_soho: build strong relationships with your customers, and chatters to build your brand and create evangelists w WOM #brandchat

McCourtRealtor: Was on a conference call + said U have less than 2 hrs. 2 respond 2 negative WOM w/SM #brandchat

brandingexpert: WOM engines like Twitter are the reason why REAL brand strategy is more important now than ever before. #brandchat

brandcowboy: I worry that looking at WOM as a marketing variable might be a teeny bit arrogant. WOM is a consequence. #brandchat

craigritchie: Brands must increase positive WOM by 7% to generate 1% of business growth — or reduce negative WOM by 2% (London school of econ) #brandchat

neilmckenzphoto: Consumer packaged good cos seemed to employ WOM by their sampling programs – little boxes of cereal in the mail. #brandchat

BPerzanowski: @innovate Think Starbucks, by nature of size, scrambling 2 stay on top social media influence. Absolute critical 2 con’t success. #brandchat

Whistletree: @andrewmueller I believe that WOM is the result of creating a strong brand. It’s the result you hope to happen #brandchat

brandcowboy: @andrewmueller I have a lot of faith in the consumer’s nose for authenticity. #brandchat

andrewmueller: @Whistletree You need to give the customer something to talk about. Positive WOM it is a result of the thing that makes u unique #brandchat

Q2: @garyvee on CNN talking branding, let’s discuss+share thoughts

BPerzanowski: Like @garyvee ‘s analogy of Twitter being like a cocktail party. #brandchat

brandingexpert Um, re: GaryV CNN video: How do you “care” about 350,000 followers? 😀 #brandchat

garyvee – it’s about the convo, it’s about the interaction, they want 2 touch + feel their brand + products #brandchat

GetResults: @garyvee comments strongest – Twitter is WOM on steroids, SM like working a room, but issues w his stand on product placement. #brandchat

brandcowboy: A brand is an election campaign that never ends. All the same chaos, all the same feedback loops. #brandchat

jemcgrew: Twitter is to today what the Television and Media coverage of WWI was to the past #brandchat

pmarckworth: Q2 I liked @garyvee‘s focus on listening and following your passion. #brandchat

GetResults: @andrewmueller +WOM may be many convos w different benefits – what’s important to them and how you make them feel using UR prod. #brandchat

BPerzanowski: Size of following becomes 1-way communication. RT @brandingexpert: re: GaryV CNN video: How do you “care” about 350K followers? #brandchat

brandingexpert: “Eyeballs turn into cash” Wow. Not sure that I agree with that, either. #brandchat

brandchat: Q2 continued: @garyvee says that a product needs a platform, a home, a place 2 live. True or false? #brandchat

brandchat: Q2 cont’d: @garyvee UR listening all the time – you don’t control the brand UR fans do – have 2 have the chops #brandchat

DrFernKazlow: Q2 @garyvee strongest message was interaction +content, essential to be present #brandchat

Whistletree: @GetResults How important is it to make “talking points” part of branding? Should you try to create simple message 2 B shared? #brandchat

brandingexpert: Yikes. “You don’t control your brand?” Game over. GaryV CNN video = bad advice. Sorry GaryV fans…. : ( Just my opinion. #brandchat

andrewmueller: @brandingexpert Gary makes some broad general statements eyeballs can turn into case but far from automatic. example =Youtube #brandchat

innovate: Q2: I like the fact that he says that content is king – too often marketers forget that and just focus on tactical comm. itself #brandchat

neilmckenzphoto: You can care about 350K followers just as you can 35 followers or Not! #brandchat

GetResults: @Whistletree you start with some probes, listen to mkt, reprobe using more and more of their input . It’s all about them. #brandchat

pmarckworth: Q2 what about @garyvee comment that legacy is stronger than currency? #brandchat

brandchat: Agree w/the comment that Twitter + Facebook are TOOLS…just TOOLS, period. #brandchat

SirHendrix: Q2 “you don’t control your message any more, your fans do.” this is a no-sense statement, sorry. #brandchat #brandchat

BPerzanowski: Max positive exposure is good thing. RT @brandingexpert: “Eyeballs turn into cash” Not sure that I agree with that, either. #brandchat

richmeyer: RT @brandingexpert:”Eyeballs turn into cash” Wow. Not sure that I agree with that, either. #brandchat Not accoding to Facebook model

SirHendrix: @innovate content is not king any more, only the basis. HOW you package it, makes the difference (=CONTEXT). #brandchat #brandchat

CathyWebSavvyPR: @brandchat Yes a product needs a home/platform. That’s not new, what’s new is that the “home” is public and comm. = 2way #brandchat

GetResults: @brandingexpert in old consumer products world, U could control brand, now 10% control, maybe. #brandchat

pmarckworth: @McCourtRealtor I agree it’s who comes back, stays loyal and becomes an ambassador. #brandchat

innovate: Q2: At the World Innovation Forum and someone from INSEAD asked a speaker “How do you make money from social media?” – groan – #brandchat

brandingexpert: @GetResults If you only control 10% of your brand, you deserve to fail. #brandchat

BPerzanowski: @neilmckenzphoto @brandcowboy Has 350K but follows only 8K, is that caring about/interacting with your audience? #brandchat

DrFernKazlow: Q2 @garyvee impt of “eyeballs”! U can connect/communicate/care abt 350 K even though U can’t 1 to 1 w/ them #brandchat

wvpmc: Many small biz testing the SM waters discover their brand is more dilute than they expected – need to rework trad mrktg #brandchat

innovate: Q2: Eyeballs don’t always turn into cash – Are we forgetting the lessons of the Internet bubble already? #brandchat

andrewmueller: @GetResults Yes Twitter is forcing the brand to be more creative and think in new and different ways #brandchat

CathyWebSavvyPR: I think that large # of eyeballs is more impt 2 some biz than 2 others. If selling a small, inexpensive item, big #’s can = $$$ #brandchat

innovate: Q2: @neilmckenzphoto – Actually only following 8k of 350k shows that he is an influencer – # of followers by itself is rubbish #brandchat

CathyWebSavvyPR: @brandingexpert Q2: I agree, leadership is impt, but branding is no longer about controlling the message; you must engage cust #brandchat

SirHendrix: the brand message is crucial. it’s purpose is to create a specific intended context for the brand, refered to by the brand name. #brandchat

Q3: Recent WOMMA conference says ‘automation of social media recipe 4 failure’, thoughts?

nrohrbach: Q3: automated soc media is failure. We like to interact with people not robots. Soc Med is about that real connection not spam #brandchat

DrFernKazlow: Q3 Blog in the works on this issue – automation( most uses): How to kill a brand w/out even trying! #brandchat

andrewmueller: content used to be king, now is queen – Conversation is King (via @markcollier) #brandchat

McCourtRealtor: Q3: I agree. It’s all about the convo. Look at us here! If I was just blasting out auto tweets THAT would be negative WOM #brandchat

CathyWebSavvyPR: RT @GetResults @brandingexpert Not at all, control is not the issue, it’s sales as demo of market acceptance. Customers in ctrl #brandchat

SirHendrix: @brandingexpert @GetResults Skoda strategically regained control over their damaged brand image and revitalized the brand. #brandchat

brandingexpert: RT @brandchat: Q3: Recent WOMMA conference says ‘automation of social media recipe 4 failure’, thoughts? #brandchat ABSOLUTELY TRUE.

abrahamlloyd: @neilmckenzphoto See, I don’t think that looks bad. You shouldn’t be judged on your interaction, not your follower ratio. #brandchat

brandingexpert: Q3: The big failures are those that refuse to recognize tht technology merely links humans; tech itself is no solution. #brandchat

craigritchie: @brandingexpert @innovate If we haven’t, I know some great sites I’d like to sell you space on! MAD HITS! #brandchat

GetResults: @andrewmueller Absolutely, when mkts were “mass” brands could identify w lowest common denom. Now, more people selectively choose #brandchat

wiseleo: Automated DMs – bad. Scheduled tweets – good. I am considering scheduling some tweets so I don’t have to do them manually. #brandchat

abrahamlloyd: RT @brandcowboy: A brand is an election campaign that never ends. All the same chaos, all the same feedback loops. #brandchat

brandingexpert: @CathyWebSavvyPR IF you don’t lead, they can’t follow. If you don’t set their expectations, they make them up. #brandchat

nrohrbach: Social Media is supposed to be fun as well as productive. Automated tweets put the F-U in FUN. #brandchat

SirHendrix: @andrewmueller CONTEXT is king (conversation is part of it). #brandchat #brandchat

mariaduron: #brandchat RT @brandcowboy: A brand is an election campaign that never ends. All the same chaos, all the same feedback loops

craigritchie: #brandchat Q3: Tech without Strategy is gimmickry.

GetResults: programmed buying hurt Wall St., Direct Response adv, and “e-blasts” became spam. Yes, automation can hurt – OUCH. #brandchat

andrewmueller: Social media automation defeats the purpose, but guiding “rules of engagement” are a good idea #brandchat

wiseleo: Q3. To expand on that – scheduling things like followfriday will save a lot of time. A relevent promo post every 2 hours is OK. #brandchat

innovate: Q3: You can’t automate social media – Anybody ever tried having a conversation with a robot? – SM is about conversations #brandchat

neilmckenzphoto: Automation for social media/marketing is great if you are just looking for numbers. For building relationships it fails. #brandchat

McCourtRealtor: RT @innovate Q3: You can’t automate social media – Anybody ever tried having a conversation with a robot? – SM is about convo #brandchat

GetResults: @SirHendrix Many recover from brand loss to touch, ambush mkt attacks, other crisis elements. Trust can be rebuilt. #brandchat

BrandAide: Q3: Automation = NON-social Media #brandchat

craigritchie: Content was King? Disagree. Conversation is King? Close. Engagement is King. #brandchat

wiseleo: Q3 @pmarckworth The basic idea is to engage in conversation and to automate the promo messages to reach other time zones #brandchat

andrewmueller: A good strategy with clear values that permiate throughtout the company are automation of sorts #brandchat

craigritchie: #brandchat How about “Experience is Emperor.” ? (TM)

pedalprincess: @craigritchie Maybe, but you need the great content first in order to get there. #brandchat

wvpmc: Q3 for those opposed to automation in general, what do you think about a service like that posts to multiple sites? #brandchat

DrFernKazlow: @innovate: Q3: Like auto-no human on the phone when u have prob, robo calls – Know anyone who likes those? #brandchat

innovate: Q3: Figuring out when to tweet is key – People don’t read Twitter 24/7 at a constant rate – There are hot spots to schedule for #brandchat

abrahamlloyd: @BrandAide: Q3: Automation = NON-social Media #brandchat; Automation in place of conversation is where people go wrong with Twitter.

brandcowboy: Q3: Automating social media? Digital equivalent of an outsourced call center. No. #brandchat

GetResults: @wvpmc Ping can be good provided the sites reached R right ones for same msg. #brandchat

pmarckworth: Q3 I agree – social media is all about interactiona and conversation. #brandchat

abrahamlloyd: Q3: You can’t automate social media, but you CAN automate tertiary elements of your communication strategy. (ex. broadcast links) #brandchat

Q4: What’s UR brand doing 2 create necessary ties to customers + potential customers + rise above all chatter?

ideaAnglers: Q4: We’re engaging folks on twitter, sharing information, being real and appreciating the great WOM we’ve recieved. #brandchat

GetResults: Q4. best formula I’ve found is: authentic self/svc/prod + wide audience + law of attraction + discover, leads to mkt potential #brandchat

brandingexpert: Q4: Fulfilling a clearly articulated brand strategy is what connects – and drives positive WOM. #brandchat

CathyWebSavvyPR: Q4: I find where my prospects hang out & engage with them there.4 point-touch works: LI, FB, TW + Blog = Hire me #brandchat

Thandelike: @brandchat aiming for positive WOM by creating, sharing distinctive and valuable content #brandchat

brandcowboy: Q4 Make CEOs evangelists. Leading begets culture, begets consistent behavior, begets brand. Online or off, paid or WOM. #brandchat

andrewmueller: @brandcowboy absolutely it should be part of their job description and if they are not suited to it, you need another CEO #brandchat

wvpmc: Building bridges between companies + people they want to reach using mix of trad + new media marketing communications tools #brandchat

andrewmueller: @brandcowboy I will take a look, it is key that they evangelize interally as well as externally #brandchat

RobAdvertising: My equation for clients: #brand promise + brand reality = happy customers + more business = sustainable business #brandchat

fairbanksphoto: wvpmcMany small biz testing the SM waters discover their brand is more dilute than they expected – need to rework trad mrktg #brandchat

Pitch, C2A, Plugs etc.

neilmckenzphoto: Pitch: Working on being the most well known people photograper in CO with master photography and marketing expertise. #brandchat

ideaAnglers: Call 2 Action: Visit our new mini-site, offering free 3mo memberships under Depth Finder! #brandchat

brandchat: PITCH: Join the brandchat Facebook page at (expand) + post the Q’s 2 discuss on the wall. #brandchat

nrohrbach: Pitch: I think ouside the box, not off the shelf! Marketing|Graphics|Web #brandchat

brandingexpert: Pitch: for branding videos, articles. The book is <– Updated/Expanded #brandchat

Whistletree: Call 2 Action: Start using Whistletree Conferencing today! It’s free, auto record, save forever, podcasting & webinar too! #brandchat

GetResults: Pitch – Want to learn how to make “it’s all about you, all about them?” Let’s talk. #brandchat

SirHendrix: PITCH: as a mentor & coach for CEOs and entrepreneurs, asking questions that help turn businesses and lives around. #brandchat

McCourtRealtor: PITCH: Connect with us on Facebook at (expand). Place UR positive comments on the wall please! #brandchat

pmarckworth: Pitch – I help people become the obvious best choice for potential clients. #brandchat

jemcgrew: C2A: Visit for communications and graphic design needs. Also check out #brandchat

wiseleo: #pitch Talk to me if you want to grow your business faster. There are simply too many ways how I can help. 🙂 #brandchat

CathyWebSavvyPR: Pitch: 2nite’s #SmallBizChat Topic: How 2 Build Yr Online Brand. Guest: @Zimblermiller host @SmallBizLady & me 8-9 EDT #brandchat

BPerzanowski: Look for my guest post on @rexwhisman ‘s Brand Champions Blog next week. Multi-sensory branding (expand) #brandchat

Thandelike: Pitch: my cultural producer Twitterstream shares resources for writers, travelers, expats, Turkophiles & culturati of all stripes #brandchat

DrFernKazlow: Plug: Luv 2 Talk 2 U abt how 2 maximize/monetize ur biz, brand, & SM thru Power Connecting & Power Branding! #brandchat

grant_tda: RT @BrandRanter: Brand Rants Blog ( (expand)) now on Kindle! Sign up here: (expand) #brandchat

BrandMarketers: This is cost effective non traditional marketing# spoted outside our office on times square.#brandchat

The discussion still remain lively and exciting as we “provide value to branding thought leaders who multiply that value to others”.

We discussed the following questions (Questions are posted EVERY WEEKEND on the #brandchat Facebook page located at  If you would like to focus on a question or topic at a #brandchat, be sure to post your suggestion/question/topic on “the wall” of the #brandchat Facebook page).

Here’s the recap!

Q1: Who should manage/own the community/or tribe established around your biz or personal brand?

gregbd: Q1 #brandchat does anyone really own anything SM? We own our own participation, community owns the brand within the community IMO

Q1 #brandchat even the term ownership isn’t an appropriate term in social media and networks IMO it’s about collaboration and cooperation

McCourtRealtor: Q1: Ownership belongs to every1 in the tribe. Look @ Coca-Cola + their Facebook page. Started by 2 fans, not the company. #brandchat

tmonhollon: Q1 The evolution of PR, marketing impacts both business and personal. Here’s my take: #brandchat

andrewmueller: Q1 No one owns the community, it exists regardless of you,can’t b managed, the opportunity is 2 influence or guide the community. #brandchat

dslatter: Q1 the goal should be to create joint ownership with the community members, let them drive/define #brandchat

employerbrander: One of the most powerful examples of employees in brand collaboration w/ marketing, hr, pr, internal comms = @bestbuy #brandchat

aliciafalcone: Q1 IMO Customers own the brand. As Marketers, we steer it based on many factors including positioning, insights, etc. #brandchat

brandingexpert: Of course I disagree. The brand owns its own community. It motivates users to take a personal stake in it. #brandchat

pmarckworth: RT I agree @brandingexpert: The brand owns its own community. It motivates users to take a personal stake in it. #brandchat

jemcgrew: @brandchat Q1: I feel like there should be someone dedicated 2 looking out for the company brand & that should incl. internalcom #brandchat

tmonhollon: Q1 Forget about Ownership, a “command and control” attitude. Realize everyone can have Membership. We’re all people after all. #brandchat

DrFernKazlow: Q1 – Lose control of your brand – you lose control of your business! #brandchat

employerbrander: Don’t believe co’s own their brand-they manage it-TheBrandGap: your brand is not what you say it is, it’s what ‘they’ say it is #brandchat

BrandAide: Q1 Every tribe needs a leader to challenge the status quo and create the culture #brandchat

andrewmueller: “Managed” or “own” implies that you can tell ur customers what 2 think, u can’t–help them 2 come 2 the conclusion that u desire #brandchat

brandingexpert: @employerbrander Nah. The company leads and users follow. Otherwise, you’re not in business. You’re in summer camp. #brandchat

McCourtRealtor: @BrandAide Yes, I do agree! Every tribe needs a leader + agree w/ @jemcgrew it doesn’t need to be internal comm. #brandchat

pmarckworth: Q1 Effective brand management is inclusive and encourages participation by communinity members #brandchat

DavidSandusky: Q1 the brand manager(s) own the brand…hopefully well #brandchat

McCourtRealtor: @employerbrander I so agree w/U. It’s what THEY say it is..period. #brandchat

employerbrander: @andrewmueller perhaps ‘monitor’ is a better choice of word. Monitor, join in the discussion and engage ppl as part of your brand #brandchat

andrewmueller: @brandingexpert Yes the company leads through example and interaction but does not tell the customer what to do or think #brandchat

DrFernKazlow: Q1 Not abt manipulation or being a control freak – it’s abt brand definition & brand leadership! #brandchat

dslatter: @DavidSandusky no one person should have that function- all touchpoint managers play that role in defining brand #brandchat

DrFernKazlow: Q1 No one suggests that it’s ok passengers on the bus/plane should drive it! #brandchat

employerbrander: @brandingexpert if the company leads – they should be walking the walk and engaging/letting community make the kool-aid #brandchat

aliciafalcone: Q1 Company/individual steers the brand (including experience) against objectives but the community owns the brand. #brandchat

andrewmueller: @brandingexpert The company leads like a spiritual leader not a boss #brandchat

craigritchie: Q1 Members want to be heard, want to engage, but want brands to lead. #brandchat

brandingexpert: Fact is that by far, most users WANT the brand to tell them what to do. Sad but true. #brandchat

andrewmueller: @brandingexpert I think you meant set the expectations “for” the users or customers? #brandchat

jemcgrew: RT @DrFernKazlow: Q1 Not abt manipulation or being a control freak – it’s abt brand definition & brand leadership! #brandchat

DrFernKazlow: @brandingexpert Agree – Ppl are = keeping hands on reins, with strangling the horse ( and passengers too) #brandchat

jwhof: What is the number one thing you do to establish/protect/preserve your personal brand #brandchat

tmonhollon: Q1 The solution: Name & Empower brand ambassadors who can engage & interact w/ authority in brand communities. #brandchat

craigritchie: Q1 @DrKernKazlow I disagree. Many new “social media/community gurus” misunderstand this point. So much rhetoric around this. #brandchat

brandingexpert: Be smart about it: Communities = sales force/evangelists for the brand – IF you know how to run a Branded Community™ #brandchat

dslatter: @jwhof protect your personal brand by being authentic #brandchat

Marc_Meyer: why dont we use twitter and the way its utilizing the brand and its users TODAY as an example…? #brandchat

DavidSandusky: @dslatter someone needs to lead the vision and build great people in managing the brand – everyone is involved #brandchat

pmarckworth: @tmonhollon Brand anbassadors are essential for brand integrity. #brandchat

brandingexpert: @Marc_Meyer Twitter is not a branded community. It’s an aggregation of people. Not centered around a brand agenda. #brandchat

jemcgrew: @brandchat Q1: the CMO position in companies is a good example of a leadership role for Brands. It is also an evolving role #brandchat

dslatter: @DavidSandusky agree brand needs a leader, but requires shared ‘ownership’ #brandchat

aliciafalcone: Which is an opportunity too because many corp brands aren’t RT @dslatter: @jwhof protect your persoanl brand by being authentic #brandchat

brandingexpert: @aliciafalcone Set their expectations of your brand. Is that telling them what to think? Yes, abt your brand, but nothing more #brandchat

tmonhollon: Q1 Reality is, so many brands are terrified of this question. Ironically, response efforts defy participatory nature of the web. #brandchat

DrFernKazlow: Q1 Importance of leadership – when U confuse authentic power&leadership w/ NEGATIVE, U setting up limitation. #brandchat

andrewmueller: @brandingexpert setting expectations is about making a promise to your customers and delivering on that promise #brandchat

gregbd: RT @DrFernKazlow Q1 – Lose control of your brand – you lose control of your business! #brandchat [a brand is held in the mind can’t control]

brandingexpert: Most companies are afraid to embrace “community” precisely b/c they have no idea how to manage it. #brandchat

McCourtRealtor: RT @tmonhollon Q1 Reality, so many brands R terrified of question. Ironically,response efforts defy participatory nature of web #brandchat

andrewmueller: The way you deliver on the promise does as much for your “brand” as the promise itself #brandchat

aliciafalcone: RT @andrewmueller: The way you deliver on the promise does as much for your “brand” as the promise itself #brandchat

SirHendrix: consumers and communities don’t “own” brands. a brand is an asset, and it’s owned by people who can SELL it. #brandchat

SirHendrix: brand communities aren’t owned, they exist through admirers of a brand. they can be created by fans and/or the brand owner. #brandchat

Q2: (by @mccourtrealtor) What brand names are also verbs?

brandingexpert: @mariaduron FEDEX, Xerox and in the old days, Hoover was made into a verb #brandchat

McCourtRealtor: Q2: Google, Kleenex, Xerox #brandchat

DrFernKazlow: Q2 Ahh the question for insomniacs. #brandchat

andrewmueller: @mariaduron It’s because they think they have to manage it, should just join the conversation, the community exists anyway #brandchat

McCourtRealtor: Q2: Coke #brandchat

craigritchie: Q2 @McCourtRealtor Uhm, how do you “Coke” something? #brandchat

DrFernKazlow: Q2 how abt brands that b/c verbs FedEx – that’s brand strength! #brandchat

brandchat: DrFernKazlow Twitter, of course, target, spanx, jolt, puff #brandchat

BrandAide: Q2: What brand names are also verbs? Tivo #brandchat

McCourtRealtor: @craigritchie You don’t but you go get a coke, LOL! C UR point. What I meant was synonymous w/soda, drink #brandchat

brandingexpert: Curiously, the minute your brand name becomes a verb you’re in danger of losing your trademark. #brandchat

brandchat: RT @kfcatoe Rave #brandchat

andrewmueller: GOOGLE #brandchat

brandingexpert: “Google” really goofed when it announced it had become a verb in Oxford dictionary. Serious trademark jeopardy. #brandchat

tmonhollon: Q2 There’s a difference b/t brands that become verbs & brands that become genericized: Both are interesting. #brandchat

Fritinancy: Q2: Xerox, FedEx, Google. Legally, though, a trademark can *only* be an adjective. #brandchat

HOWmag: RT @BrandAide: Brand names that are also verbs: Photoshop. Other ideas? #brandchat

jemcgrew: @tmonhollon Good point…that is why tissues are known as Kleenex #brandchat

jemcgrew: or a Bandaid is now the same as a bandage #brandchat

innovate: Q2 – Creating a brand name consciously with the potential to become a verb is an interesting thing to consider #brandchat

formula623: @lindsay_benson Xerox, Tivo, Windex, Swiffer, Lysol… #brandchat

Q3: (by @davidsandusky) How do you track trust in a brand?

brandingexpert: Q3: THAT’S the thing: Only a Branded Community® builds in tactics & metrics that track things like trust for a brand. #brandchat

jemcgrew: Q3: Focus groups are a good insight into what people think– but also watching your brands image in social media can tell a lot #brandchat

jennrice: Track trust in brand = measure increase in purchase & loyalty #brandchat

kfcatoe: The before and after impact of crisis management? Did they keep their market? #brandchat

tmonhollon: Q3 Crisis seems to be a great indicator of brand trust. Are ppl still eating at Dominoes, KFC? #brandchat

innovate: Q3 – surveys, focus groups, repeat purchase measurement, takeup of ancillary products, social media conversations, etc. #brandchat

aliciafalcone: Q3 Willingness to recommend since the majority of purchase decisions are made based on recommendation. #brandchat #brandchat

andrewmueller: Q3 search google for your “brandname” and “rocks” and your “brandname” and “sucks” results in an estimate of sentimenet #brandchat

jennrice: Also “would recommend” is a good metric #brandchat

brandingexpert: Focus group will tell you anything you want them to say. I always save 5 mins at the end of sessions to prove that to clients 😀 #brandchat

jemcgrew: Is loyalty and trust the same? In this climate how much loyalty is there? #brandchat

tmonhollon: Q3 Then again, trust and brand ubiquity are different. Is a strong brand always trustworthy? #brandchat

andrewmueller: Q3 The real measure is sales, but this too can be decieving, microsoft for example #brandchat

brandingexpert: Proof is at the cash register: If users buy, they trust. #brandchat

aliciafalcone: Q3 Also, customer retention #brandchat #brandchat

dslatter: Q3 tracking the ‘recommend’ metric is only number, doesn’t identfy issues or tell you how to improve them #brandchat

brandingexpert: @brandchat B/C Branded Community® uses management, not software to manage, we have all kinds of metrics others don’t use #brandchat

tmonhollon: Q3 But love, that’s another thing. Do people LOVE your product? Do they build community around it for you? Usually signals trust. #brandchat

brandchat: RT @andrewmueller Q3 The real measure is sales, but this too can be decieving, microsoft for example #brandchat

dslatter: Q3 focus group = herd mentalty #brandchat

jennrice: @dslatter agreed; I identify purchase/loyalty drivers, measure performance against them over time #brandchat

tmonhollon: @jennrice I don’t know. What about the tobacco industry & their history with misleading advertising? #brandchat

brandingexpert: Brands are not to be loved. Brands are for business. Save your love for things w/ beating hearts. #brandchat

gregbd: In the age of Social Media #brandchat we “participate with” our customers, we no longer tell & sell

DavidSandusky: Q3 proper referrals; on brand message by evangelists who are impacted by the values #brandchat

dslatter: @jennrice unfortunately NPS has led many companies down the wrong path because they treat it as just a number #brandchat

jennrice: @tmonhollon: Large doesn’t equal strong. Eventually they’ll fall w/o trust. Walmart good turn-around example #brandchat

neilmckenzphoto: Q3: You track trust in a brand by “tracking” it over a period of time. Could be either qualitative or quantitative. #brandchat

tmonhollon: Q3 Also, why would a brand want trust? Do they really, or do we just talk about it? Are sales + trust always related? #brandchat

dslatter: Q3 problem is that ‘trust’ means different things to different people, and how you earn it is just as fragmented #brandchat

kfcatoe: Q#3 I think following sales metrics and social perception. #brandchat

neilmckenzphoto: Q3: The definition of “trust” in brand should not be fuzzy. Need to reduce it to measurable ideas such as “repeat use” etc… #brandchat

jennrice: Love easier in consumer brands, not so easy in B2B. #brandchat

brandingexpert: Trust doesn’t create sales as much as it creates FUTURE sales and brand extensions. #brandchat

andrewmueller: @brandingexpert Yes brand wants cash and evangelists are free and influencial marketing agents, but why do they do it? #brandchat

jennrice: @mariaduron re: sales = trust, depends on how deep trust goes. Includes trust that your product does what I want? not necessarily #brandchat

brandingexpert: @jennrice WalMart has no brand. They’re just price cutters that remind people they’re poor. Nobody WANTS to go there. #brandchat

jennrice: #brandingexpert Brand is a promise delivered. Walmart delivered low prices; that’s their brand. They’re now working to change it #brandchat

tmonhollon: Q3 WOM: If you’re thinking about buying it, you’ve already lost the point. #brandchat

tmonhollon: Q3 WOM is a reward for being exceptional in an average world. Put your $$ into your product or service. #brandchat

Q4: Word of Mouth – earned or bought? Your thoughts.

jemcgrew: Q4: I think it is a combo…if Oprah is endorsing something it is our best guest whether it is earned or bought #brandchat

pmarckworth: Q4 Definitely earned. Word of mouth comes from evangalists and ambassadors. #brandchat

aliciafalcone: #brandchat Q4 IMO, Earned because people buy from who they know, like, trust. WOM not to be confused with “Buzz” Marketing

BrandAide: Q4: You can spend money on earning WOM but you cannot pay someone for it. Not genuine. #brandchat

neilmckenzphoto: Word of mouth can be “bought” but is surely overtaken by word of mouth that is earned – good or bad. #brandchat

brandingexpert: @jennrice Brand is the promise. PRODUCTS are proof/delivery of the promise. #brandchat

tmonhollon: Q4 Secret to WOM is creating something great & writing a story that spreads and scales. #brandchat

DrFernKazlow: Q4 Both-$ can generate WOM. Branding& good prod sustain & amplify it – AND can generate on its own! #brandchat

dslatter: Q4 celebrity word of mouth is always bought- they do nothing for free, but hey it works- usually #brandchat

jennrice: brand = entire customer experience. Days of brand = advertising promises is over. Too much transparency today #brandchat

tmonhollon: @BrandAide Wal-Mart is a great example. Learned from mistake, then focused on building story & community w/ 11moms: Ambassadors! #brandchat

brandingexpert: WOM can kill a brand and its products even quicker than it can build them. #brandchat

tmonhollon: @jennrice W/ Celebrity endorsement, ppl inherently know it’s an AD. W/ you & me, they don’t. Consumers process this differently. #brandchat

tmonhollon: @brandingexpert Yes, when the system doesn’t scale, there’s bad planning (KFC), or the product isn’t good enough. #brandchat

Yuricon: @brandchat Depends on the source of the negativity. A source that is not respected will not garner much traction. #brandchat

innovate: Q4 – WOM is earned by delivering exceptional value – it can be helped along by having a story that is easy and fun to tell – #brandchat

Valerotti: If ur lost, WOM is word of mouth RT @ brandingexpert WOM can kill a brand & its products even quicker than it can build them. #brandchat

InnovateMarCom: Yes, so many think brand is ur physical look. Emotional brand=Positive a must! RT @jennrice: brand = entire customer experience. #brandchat

SirHendrix: bad word of mouth can easily decrease your sales – if your brand image is weak. #brandchat

SirHendrix: if your brand image is strong, bad customer experience and bad word of mouth cannot easily destroy your reputation. #brandchat

SirHendrix: word of mouth is not only earned but a natural way of spreading brand images. brand owners can foster it. #brandchat

Thank YOU to everyone who participated in the CHAT!  What an amazingly educational discussion about “what IS a brand”?  How do YOU define it?  How do you measure it?  How do you make it bigger? And, how do small brands take advantage of opportunities with large brands falter?

Here’s the recap of high points of the discussion.  Hope you’ll join us next Wednesday, May 13th, at 10 a.m . CST for the next edition of #BRANDCHAT.  To see or suggest discussion questions and topics visit the #brandchat Facebook page at

Sadly, some people said that their employer blocks FACEBOOK (sadness for their grief and frustration that their employer just doesn’t understand the power of this amazing online database!).  So, for those stricken with employers not yet “in the know” the #brandchat questions will also be posted on Monday at in the FORUMS section under NETWORKING.  Of course, if you can join us on the Facebook page – you’ll get the questions quicker…along with some other tidbits!

Here’s the RECAP – MAY 6TH:

Q1: from @bradfordshimp – What makes a brand a brand?

nrohrbach: Q1: brand becomes a brand when it’s more than a logo, when you make it your reputation #brandchat

tmonhollon: @brandchat Q1 Depends on who’s defining it. All stakeholders may have a different definition. Important to consider all. #brandchat

andrewmueller: You have ‘brand” when a critical mass of your customers arrive at at gut feeling about your product, service, or company #brandchat

neilmckenzphoto: Q1: A brand is how the market sees you – can be either good or bad, strong or weak, common or unique. #brandchat

BrandAide: Q1: A brand consists of the feelings, emotion, and opinions “consumers” have about you or your company. #brandchat

andrewmueller What do you consider a “critical mass”? Or, does each company need to define that? #brandchat

ideaAnglers: Q1: The best logo or slogan won’t help a company with poor customer service, branding is about how your customers react to you #brandchat

tmonhollon: Last year, we rebranded our 25-year, $2billion, franchised company. You learn a lot about your brand when you redefine it. #brandchat

DrFernKazlow: Q1: Point of connection betwn U, ur biz, niche market, & marketing where U b/c THE “fix” 4 their prob #brandchat

BrandAide: Q1: You can try to manage that perception to enforce your desired brand but ultimately the market will decide. #brandchat

AllanDeYoung: Q1: when the company consistently delivers upon its promise and becomes recognized for that value proposition #brandchat

andrewmueller: Critical mass is determined by the size of your market- enough consensus among customers so that the feeling spreads orgaincally #brandchat

@tmonhollon Lessons from rebranding: 1) Logo and name matter but are just one part of the package. #brandchat

neilmckenzphoto: Q1:Brand consists of everything you do, products, service, marketing, quality.. and the list goes on. #brandchat

@AllanDeYoung Q1: when the company consistently delivers upon its promise and becomes recognized for that value proposition #brandchat

andrewmueller: @tmonhollon logo and name can help, but are often over emphasized at the expense of customer interaction at each touchpoint.

BrandAide: Q1: A great brand represents a firm or person who follows through with their messaging, has a competitive adv, and fills a need.#brandchat

tmonhollon: @brandchat 2) A brand is a living thing that can evolve to best reflect your values + respond to perception of the market. #brandchat

neilmckenzphoto: Q1: A great logo or name can not make up for shortcomings in other areas of a business or organization. #brandchat

tmonhollon: @brandchat 3) People are a critical part of the brand. Internal and external, they are what truly defines u w/in the market. #brandchat

DrFernKazlow: @andrewmueller @tmonhollon – Agree – name & logo one element -have b/c oversimplification and identification w/ brand #brandchat

tmonhollon: @andrewmueller Absolutely. That’s why it’s important to think of your brand in terms of user interface. How do ppl experience it? #brandchat

neilmckenzphoto: Q1: Can you really “rebrand” a company or are you just “repackaging”? #brandchat

andrewmueller: @tmonhollon “brand” as user interface, interesting idea, maybe better to think of “company” as user interface + brand as result #brandchat

DrFernKazlow: @neilmckenzphoto Yes you can re-brand. It’s not your father’s oldsmobile. Fiats working on it now! #brandchat

andrewmueller: @neilmckenzphoto if you can change the gut feeling your customers have you can rebrand if not you just change your corp identity #brandchat

mariaduron: @neilmkensphoto – I think U can evolve UR brand – which is often how people define rebranding. #brandchat

neilmckenzphoto: Q1:@DrFernKazlow-Oldsmobile would be more like “reinvention” than “rebrand” – much more than a slogan to be successful. #brandchat

DianeRines: #RTathon RT @BrandAide Q1: A brand consists of the feelings, emotion, and opinions “consumers” have about you or your company. #brandchat

Q2: How do you turn a local brand into a national brand?

tmonhollon: Q2 B4 you go national, ask how big a system you can support. Think biz 1st or your customers will feel it & brand will suffer. #brandchat

nrohrbach: Q2: this may seem like a no-brainer, but make sure you’ve succeeded in branding at the local level before going national #brandchat

ideaAnglers: Q2: @nrohrbach exactly, if you’re struggling at the local level, moving National won’t fix your problems! #brandchat

brandchat: @nrohrbach Not a “no brainer”. Have seen many “brands” thinking that they have more chance giving nat’l a go than local. #brandchat

neilmckenzphoto: Q2: To take your brand nationally you must first have a “local” brand. #brandchat

DrFernKazlow: Q2 Your Pt of Connection may morphs or changes when U go from local to national – every aspect must be re-examined #brandchat

DrFernKazlow: @neilmckenzphoto Re-inventing is beginning of re-branding! #brandchat

tomcomber: @neilmckenzphoto Not sure I agree with you there. Plenty of companies have national presence without developing locally. #brandchat

tmonhollon: @nrohrbach Also, ask why you want 2 go natl. Not always the best growth strategy. Regional, service lines might be better. #brandchat

andrewmueller: @neilmckenzphoto disagree completely! You can launch a national brand it is done all the time #brandchat

DrFernKazlow: @brandchat @neilmckenzphoto Sometimes u go local 2 national other times esp w/ internet direct national/ global #brandchat

mariaduron: #brandchat @@tomcomberI don’t agree – think that’s why U see franchisors looking 4 local’s all local + people focused.

Whistletree: @tomcomber Could it be that a brand begins with a niche/focused group and then builds from there? #brandchat

nrohrbach: @tmonhollon this is true, local to nat’l does seem like an awfully big jump, especially if “local” is a small town! #brandchat

andrewmueller: Examples of national brands launched nationally include car companies, internet properties, etc. #brandchat

tmonhollon: @mariaduron Interesting that you bring up the franchise model. Typically, you buy a “national” brand to implement it locally. #brandchat

DrFernKazlow: @brandchat @neilmckenzphoto Sometimes u go local 2 national other times esp w/ internet direct national/ global #brandchat

Whistletree: @tomcomber Could it be that a brand begins with a niche/focused group and then builds from there? #brandchat

andrewmueller: Examples of national brands launched nationally include car companies, internet properties, etc. #brandchat

DrFernKazlow: @nrohrbach @tmonhollon Part of prob going local 2 national/global is ppl afraid of “getting big” & taking their space #brandchat

tmonhollon: @andrewmueller Web-based is a good exception, but with natl brands, sales is still usually local. Feet on the street = sales. #brandchat

mariaduron: @@tmonhollon #brandchat – agreed that happens but it was local somewhere, sometime + created community b4 going nat’l Look @ MickeyD s

bradfordshimp Agreed + they created community online. That was THEIR location, location, location. #brandchat

DrFernKazlow: @bradfordshimp Morning – agree abt internet companies, totally changes biz dev paradigm #brandchat

BrandAide: Q2: National brands also have local brands – depends on how they are managed in your town #brandchat

andrewmueller: problem of going national from local is one of business model #brandchat

McCourtRealtor: RT @neilmckenzphoto Q2:@andrewmueller Nat’l launches start locally w/research – could be many locales. If it works there then exp #brandchat

McCourtRealtor: Franchises all developed local communities (followers) even if that group ‘lives’ online. From there must have biz model 2 grow #brandchat

andrewmueller: Many corporation lauch products as “brands” nationally after local research which is not launch, true for “house of brands” co’s #brandchat

DrFernKazlow: Q2 Always a location, online loc = community, ranking, brand recognition/visibility #brandchat

Q3: Are smaller brands taking market share?

BrandAide: Q3: There are no small brands only small brand managers 🙂 #brandchat

tmonhollon: @brandchat Q3: Niche brands thrive when they R lean, nimble, custom. Small brands that act too big may suffer due 2 less support. #brandchat

Whistletree: @brandchat I feel social media levels the playing field & allows smaller brands 2 capture % of market share they wouldn’t have. #brandchat

christinetonkin: @BrandAide What is the brand manager’s job? #brandchat

bradfordshimp: I see smaller soda brands right next to the big brands more and more – same for other products. #brandchat

tmonhollon: @mariaduron Franchises can be a great balance local v. natl, small v. big, b/c you can act local but get global support. #brandchat

andrewmueller: @brandchat P&G is an example of “house of brands” P&G their products are branded individually + have little cross influence #brandchat

neilmckenzphoto: Q3: Company size is not a condition for having a brand. #brandchat

ideaAnglers: Q3: I’ve even seen LARGE company brand one of their products to look like a “house/small brand.” Even the big dogs see that niche #brandchat

BrandAide: @christinetonkin Brand Mgrs ensure that core values are communicated and felt at all consumer touch points #brandchat

bradfordshimp: What about when large brands stumble? Is your small brand ready to take market share? #brandchat

mariaduron: RT @BrandAide @christinetonkin Brand Mgrs ensure that core values are communicated and felt at all consumer touch points #brandchat

tmonhollon: @ideaAnglers The idea of the niche is being embraced more and more even w/in corporate brand strategies. SM plays a part. #brandchat

McCourtRealtor: @ideaAnglers Yes, big dogs are seeing the niche + that’s why there’s such a LUV 4 social media 2 level that playing field. #brandchat

nrohrbach: @bradfordshimp GREAT point,mom and pop need to be poised to fill a gap when big co. perturbs a vendor or sparks a scandal in news #brandchat

andrewmueller: small co’s take advantage of market niches that big co’s are feel are too small to pay attention to #brandchat

Whistletree: @McCourtRealtor Agree, It’s happening in traditional advertising. How many Super Bowl ads came from Youtube or the like? #brandchat

sjhalestorm: @BrandChat, Q3: SM gives small brands the power to steal market share from the big boys. Little brands can make big noise. #brandchat

bradfordshimp: I don’t think a big national brand protects a company as much as it used to. It is far easier for smaller, nimbler ones to gain #brandchat

SirHendrix: @tmonhollon @ideaAnglers for corporations “niching” would mean active market segmentation. #brandchat

Q4: How are you on a weekly basis tracking your brand?

neilmckenzphoto: Q4: How to measure and track brand? Probably a lot of clients asking their agencies this question. #brandchat

tmonhollon: @brandchat Weekly is mostly digital. Media clippings, Google alerts, Twitter search, blog comments, etc. #brandchat

andrewmueller: Q4 answer = SALES #brandchat

ideaAnglers: Social media, google docs & analytics help us monitor our brand both weekly and even daily. Surveys/newsletter signups, etc #brandchat

DrFernKazlow: @andrewmueller Products may be unrelated but a brand umbrella is formed. What would happen if P & G bought Playboy? #brandchat

BrandAide: @tmonhollon Also data and feedback from internal orgs that interact with market… executive, support, sales, etc. #brandchat

tmonhollon: @BrandAide Definitely. Direct customer & client feedback is invaluable. #brandchat

andrewmueller: @DrFernKazlow would have little effect on the individual product brands – most customers would never know #brandchat

neilmckenzphoto: Q4: The measure of brand that is most important in the long run is sales. #brandchat

MarkoMentor: Building a brand online depends on your communication skills and ability to demonstrate Value #brandchat

DrFernKazlow: @andrewmueller Not true! Many won’t buy ANY P&G products b/c they r IDed as uncaring animal testers. Even if ppl luv prod! #brandchat

MarkoMentor: Its no longer a case of selling to its a case of value attraction #brandchat

andrewmueller: @DrFernKazlow and social media is making this a bigger and bigger problem breaking down the walls of houses of brands #brandchat

SirHendrix: Q4 the measure of brand is brand equity. #brandchat

tmonhollon: @bradfordshimp @prsarahevans likes to say social media is not about ROI, but ROE – Return on Engagement. #brandchat

andrewmueller: @DrFernKazlow social media has made the sharing of infomation +coalescing of groups much easier, there voices r more easily heard #brandchat

SirHendrix: Q4 tracking brand perception is an integrated, possibly niche-specific task. doesn’t make sense weekly. #brandchat

SirHendrix: @andrewmueller @drfernkazlow regarding Procter&Gamble, for the consumers the brand images are with the products not the company. #brandchat

SirHendrix: short-term earnings and short-term mentions aren’t any criterions for the success of a brand. #brandchat

SirHendrix: cust xperience can undermine / reinforce brand image, but it’s not the same. preconceived opinions are stronger than xperience. #brandchat

Thank you to everyone for a wonderful lively #brandchat this week!

The questions for #brandchat May 6th will be posted to our #brandchat Facebook page sometime this weekend.  You can find the page at  OR post a question on the wall there and we’ll include it as one of the discussion items for #brandchat May 6th!

Here’s the recap:

(Q1): from @andrewmueller Let’s talk about this as it pertains to branding: Ford is doing with the “fiesta movement, very interesting

andrewmueller: FYI the Ford Fiesta Movement gave 100 Fiestas to SM trendsetters and asked them to blog vlog about experiences – bold and brave #brandchat

andrewmueller: IMO if ford handles the engagement opportunities properly they can’t loose regardless of the fate of the fiesta #brandchat

jemcgrew: Q1: This is a great move for Ford because they are using new technology to reach the future of there revenue stream #brandchat

neilmckenzphoto: Q1: The Ford idea begs the question can YOU create buzz for your product or is the buzz created for you by followers. #brandchat

jemcgrew: Q1: Also they are doing this with the Ford Fusion Hybrid with their 1000 mile challenge— great momentum #brandchat

jemcgrew: @neilmckenzphoto I think you CAN create BUZZ if the Product is WORTH something to consumers #brandchat

andrewmueller: RT @jemcgrew: Q1: This is a great move for Ford because they are using new technology to reach the future of there revenue stream #brandchat

VitreousHumor: (Q1) Ford’s plan is innovative but necessary because they lack $. But it will show that effective can be inexpensive. #brandchat

@neilmckenzphoto Q1: @jemcgrew The real risk is that the product may not be so great. Did Ford cherry pick its emisarries? #brandchat

bradfordshimp: Q1 I think there is a movement toward letting people interact with and determine the success of brands. #brandchat

VitreousHumor: (Q1) But they need to be careful lest they lose control of their brand message like the Skittles social media web presence #brandchat

mariaduron: @@VitreousHumor Yes, and at least we haven’t had 2 bail them out. I’m wanting 2 C how they’re measuring effect #brandchat

DrFernKazlow: RT @mariaduron: @@VitreousHumor Yes, and at least we haven’t had 2 bail them out. I’m wanting 2 C how they’re measuring effect #brandchat

jemcgrew: Q1: See I view the Ford strategy the same as Ride & Drive events or car show sponsoring but for the digital age #brandchat

andrewmueller: @brandchat even if the product fails, ford can win by showing their customers and audience that they care, this is the greater op #brandchat

jemcgrew: Q1: Kodak has people that tweet about the Zi6 camera all the time because they believe in the product #brandchat

kfcatoe: RT @JEMcgrew: Q1: See I view the Ford strategy the same as Ride & Drive events or car show sponsoring but for the digital age #brandchat

VitreousHumor: (Q1) Because of the viral and interconnected nature of the medium I’m monitoring Ford to see how they measure effect/benefit/ROI #brandchat

mariaduron: #brandchat I’m happy they’ve disclosed what they’re doing unline Wal-Mart + their SM fiasco.

andrewmueller: Ford needs to follow each “brand ambassador and join the conversation on their blogs, vlogs, etc – interact with their audience #brandchat

DrFernKazlow: Q1 will be mny interpretations of motive, how picked emissaries etc- act, fast, SMART monitoring + response essential by Ford #brandchat

BrandAide: RT @Whistletree: @DrFernKazlow I agree, our goal is to find as many un-paid spokespeople as we can:) #brandchat

DrFernKazlow: OOPS -meant active, fast, smart – monitoring and responses #brandchat

McCourtRealtor: @andrewmueller I agree. I believe that interaction is key. If they do that, they’ll experience gr8 success. #brandchat

kfcatoe: RT @andrewmueller: Ford needs to follow each “brand ambassador and join the conversation on their blogs, vlogs, etc #brandchat .

Whistletree: What Ford is doing clearly shows the trend is leaning toward getting the message out with social media networking. Who’s next? #brandchat

AlpacaFarmgirl: Agree w/ @zappos It’s more about relationships & what people pair w/ that brand in their minds than it is about media. #brandchat

McCourtRealtor: @andrewmueller Do they have some1 listening 2 the convo? SM is best 4 listening but not so good if no one’s monitoring #brandchat

mariaduron: @McCourtRealtor I agree. There needs 2 B some1 @ Ford listening, joining in on the convo, participating 4 SM 2 shiine #brandchat

Whistletree: @McCourtRealtor I agree. The only way it works is for companies to build a relationship. Show WHO they are and create loyalty. #brandchat

neilmckenzphoto: Q1: Not to be cynical but if you are interested in Ford you may follow this effort. If you are a Chevy person will you care? #brandchat

bradfordshimp: Instead of focusing only on people with established reach, Ford could help propel someone with this – est. very good vibes to all #brandchat

pmarckworth: @neilmckenzphoto yes it will mostly preach to the choir but others may pay attention #brandchat

jemcgrew: @brandchat Reply to RT — if you are a Chevy person, you might not care, but that isn’t the people Ford is influencing #brandchat

DrFernKazlow: @pmarckworth @neilmckenzphoto Agree- the choir may be most responsive – if done right will capture attention of others & convert #brandchat

(Q2): @zappos shares that he doesn’t like the term “social media” because he doesn’t see it as “media” it’s all social. Your thoughts?

pmarckworth: Q2: how is social media not media? #brandchat

neilmckenzphoto: Q2: @zappos may not see “social media” as “media” but I bet that Ford does! #brandchat

jemcgrew: Q2- I think it is Media because I get my news from twitter and promote my news stories on it #brandchat

brandingexpert: @brandchat Greetings: Q2: When you sell is hammers, everything looks like a nail. He sells shoes, not media. It’s media. #brandchat

BPerzanowski: @brandchat It’s the new way of marketing as demanded by market forces. Social media, customer engagement. #brandchat

jemcgrew: Q2: It is like an interactive AP wire and more #brandchat

nrohrbach: Q2: Media is a medium of cultivation, conveyance, or expression. Last time I checked what the world calls “social media” is media #brandchat

bradfordshimp: Its more like user generated media, and social networking (as compared to social media). #brandchat

DrFernKazlow: @brandingexpert @brandchat Agree it’s social and it’s media! #brandchat

BrandAide: Q2: Def of media: the means of comm, that reach or influence people widely. SM is less filtered media than traditional sources. #brandchat

DavidSandusky: Q2 it is media, and we are part of it, socially. #brandchat

brandingexpert: @DrFernKazlow Yup. Funny how ppl always try to stuff what they don’t know into a box of what they DO know. 😀 #brandchat

barbonne: Q2 I get initial reaction, but media is plural for medium. So what’s the problem? #brandchat

brandingexpert: @brandchat Q2 Depends on your def of media. To me, it’s ANY channel that delivers your message. #brandchat

innovate: Whether Twitter is part of “social media” depends on how one uses it – @zappos doesn’t use it as media – but to converse #brandchat

Whistletree: Social Media is RELEVANT media. You can find media that’s relevant to you instead of what the BIG networks want to be relevant. #brandchat

bradfordshimp Changing the name of something doesn’t matter, it is more about changing the perception, which is what I think #brandchat

DavidSandusky: Q2 I am sure @zappos embraces how his great following is influencing traditional media #brandchat

brandingexpert: @brandchat And b/c there’s no overhead as with traditional media, SM gets the word out much faster. #brandchat

pmarckworth: social media is media without the editors #brandchat

barbonne: Q2 People [and zappos] think of “The Media” as in non-biased (supposedly) journalism. But def. of media much broader. #brandchat

brandingexpert: @brandingexpert You know SM is “media” when traditional sources (CNN, FOX) get THEIR news from Twitter! Duh…. #brandchat

AlpacaFarmgirl: Brands don’t have to be “in your face”. Create awareness. Be available. Monitor. Less Media talking TO, more people talking WITH. #brandchat

GetResults: @brandchat Getting word out quickly must B balanced by getting out right word – w or w/o O/H, media has duty 2 “get it right” #brandchat

brandingexpert: @DavidSandusky Exactly. How can new/social NOT be considered media? What you USE it for is another story. But a tool is a tool #brandchat

Whistletree: Social Media levels the playing field. Small biz can compete against BIG biz, if sm. biz is better at relationships, they win. #brandchat

andrewmueller: Media: the means of communication, as radio and television, newspapers, and magazines, that reach or influence people widely #brandchat

barbonne: Q2 Interesting… @andrewmueller …an attempt to be percieved as contributing value rather than recieving benefit #brandchat

andrewmueller: Tonys, dislike of the term “social media” is an attempt to be percieved as contributing value rather than recieving benefit #brandchat

GetResults: @barbonne Q2 there is media slant & media bias – POV is inescapable – discerning the difference, or being able 2 is critical. #brandchat

GetResults: @bradfordshimp Changing name/brand title is easy. Shifting brand’s sustainable identity takes time, + reinforcement, trust. #brandchat

AlpacaFarmgirl: RT @Whistletree: Soc Media levels the playing field. Small biz can compete against BIG biz if smbiz is better at relationships. #brandchat

andrewmueller: @brandingexpert I would not consider direct mail “media” as it is not broadcast and not a channel of open access #brandchat

brandingexpert: @andrewmueller And yet among pro’s offering services, direct mail is very much a medium. #brandchat

(Q3): Twitter is now 3 yrs old. What are some great examples of how great brands are using this channel?

AlpacaFarmgirl: Q3: @KingArthurFlour and @TheNegotiator are both great examples of brands successfully interacting on Twitter. #brandchat

innovate: @alaskair ran a great two-week promotion of 24-hr only 30% off sales (different city every day) #brandchat

bradfordshimp: Q3 – Intuit does a great job with Twitter – providing useful info and making themselves more accessible #brandchat

mariaduron: #brandchat – just heard some1 say 2 “fish where the fishes are” – answer 2 Q3!

BPerzanowski: #brandchat @southwestair is engaging customers in a manner consistent to the Southwest brand experience.

brandingexpert: @brandchat Q3 I’ll tell you one brand that SHOULD be using SM and is NOT: CraigsList. They should be tweeting crisis control. #brandchat

innovate: Q3: @windowslive (Microsoft) is using Twitter to help maintain the strength of their user community #brandchat

DavidSandusky: @brandingexpert no kidding! craigslist needs to seperate their name from the word “killer” now #brandchat

bradfordshimp: Another brand that gets is is @SmartDraw – they provide lots of value on their blog and tweets. #brandchat

t_s_f: @brandchat Craigslist is doing fine. Ther job is to be a message medium not a social medium. #brandchat

mariaduron: I think @batchblue gets it too #brandchat

barbonne: @BPerzanowski Yes, SWA is great example bcs of “brand consistency” as you said #brandchat

innovate: Q3: Craigslist should have Twitter accts for category/city pairs and use feeds to populate as items are listed – ie Seattle Shoes #brandchat

t_s_f: @brandchat We focus on those sites whom we can develop relationship with. we are not interested in numbers rather quality. #brandchat

DavidSandusky: @t_s_f but craigslist could quickly provide damage control by participating in SM #brandchat

brandchat: Rt @brandingexpert @DavidSandusky Agreed.Craigslist lost control of brand. Now defined by the media/public as the deviants’ media #brandchat

andrewmueller: @brandingexpert craigslist never had control of their brand, never had a brand strategy #brandchat

BPerzanowski: @brandingexpert Have a social media risk mitigation plan in place to prepare for less ideal situations that undoubtedly arise. #brandchat

andrewmueller: can we agree that “media” is an open channel for the dissemination fo information? #brandchat

brandingexpert: @andrewmueller Agreed re: Craigslist. Also, if media requires broadcast, is print not a medium? #brandchat

t_s_f: @DavidSandusky How can they do that? They are nothing more than a messageboard where people are advised to be careful. #brandchat

DrFernKazlow: @t_s_f Craigslist can be more effective at being message medium, if they use social media 2 support tht.Zappos still sells shoes #brandchat

brandingexpert: RT @BPerzanowski: Have a social media risk mitigation plan to prepare for less ideal situations #brandchat You’d think Craigslist would

DrFernKazlow: RT @brandingexpert craigslist never had control of their brand, never had a brand strategy #brandchat

DavidSandusky: @t_s_f nothing more than a message board could be the beginning of the end, gotta innovate #brandchat

andrewmueller: @DavidSandusky IMO craigslist has not innovated in years, they are a web 1.0 company running 1995 technology #brandchat

(Q4): Tons of social networks, tons of profiles to create. What’s your criteria in selecting the right ones for your brand?

BrandAide: @brandchat Q4: If customers are there it is worth looking at #brandchat

innovate: Q4: My two criteria for social media investment – #1 – Can I deliver value consistently? – #2 – Is there an ROI on my time? #brandchat

bradfordshimp: Q4 – I think you need to get good at 1 or 2 things before expanding, this goes for social media too. #brandchat

bradfordshimp: You have to ask yourself, what is my desired goal, before you invest your time and energy into something. #brandchat

pmarckworth: Q4 Social media is about conversation. Select based on who I want to talk with. #brandchat

andrewmueller: Social media ROI can be measured, but not very effectively by the traditional notion of ROI’ #brandchat

BPerzanowski: @brandingexpert As with many, risk implications are afterthought. Often difficult to imagine the shape could possibly take. #brandchat

nrohrbach: Q4: I think all SM outlets can cater to any business today. Just focus on one, master it , move to the next. #brandchat

GetResults: @brandchat Q4 -Value & ROI – SM in unique position 2 provide value. ROI always resisted in media, SM, 2 – also how 2 measure #brandchat

brandingexpert: @BPerzanowski Um, risk and downside are part of planning your brand strategy. A lot more to think abt than logos…:D #brandchat

DrFernKazlow: @kendallthiessen Than focus on community vs control “should” be part of their brand/brand strategy! #brandchat

BPerzanowski: Challenge w/ many mktg initiatives is need for ROI. Not easily attributable to 1 initiative; makes justification 2 CFO difficult. #brandchat

kendallthiessen: @DrFernKazlow I agree but I think people equate brand strategy and control. similar issues when I worked with open source types #brandchat

kendallthiessen: @DrFernKazlow Somehow open source community eschewed anything that looked like mngt and many suffered as a result #brandchat

DrFernKazlow: I show entrepreneurs how 2 remember m&m’s: maximize & monetize biz,brand& social media thru PowerConnecting #brandchat

innovate: We help people execute great conversational marketing OR build a culture of continuous innovation in their organization #brandchat

@andrewmueller: I solve problems by helping CEO’s and execs devise + impement strategies and tactics to get specific results #brandchat