"Brand Buzz" On Steroids
Marketing Brand Buzz defines a product or service interaction between consumer/users by amplifying or changing a marketing message that either invokes a positive or negative emotion, energy, or expectation. It’s generated through marketing pursuits by a brand owner or the result of public awareness via social media (Facebook, Twitter, Instagram and YouTube).
Terms used to describe buzz in the business community include:
- Volume (the number of interchanges related to a product or topic in a given time period)
- Rating or Level (qualitative measure of positive or negative sentiment or amount of engagement associated with the product).
These buzz channel Measurements include:
- Visits, views, mentions, followers and subscribers
- Next-level measures such as shares, replies, clicks, re-tweets, comments and wall posts provide a better indication of the participants' engagement levels.
Your Company’s Social Media Buzz Posts Matter
Social Media Users & Brand Interaction
A 2019 survey of 1,000 consumers asked which traits they want brands to portray online and what action-specific brand image (humor or friendliness) prompts a response as seen below:
- 88% of consumers are annoyed when brands mock their fans
- 75% of consumers appreciate humor from brands
- 71% of consumers find brands engaging in politics online annoying
Brand Personality: the More Authentic…the More Effective Your Message Becomes
Brand personality connects your product and consumers and reflects what your brand stands for. It should be the standard running through all of your marketing and creative initiatives.
Tweak and Measure:
Consumers feel strongly about what they want from social platform brands. Across all age groups, 83% of consumers look for key characteristics of your brand’s personality revealed on Facebook which defines the greatest mix of content formats and target appropriate audiences.
Each product brand you have requires that you understand your audience and:
- why they’re use it?
- What content they expect?
- What is their threshold for your marketing push?
- What trends has this engagement rendered?
Once you answer these questions you can determine which platforms need more personality and which are okay.
Balance Between Cool and Annoying:
Navigating the line between annoying and cool requires that you either ‘hold’ or ‘mold’ your brands’ identity (why people like/use it) to what they expect. Then, talk to your audience the way they talk to you. Provide them with what they’re looking for—not what you want them to look for.
Humor on social doesn’t drive ROI, and depending on your industry, a humorous social presence isn’t your audience’s top priority. So, focus on what the majority of consumers want and what any brand - regardless of industry – provides to them: an honest, helpful, friendly connection.
Bragging can backfire as well. If snarky Tweets and humorous memes dominate your product’s personality, you may lose devotees. It is a fine line so focus on giving consumers the brand buzz they want: honest, helpful and friendly content. View: in-depth US 2019 Report (select country):
Is your social branding buzz working for you? If not, HQZ Experts helps clients define the scope of their company’s social brand buzz outreach. Call us: 949-454-6149 or email