How can a firm use social media in branding Research Paper

How can a firm use social media in branding - Research Paper Example This study looks into Apple Incorporation as a big name in the computer and electronic industry. The company is known for its continuous innovation and innovative products. Apple is famous for the different ideas and strategies in comparison to the competitors and as a result create a clear edge competitive advantage in the market. In this section, the social media marketing strategy of Apple has been evaluated along with the explanation of the consumer issues and needs. Social media marketing is gaining popularity rapidly among different organizations. It has taken important place in the Integrated Marketing Communication (IMC) strategies of the organizations. Social media marketing allows the organization to communicate and interact with the target market in more easy and convenient manner. Different social media sites and blogs provide the organizations with the platform to interact with the customers directly. These social media platforms also allow the customers to raise any que ry or issue related with the products of services of the organization. Owing to the high importance of social media marketing, it is being used by almost all organizations as a branding tool in order to formulate and communicate the brand image and identity. The brand image and brand identity of any organization or product is directly dependent on the perception consumers built about that particular product or organization. In this regard, the online presence of the organization contributes towards formulating consumers’ perception. ... Social media marketing allows the organization to communicate and interact with the target market in more easy and convenient manner (Mangold & Faulds, 2009). Different social media sites and blogs provide the organizations with the platform to interact with the customers directly. These social media platforms also allows the customers to raise any query or issue related with the products of services of the organization. Owing to the high importance of social media marketing, it is being used by almost all organizations as a branding tool in order to formulate and communicate the brand image and identity (Chan-Olmsted, 2011). The brand image and brand identity of any organization or product is directly dependent on the perception consumers built about that particular product or organization (Hawkins & Mothersbaugh, 2009). In this regard, the online presence of the organization contributes towards formulating consumers’ perception. Apple Incorporation has been coming up with di fferent marketing and promotional strategies in order to attract more and more customers. However, it is important to acknowledge here that the social media marketing strategy of the company has been under serious criticism by different analysts and also the customers. The management of Apple has been only focusing on maintaining the online presence through the itunes and Apple Application store. The main focus of the organization is on the different innovative and high quality electronic products (Subramanian, 2010). Apple does not have any official facebook fan page and twitter account. Although, Apple maintains some discussion forums, which are for replying to the queries and questions of the customers, but unfortunately the staff and employees at