Social media is a way for people to attempt branding: the idea of attaching a name to a product. What is the first thing that comes to mind when the word “phone” is mentioned? It would probably be either Apple or Samsung. What about “Bill Gates”? Microsoft. That is the effect of branding. Essentially, it is making a name nearly synonymous with a product or company, creating its unique identity. This identity becomes a household name which lends it credibility and thus makes it marketable.
Above is Tom Dickson, the CEO of Blendtec, attempting to blend an iPhone in his famous series “Will it Blend?”. In his series of YouTube videos, he blends various objects in order to promote his own product, a blender. Why does he choose an iPhone instead of a block of concrete? Marketing purposes. How is that achieved? The objects he blends are lending credibility to his blender because the objects themselves are reputable and used by many people. As a result, his videos became extremely popular and Tom Dickson and his company Blendtec became household names. Blendtec experienced a 700% increase in sales over the course of 3 years, much of it attributed to the blending videos (Dutta 2).
Social media isn’t just a platform for companies to promote their brand — people can also use it to promote themselves. For example, Justin Bieber was originally an unknown singer who eventually became famous via YouTube when professionals discovered his talent and reached out to him for a real career. It’s not just because he was at the right place at the right time, but because he offered something unique that suited the needs of whatever company decided to hire him. It is possible for anyone to receive a job using social media. It isn’t limited to YouTube — there are many more options such as LinkedIn, Facebook, Twitter, or anything else that comes in the future. LinkedIn is a great way for professionals to present their skills to a potential employer in order to brand themselves as an efficient worker.
The most important thing to remember before marketing yourself is to be unique. Do something no one else has, or have something no one else does. However, the action or quality must be marketable to the company you expect to work for. You want to brand yourself. Make your identity something you wouldn’t regret being a part of, and make it recognizable.
Dutta, S. (2010). What’s your personal social media strategy?. Harvard Business Review, 88(11), 127-130.
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Osborne, B. (n.d.). IPhone 4 meets end via blender, sniper fire, and microwave. November 1, 2014.
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Qualman, E. (2012). Socialnomics: How social media transforms the way we live and do business. John Wiley & Sons.
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Your Source For Branding. (n.d.). Retrieved November 1, 2014.
Retrieved from: http://modernobserver.com/marketingcommunications-2/branding/