The second book I have been reading is about branding and how to communicate through brands on the social web. When it comes to branding and marketing, the social web is for sure a very important and efficient tool. It is also a cheap way to spread your message (if you are lucky and skilled enough to do it in the right way) and therefore something important to consider for charity organizations. The more money you have for charity, the better, right?
One important thing you have to think about when developing and communicating your brand is that you have to stand out. And in order to stand out you have to do something special that makes people notice you. Another important thing is that you have to keep your promises. It's all about what you are doing, not about what you say that you are doing. A brand can be defined as a person's gut feeling about you, your product, your organization, and if you don't live as you learn, that person might not give you another chance. So, think about that.
The book is called Nya tiders varumärken - varumärkesbyggande kommunikation på den sociala webben (written by Lena Carlsson). It provided me with many interesting and relevant ideas for our project - I'm sure many of them can be used in one way or another.
When talking about brand communication, one key to success is to make people feel engagement. The social medias which encourage interaction sure are good tools for this purpose - the question is how to make this happen. We will probably be struggling with the answer, or rather the answers, during the next few days to come.
//Heidi
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