Building a connected brand and business

Building a connected brand and business

Evolving a business for the connected world can be challenging. Many marketers have told us that they know social is important, but they don’t know how it affects the way they run their business and build brands. A recent Forrester Consulting study commissioned by Facebook showed that 71% of marketing leaders surveyed believe companies can gain a competitive advantage through social media, yet only 33% currently have a long-term strategy for becoming a social business.

With that in mind, Facebook launched a series of white papers or “Social Business Blueprints,” to have these discussions with marketers and share best practices for how marketers and business leaders can tackle some of these big challenges. 
 
The first topics we addressed are the way that brands get built and how organizational design must evolve to execute in the connected world. To provide a foundation for our papers, we commissioned Forrester Consulting to conduct an online survey of 101 VP- and C-level marketing professionals and interviewed 12 CEOs, CMOs, and VPs of marketing. We also compiled many of the stories we’ve experienced first-hand with our clients. 
 
76% of the VP- and C-level marketing professionals surveyed in the Forrester Consulting study agreed that social media is important for brand building and 72% agreed that it is important for customer loyalty. Furthermore, 59% of the VP- and C-level marketing professionals surveyed marketers in the Forrester Consulting study believed that companies that don’t fully embrace social media will not survive in the future. 
 
To help businesses start building their long-term social strategy, the brand blueprint walks through six steps to build a connected brand and the organization blueprint highlights examples for how social can impact every customer-facing part of your organization and the leadership it will require to execute across your organization.
 
This is just the beginning—we hope you join us in an on-going discussion on these topics. We’d love for you to help shape the next topics we explore. What are the issues holding you back from driving deeper social change?

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