The evolution of social media has redefined human interaction and communication. In fact, in the most remote places in the world, one shouldn’t be surprised that even when the people living in such places may not have the basic necessities of life, they understand the meaning of ‘Facebook’ and how it relates to their everyday life.
What does that tell us? Facebook as a social media tool is a language that is common between the developed and the developing world. It is a platform that connects people globally; and one that people use to express ideas, emotions and what they think about certain issues. The truth is that the reality of Facebook as a platform for human interaction is a fact that the world is still exploring and has come to accept.

It all started as a platform for social interaction for friends and family, but has evolved to become a tool for marketing and branding; leaving people with new experiences that keep them going back to the site. This keeps them exploring to discover what more the platform can be used for. With this powerful social media tool, one can keep abreast with latest information as it unfolds.
Today, people no longer need to change regions before they are able to have a feel of what their friends, prospects and clients want; they can simply tell from their engagement with them on Facebook. What they think, feel or want can be known with viable engagement that seeks the opinion of those they have segmented as their target. We can say the evolution of Facebook has redefined the way we interact and also affected the way we do business. Professionals have taken advantage of the platform to redefine branding and marketing. The perception of the public about an individual, a product or service is now highly dependent on how they are positioned on social media. People tend to relate more with that virtual entity they see online before meeting that individual in reality. So, Facebook as a social media tool says a lot about your brand as an individual and as a corporate organisation.

The misery today is that so many people don’t know that as an individual, they are representing themselves as a brand while for organisations; they don’t know that the quality of their engagement on Facebook gives the public a particular perception about their products or services. Brand misrepresentation is vastly spreading on Facebook and people do this when they expose their personal issues to the world, when they post nude pictures on the internet and when they say things that do not represent their personality or organisation. But when your brand is represented and your goals are communicated, it simply means you are fully represented virtually and in real time.

Marketing is another aspect of business that has been redefined by this powerful social media tool called Facebook. Marketing has gone from the norm we used to know; it’ gone from traditional media to social media. And for an organisation to totally succeed in doing effective and efficient marketing in this modern age, both traditional media and social media have to be synergised.
To correct this mis-representation of brand as an individual or as a corporate organisation, I recommend the following steps:

• Make sure that your profile represents you. You can do this by being honest when filling your profile.
• Put a social media policy in place to guide you as regards when to post and what to post when it comes to your brand as an individual or an organisation.
• Be deliberate about what you post and take full responsibility for it.
• Know your defined audience and post content that appeals to them.
• Make your content short, and give the content a direction.
• Define a clear goal and what you want to achieve with your social media presence.
• Engage your audience and also seek their opinion.
• Make sure your posts are informative and relevant to your readers.
• Be consistent in your posts.
• As an organisation, use ‘call to action’ when necessary.

When all these are taken care of, what that means is that your social media page reflects your originality and will fulfill the reason for which you created it.
“Think of yourself as a brand. You need to be remembered. What will they remember you for? What defines you? If you have it in you, do something that defines you. Invent something, develop a unique skill, get noticed for something — it creates a talking point.” ― Chris Arnold

By:  Benneth NJOKU


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