[All too frequently, companies confuse social media marketing and social networking as being one in the same. Challenger Brands recognize the subtle yet vast difference between the two and capitalize on both. Challenger Brands know that social media is a way to share information with a broad audience and often times use social networking tools such as Facebook, Twitter, etc.
Challenger Brands recognize that social networking is truly an active engagement with like-minded individuals with similar interests who bond as a community. Challenger Brands realize that, like other media, (television, radio, print) social media is a system that disseminates information to an audience. Challenger Brands know that social networking is a process of two-way communication where congregations of like-minded people join together to share experiences in a conversational style such as town-hall meetings. Challenger Brands recognize that active participation in social networking has a somewhat measurable return-on-investment through increased web traffic. Challenger Brands also realize that social media requires a little more faith and belief in the “brand buzz” factor. Challenger Brands know that social media is hard work and requires time. Likewise, Challenger Brands know the value to be gained from an exponentially growing network of brand loyalists through social networking.
Challenger Brands know and appreciate the difference between social networking and social media marketing and position their brands accordingly. Are you a Challenger Brand?