Brand image e social network (parte 2)

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Per cominciare a parlare di pubblicità del brand legata al social network, possiamo partire da una recente inchiesta sviluppata dalla rivista Forbes che nello specifico si è occupata di analizzare un po’ di brand che come prima cosa ci permettono di “innamorarci di loro”.
Come ci si può innamorare di un brand? Semplicemente utilizzando la storica tecnica psicologica dell’attaccamento emozionale, ovvero la stessa metodica che interagisce con l’attaccamento alla religione. E cosa più del social network può essere veicolo di informazioni e sensazioni in questo periodo in cui, l’utente medio, controlla il suo account di Facebook prima di prendere il caffè alle 7 del mattino?

 

Sicuramente questo è un buon inizio per le Aziende. E chi nel social network vuole ritrovare se stesso, sentirsi amato da chi ci circonda, ed anche dalle pagine a cui ci si iscrive e che si segue per sentirsi coccolati, ecco che abbiamo trovato le “prede” migliori dal punto di vista aziendale. La lotta del marchio è quella che prevede l’identificazione dell’utente nel brand stesso. Senza cadere nei discorsi che parlano di retorica e di fuga dalla realtà attraverso gli acquisti, ecco che ci basta comprendere come l’utilità (o a volte l’inutilità) di un social network può far brillare qualcosa ai nostri occhi, anche se non c’è nulla di luccicante.

 

I potenziali 800 milioni circa di clienti acquisibili attraverso un post su Facebook, sono tutti coloro che per attaccamento al brand, vanno a cercarlo anche (oltre che su un motore di ricerca qualunque) sui social network come quello di Mark Zuckerberg.

 

Un post ricercato dalla magica funzionalità “chi ne sta parlando”, aiuta a comprendere il valore della brand image attraverso il numero di commenti e soprattutto attraverso le reaction che il prodotto scatena. Nel momento in cui quindi, un acquirente di un qualsiasi prodotto, lo condivide sul social network perché lo sente suo e di conseguenza scatena delle social reaction, questo tipo di situazione, secondo gli esperti, porta ad una felicità virtuale (pubblicità gratuita per le aziende).

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