“Social media is going nowhere; it isn’t some passing fad. You need to go to your customers: Get involved in social media.” This quote is attributed to Lori Ruff, a social media expert, and was reproduced for various online sources. It is certainly a worthwhile piece of advice. Social media is not simply a transitory craze that will disappear again. Social media is also not just any other media channel. There are different rules of engagement here. Users of social media channels are not only mere recipients, they are now also active participants in the world of advertising. They hold their purchases up to the camera or pose with products, and in doing so they contribute – in an ideal world – to increasing brand recognition and projecting a positive image of the brand. New methods can now be applied to ascertain exactly where and in what context brand images are being shared on social media platforms. You can discover more about this in the latest Focustopic.
Claudia Gaspar, GfK Verein