Social media and marketing

In his article, 'The Brand Called You' for Fast Company in 1997, Tom Peters coined the term 'personal branding' and since then the concept has been in full swing. What you wear, what you do, how you do it, how you behave or respond­-all those activities largely contribute to your personal branding. Regardless of the fact of whether you like it or not, you do have a personal brand which you can manage in a proper way.

To be sure, your next employer very well may check your brand on social media; one errant conversation with a friend or compromising photograph taken out of context could mean the loss of employment. Consider now how this information could be useful to organisations and marketers carefully crafting marketing mixes, plans and branding measures for their latest product or service. How might the potential for out-of-context comments, images or reviews on social media derail such carefully crafted product or service brands?

Reference:

Peters, T. (1997) The brand called you [Online]. Available from: http://www.fastcompany.com/28905/brand-called-you (Accessed: 16 June 2014)