Digital branding in the new internet marketing age is creating the need for marketers to understand how they can measure social media interactions with their brand, how to measure social brand loyalty and create social brand equity. Companies are more and more interested in learning how to make social media work. There are many assets on the internet that a company can create using Facebook, Twitter, Youtube and many other such channels. And then this creates a need for them to manage their digital presence and brand.

Here are some channels that companies have frequently started to build:

1. Facebook Fan pages
2. FB Connect
3. Twitter Channel
4. SEO and Ad Targeting
5. Social media enabled company web sites

But the HOT question still remains – What next? How to set goals and identify gaps?

Here are some of my recommendations:

1. Revenue Growth: The social media activity needs to have a strategy to increase revenue. It is important to choose social media tools and tactics that align with increase in engagement to ultimately drive revenue growth. This is a distribution channel to leverage information you develop daily. Don’t be afraid of social networking or Twitter. Virtual Goods and Gaming are huge opportunities as are fun quizzes and polls and other lead generation activities.

Continue Reading my post on Active Garage: Social Media BRANDing – 5 tips to make it work