What is "sociobranding"

SocioBranding is an approach to brand management that integrates traditional advertising creative strategy and tactics with those utilizing social networking vehicles. The process allows companies and their brands to reach both business and consumer targets not only on the external level but also on a lifestyle level, allowing the brand to become part of the social fabric of the customers’ lives.

Traditional media speaks to a target audience in a one-way fashion. This allows the brand to build awareness and convey its messaging to help shape and define its image. However, the advent of social media has provided brands with the ability to massively interact with their target audience and create a fan base of customers willing to champion the brand. The brand moves beyond shouting at the audience to interacting with them in a more casual and trusted manner.

The approach is strongest for consumer targeting but is also a valuable tool in developing and managing B2B relationships as well. Professional networking sites have created access to what amounts to virtual conferences or trade shows. Brands can connect instantly with industry peers nationwide or even globally. The result is a powerful integrated method for managing the brand across customer types.