Social Control

10 March 10

The world of media is constantly evolving and brands that have stood the test of time in one type of media may want (or need) to stay relevant by shifting their presence into another type of media. From print to TV. From TV to web. From web to social media. You get the idea. How can a brand do that effectively?

The most important thing is this: The fundamental experience that your audience feels when they encounter your brand in one media should be the same kind of experience they encounter in the other media. In general, the newer the media, the more the engagement. That doesn't change your brand's message, it changes how you communicate the message to your audience.

Here's what that means, specifically:

1. Don't try to shoehorn your brand's definition into a one that you feel will fit into the new media because that's how other successful brands have been using that media. You'll damage the brand with the disconnect and repel your audience.

2. The emotions that people are meant to feel when they engage with your brand in one media should be the same emotions you want them to feel when they engage your brand in another media.

3. Elements like the navigation and copy need to be congruent across media types. (That's not to say that you can copy and paste your content and user experience from one media to the next but rather that they need to have the same feeling).

Check out some of our work (http://www.socialcontrol.com/work.html) and you'll notice exactly these concepts in action. And if you need help taking a step into another form of media, you can see a list of work we do here (http://www.socialcontrol.com/about.html).

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