In this feature article, Graham Freeman at Five By Five argues that social media, far less being just a marketing tool, is about the way companies should be communicating across every part of their business. He explains brand tool kits should be updated and enhanced to cope with the uncharted territory social media brings, and that brands risk disappearing if they fail to differentiate from others and need to be relevant, trusted and accessible in order to survive.
How to differentiate brands in the social media environment
The changing media environment means that our brand toolkit has had to be restocked. However Graham Freeman at Five By Five argues that social media is not just about marketing, but about the way we communicate across every part of our business.