Branding, from the business point of view, should be designed to differentiate your product from all others. Looking at it from the new media point of view, you have to be unique and adventurous in order for your brand to gain favourable influence on-line.
A lot of people know what new media is, but some people still confuse it with social media. First of all, new media is a generic term for the many different forms of electronic communication that are made possible through the use of computer technology, compared with ‘old’ media forms such as print newspapers and magazines that appear static.
New media includes websites, chat rooms, email, on-line communities, web advertising, DVD and CD ROM media, virtual reality environment, telephony, digital cameras, streaming audio and video, mobile computing,.
However, social media includes Internet or mobile phone-based applications and tools to share information among people. Social media includes popular networking websites like Facebook, Google Plus and Twitter; as well as bookmarking sites like Digg or Reddit. It involves biogs and on-line forums with an interactive presence which allows individuals’ ability to engage in conversations with one another, often as a discussion over a particular biog, post, news article or event.
Many Nigerians, like others in different parts of the world, make use of social media mostly on their laptops, desktop computers, and on tablets. Also, experience has shown that many Nigerians access the Internet with their smart phones mostly; thus they make use of the social networking apps embedded on the phones.
Using new media for branding entails more than just social media sites. Today, brands are born, not made. A brand must be capable of generating favourable publicity. It goes without saying that instant access to information has fundamentally changed the way we use the media. And the rise of smart phones allied to the incredible popularity of social media has taken the importance of the Internet to an even higher level.
Some of the ways you can increase your brand value, using new media, are: raising your profile on-line, one of the websites you can be on is LinkedIn, this is professional social networking site that can open you up to many people from different parts of the world.
This is the place to tell people about your achievements, whether as an individual or as a company. Regular and well informed blogging can help build audience and increase loyalty among the people who are interested in what you are saying. Take decent photos to upload and link your biog to popular social networking sites in order to build traffic as well as manage your reputation on-line.
This leads to success in the business world, so you should be conscious about what you send on the internet; be up to date with new media like websites that offer better services, chat rooms, email services, on-line communities, web advertising, DVD and CD ROM technology, interactive television, video conferencing, business applications, etc.
New media opens up alternative forms of publication and presents opportunities and challenges for traditional communication. The traditional mass communication was essentially one-way, while the new forms of communication are essentially interactive.
Thus, in this digital technology-driven world, the new media and the traditional media forms are in close competition. However, experts say they will complement each other. Companies have to include new media use in their day-to-day activities and be more creative in their communications. They have to be in the areas of on-line news content creation and activation, influence relations, and on-line intelligence — that is, listening and analytic through news and community; and on-line customer relations management.
Today, we have moved from the TV industry to the digital on-line industry. This has injected massive growth into all creative industries. Companies should equip their staff to be in tune with modern technologies. In fact, what digital content managers say is that one does not have to be a techs guru to use the Internet.
The persistent parade of new media is unfolding on many fronts. Almost every advancement in media is billed as a breakthrough, and ends up in the list of “next big things” for communications. Although not every emerging technology will alter the business or social landscape — some truly do have the potential to alter the way people live and work, and rearrange value pools.