In the social media pages including Facebook brand pages, twitter brand pages and other social media platforms to interact with a company, likes show customers interest and engagement towards the brand. Likes presents behavioral manifestations and purchase interest in these brands. Studying these facts research studies has shown that social media likes and customer engagement are the effective ways to improve brand evaluation. In accordance to my personal experience, brand evaluation can be improved through focusing on the effective and appropriate management of brand page. Posting interactive content at social media pages and engaging customers with attractive offers (e.g. discount offers and special deals) can help out a brand to improve brand evaluation (Jukebox, Hooker, & Tries, 2015).   

 In the different networks sites the brand is established for the active presence. There are various ways that could improve brand evaluation through managing brand page by the social networks because brand engaged in the activities for example the customer services, offering product information, special offers.  Due to these activities the aim of the brands is to promote their products along with the brand itself to build the relationship by the prospects of customers.

 Q2: Do you think Social media Pages can replace the traditional marketing campaign (e.g. commodity display, brand conference, Customer Experience Improve Program) to enhance brand evaluations and purchase intention in long term? And why?

     Brands communicate in relatively more effective ways with their customers and prospective customers on social media pages (including Twitter and Facebook brand pages) as compared to the traditional marketing campaigns (e.g. brand conferences, customer experience improve program, and commodity display). Basically, the main reason is lack of interaction and customer response in traditional marketing campaigns. For instance, research study concluded that average response rate towards Facebook brand page was around 66.5% (Jukebox, Hooker, & Tries, 2015). Concluding this, it can be said that in social media pages will reduce the effectiveness of traditional marketing campaigns and purchase intention in long term. Somehow, it cannot fully replace traditional marketing campaigns.   

Pages of the Social media could replace traditional marketing campaign to improve brand evaluations as well as purchase intention in long term. In general the brands on the Social media like the Twitter, Facebook communicate in the interactive manner as compare to then the traditional brand communication.

Second article

"Managing Brands in the Social Media Environment”

Q1: What are the main factors a brand manager has to consider while monitoring brand communities on social media especially for a global brand?

           Brand manager have to consider and monitor factors that can influence brands and provide strength to the global brand role in the social media platform. Moreover, research study also discussed some other factors such as networks of brands, content, channel, authenticity, creditability, and space that are required to be considered by the brand manager while monitoring and evaluating brand communities on social media platforms particularly for a global brand. Content and channel selection can influence overall outcome as wrong selection of content and channel result in the waste of all carried out efforts (Gensler, Völckner, Liu-Thompkins, & Wiertz, 2013). While regarding space it is important for managers to monitor whether globally available national social media sites are coordinated effectively or not?

·         The brand manager aims is to create the strong brand by the clear as well as rich knowledge structure in the consumer memory.

·         The brand manager is also used one-to many marketing communication like the advertising to pass their brand stories.

·         With the advent of the social media, the brand mangers has lost their pivotal role.

·         Brand mangers need to know in what way the network of the brand works

Q2: How can a Brand manager tackle negative consumer generated brand stories across the widespread Social media platforms (Ex: Facebook, YouTube etc.)? Does the presence of Social media influencers affect the authenticity and credibility factors of consumer generated brand stories?

              Customers sometimes post negative brand stories on social media that widespread quickly and effect the brand image. Brand manager are required to tackle this situation by coordinating these posts with firm generated brand stories and positive customer generated brand stories. Brand managers can deal with these negative customer generated posts and stories through generating and spreading positive stories about brand. Social media influencers also effect the authenticity and creditability factors of consumer generated brand stories (Gensler, Völckner, Liu-Thompkins, & Wiertz, 2013). Somehow, on Facebook and YouTube most of the time customer respond to customer generated unsolicited ads as authentic but not credible.     

Then the brand mangers integrate the consumer’s stories into the various efforts of branding. The dilution of the brand may be the consequences. Manger also try to influence the consumer generated for the brand stories along with the impact on the brand performance that is represented through the arrow among the consumers as well as brands. Brand mangers wants react like stories to impede with the potential dilution of the brand in the case of the negative consumer generated brand stories.

 References of improve brand evaluation through managing