How to optimize brand awareness through non-administrated social channels in a two-sided network

Abstract: The effects of social media on digital branding is analysed in this paper, to establish how to optimize brand awareness through non-administrated social media channels in a two-sided network. This is a relatively unexplored field which may prove to be important for future businesses. Different levels of cooperation between brands are increasing and the implementation of two-sided networks are becoming standardized. A new way of differentiation is needed for the ever changing field of social media. Social media changed the field of communications when its use in business started to grow exponentially in 2010. It has affected several digital business fields, as well as changing how companies interact with and appeal customers. Social media users have at the same time become more reluctant to following brands online since 2011, and their interaction patterns and behaviours have changed dramatically. Brands conducting businesses in the digital age are using social media as a standardized communications tool, but are not adapting as fast as their followers are to the rapidly ever changing digital environment. A quantitative method in the form of a case study of Urb-it and its partners’ social media and co-branding activities was conducted. Its purpose was to examine how a case would look like when it came to branding through non-administrated social media channels within a two-sided network. A qualitative method in the form of interviews with representatives from different companies in related business areas was conducted based on the data from the case study. With the purpose to examine why the acquired case data came out as it did. The results show that a higher rate of content interactivity or vividness does not increase the brands engagement rate, with the hypothesis that it is not a sufficient differentiator anymore. The results also show that social media have indirectly affected marketing and branding strategies by revolutionizing the field of communications. There are several problems when it comes to conducting a co-branding operation in a two-sided network, which is mainly due to lack of internal communications between the affected parties. They do not adapt their combined content enough to meet the standards and expectations of the combined target groups, and the field is suffering from a non-adaptive traditional approach when it comes to co-branding. Brands have to redevelop their customer approach on social media, and build more personal relationships with more narrow target groups to be able to stay relevant and differentiated against their competitors. Changing content to being more personalized is not the only necessary factor to succeed. Timing is as important as improved content. It is more important than a consistent posting frequency in the purpose too realize when, where and how your target group are receptible to your brands content. It is crucial when it comes to the creation of a sustainable business partnership within a two-sided network.