Brand Loyalty

In the context of social media, brand loyalty refers to the strong and steady preference, trust, and emotional bond consumers form with a brand because of the kind of interactions, engagement, and value they experience from its social media presence, content, and communication. This loyalty almost always takes the form of repeated engagement, positive sentiment, and good old-fashioned word-of-mouth. The consumer sees social media as a channel where brands can directly connect with their community through content that is engaging, relatable, and even stunningly beautiful at times.

Yet, we hear much talk about social media being a double-edged sword. For every big win a brand can have through social media, there’s an equally big opportunity to mess it up in front of an audience. Social media serve as a powerful vehicle for fostering scrutiny and open conversation.

For brands, this means that one of the most important things they can do is closely monitor not just what their followers are saying, but also what sentiments are being expressed both positively and negatively. Hearing both is equally crucial if a brand is going to get stronger on social media. One of the ways for brands to get both is through being significantly engaging with the brand’s audience on social media.