If reality is a product of social interactions and we live in an age where social media increases both the volume and speed of those interactions, what are the implications for brands?

First we need a bit of the theory. Where else to start than Wikipedia?

Constructionism became prominent in the U.S. with Peter L. Berger and Thomas Luckmann’s 1966 book, The Social Construction of Reality.

in it they argue:

that all knowledge, including the most basic, taken-for-granted common sense knowledge of everyday reality, is derived from and maintained by social interactions. When people interact, they do so with the understanding that their respective perceptions of reality are related, and as they act upon this understanding their common knowledge of reality becomes reinforced. Since this common sense knowledge is negotiated by people, human typifications, significations and institutions come to be presented as part of an objective reality. It is in this sense that it can be said that reality is socially constructed.

Point 1: reality is a product of social interaction.

This can occur to varying degrees:

Weak constructionism: where social reality is layered over a ‘brute fact’ or objective reality. Money is raw materials (ink, paper) but its exchange value is conferred by (social) consensus. A popular hot drink is both a mix of hot water, ground coffee beans and frothed milk but it can also be a Starbucks latte. Strong constructionism would hold that everything is socially constructed, whether mountains, accidents or sunrises. Language, which we use to describe the world, is socially constructed and has a not insignificant effect on our perception itself, as Professors Fry and Laurie will testify:

Brands always have been and always will be social constructs – in the respect that a brand is formed in the mind of a customer (the sum total of what she has experienced of the brand directly and indirectly). Hopefully brands are a result of weak constructionism – i.e. what people say about them is based on some underlying fact such as quality of product. The less differentiated or interesting a product the more socially constructed the brand must be – like, say, fizzy pop.

Advertisers influence the construction process by providing the raw materials, for example informative and imaginative adverts, seductive packaging, good service. This is all grist for the social construction mill.

Point 2: Advertisers can influence but not control social construction

Social media such as blogs, Twitter, Facebook etc fuel inject this process – accelerating social construction (social media jetstreams, perhaps). After an initial period of inertia word of mouth can tip to a point to what is said about you becomes the accepted line – the social reality.

Point 3: Social media speeds up social interactions which speeds up the construction of reality.

Because of reinforcing nature of these systems – bandwagonning can take place. What is said about you can go viral (whether true or not, and whether welcome or not).

Point 4: This can quickly ‘tip’ one way or the other

So what?

Which all means that you need to be aware of what is being said about you, monitor shifts in what is being said about you and act accordingly. It is a question of keeping the balance tipped in your favour, whether by challenging untrue remarks, or simply by giving people reasons to believe e.g. by providing excellent service that in turn prompts people to say good things about you. It is also worth trying to ensure a representative sample of people are discussing you, so that one-issue campaigning doesn’t overshadow the satisfied but silent majority.

Reality (as far as your brand in concerned) is negotiated. One bad review won’t sink you, but a million probably will. The same goes for one good review versus seven figures’ worth. Between one and a million you have the chance to enter that negotiation through all the your brand says and does. But beware of being caught out, with social media fuel-injecting the process, a slow-moving shift can suddenly turn into an unstoppable slide.

This entry was posted on Tuesday, December 30th, 2008 at 7:15 pm and is filed under Social media, constructionism, reputation. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.