Social media and brand reputation: how they impact the digital experience

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Social channels are virtual squares where people meet and share experiences. Being there in the right way, with the right content, makes the difference in creating valuable experiences.


When a company, through its products and services, is capable of providing a good, simple and pleasant experience, it is building a perceived value in the minds of its customers.

Marketing books talk about brand reputation, the public image that a brand has in the minds of consumers and represents its credibility and value. This is based on the quality of the products or services it offers, the customer experience and the general perception that people have of the company itself.

Brand reputation is critical to a company’s long-term success, as it can influence a consumer’s decision whether or not to buy a product or service. When a company has a good reputation, consumers trust it more and are more likely to choose its products or services than those of a company with a less positive reputation.

The role of social media and creativity in the design of experiences

In the digital age we live in, social media has become an essential tool for businesses to communicate with their audience. An online presence has become indispensable for maintaining a brand’s reputation and attracting new customers. A business that uses social media effectively can improve its reputation and increase customer retention.

Brand reputation, and social

However, the amount of content available on various social networks makes it difficult to stand out from the crowd and attract the attention of consumers. In this context, creativity has become a key aspect for companies that want to stand out and create a lasting impact on social media.

How can brands stand out from the competition and grab the attention of consumers online? To create quality creative content, several things need to be considered:

  • Quality before quantity: the attention span of users is short, so the contents must be relevant and original for the company’s target audience. The visual aspect of the contents must be accurate and of high quality, with images and videos that are captivating and interesting.
  • Consistency: Creativity on social media doesn’t have to be an end in itself. To be effective, it must be based on a well-defined strategy consistent with the brand’s identity and values. Consistency helps create a strong and distinguishable brand identity, which translates into greater recognition and audience loyalty.
  • Emotional connection: companies must find the right way to tell engaging stories that create lasting connections with the public. This can help build a community around the brand.
  • Innovation and experimentation: Companies must continually look for new ways to create engaging content that attracts the attention of the public. Furthermore, they must be able to adapt quickly to changes in social media, for example by following new algorithms or new features of the platforms themselves.
  • Interaction: the contents must encourage interaction with the public, promoting user involvement and participation. Brands that engage with audiences on social media create a sense of closeness and participation.

The role of online listening: TSW’s approach to social channels

Social media has revolutionized the way users interact with businesses. Every social network, from Facebook to Twitter, from Instagram to TikTok, places users at the center of the world, giving them an important role in building brand reputation.

Users are no longer a simple audience that watches a commercial, gets an idea of ​​the value of a brand and shares their opinion with a small group of friends and relatives. Instead, these virtual spaces allow each user to express their thoughts and communicate their opinions on the quality of a shop, the courtesy of the staff, the efficiency of customer assistance and many other aspects which, combined together, go to shape the brand reputation.

To understand the importance of online listening, you need to understand that these communication channels are two-way. It’s not just about sharing content, it’s also about interacting with your audience. In this sense, listening is essential to know the opinions, needs and requirements of your audience. Only in this way can effective communication be created that takes into account the interests of one’s followers.

Brands must therefore take the opinions of the online audience seriously and respond appropriately. That means listening to feedback, answering questions, solving problems, and showing genuine interest in your customers’ concerns. Additionally, companies can also use social media audiences as a valuable resource for co-creating content and promoting the company itself.

From physical experience to digital experience

In conclusion, a company’s reputation is crucial to its long-term survival. Social media has created new opportunities for businesses to reach larger audiences and engage with customers more directly. However, this has also created a much more transparent environment where customer insights can easily be shared at scale.

Companies that don’t listen to their audience on social media risk missing out on the opportunity to build long-lasting relationships with their customers and to design an experience of true value thanks to them. Active listening is, therefore, a crucial element for the success of a company, in any context, digital or physical, because the border between these meeting places is now not only blurred, but it also no longer exists.

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23 March 2023 Laura Bottaro

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TAG: experience design The Sixth W approach digital marketing