Humanizing the Brand

Improving the consumer-producer relationship

By Chelsi Robichaud, Staff Writer

Words are often lost in translation. Effective communication is often difficult to achieve due to the plethora of languages used globally. Word choice can either be problematic or helpful, depending on the situation in international dealings.

According to the ComTranslation website, “an estimated 50% of social media users communicate in languages other than English”. They also state that 93% of marketers take advantage of the social media outlets.

How can we solve this communication problem?

ComTranslations think they have the answer.

The website states that social media translation services “can provide convenient, real time translations of Facebook posts, tweets, [etc…], or they can take full control of a social media campaign for maximum efficiency, tailoring various content and promotions/discounts to a language that maximizes their appeal.”

Mike W., a blogger for the ComTranslation website, explains that social media translation services will not only offer ways to connect people across the globe, but also intrigue a sense of gratification that will assist a business’s success.

“Fans and followers will genuinely appreciate a company or service that makes an extra effort to communicate with them in their own language,” Mike W. writes. “[…]That appreciation is sure to translate into business success.”

Is this a lucrative process? In the article “Word of mouth and social media” written by Allan J. Kimmel and Philip J. Kitchen, two French professors, many believe that the influence of brand products is huge. “Keller (2007) estimated that the average consumer in the USA was involved in over 120 brand-related WOM conversations each week, a number that has accelerated since then.”

It’s easy to recognize that people need to feel gratitude in order to appreciate. The question is: what’s the most efficient form of communication between businesses and their clients?

Let’s say a company uses Facebook as its primary source of social media. Their company page has many “likes”, and their advertisement appears well received.

According to an article titled “Beyond the ‘Like’ Button: The Impact of Mere Virtual Presence on Brand Evaluations and Purchase Intentions in Social Media Settings”, Rebecca Walker Naylor,et al., professors in Business, tell us that “a large number of ‘likes’ does not necessarily translate into meaningful outcomes.” So how can social media bring about these desirable outcomes for companies?

Simple. Speak the customer’s language.

Think of the dialogue between corporations and customers as a relationship between two friends. To be able to become close with someone, one has to meet a certain criterion.

Yet according an article by Anat Toder-Alon et al., professors from Peres Academic Center and Boston University, many executive members of companies don’t know how to join in on the conversations in social media.

“It is clear that ‘consumers increasingly go online to discuss products and brands, seek advice, and offer guidance. Yet, it’s often difficult to see where and how to influence these conversations.”

Furthermore, it is possible that the difficulty lies not only in discerning how to influence consumers, but in the executives’ comprehension of the subject.

“’The vast majority of executives have no idea how to harness social media’s power,” Anat Toder-Alon et al., explain.

Anat Toder-Alon et al., wrote this article in 2014. If it remains difficult to influence people, the area of social media monitoring will require much work and study.

The Relationship

Marcel Lebrun is the Chief Product Officer of Salesforce.com, and previously held the position CEO of Radian6. In 2011, Salesforce.com bought Radian6 for $326 million. Salesforce.com now participates in Marketing Cloud.

The technology Lebrun works with follows individual feedbacks on products through social media. Brands like Dell and Pepsi also make use of this innovative technology.