Storytelling in Social Media – The Impact on Brand Relationships

cial media is much more than a tool for information gathering.

With real-time micro-blogging and interactions fueled by the likes of Facebook, Twitter, Instagram, and YouTube, social networks are providing a soapbox to communicate instantly. While companies have a substantial amount of control over brand-to-customer (B2C) communications, the control over consumer-to-consumer (C2C) exchanges can prove to be a challenge. In 2013, BMW partnered with the IDE to examine the effects of social media exposure on brand image and consideration. The project is helping us better understand the impact of social media and, specifically, storytelling on consumer-brand relationships with BMW.