THE MAIN ROLE OF SOCIAL NETWORKS
The brand is mainly acting on different social networks as Facebook, Twitter, Youtube, Flickr, Instagram and Pinterest.
On each platform, the contents are different as the purpose of each networks focuses on different targets.
But some contents are appearing on several networks, for example a picture posted on Instagram can also be published on Facebook, a joke published on Facebook can also appear on Twitter... But each networks has its specificities and its exclusive contents.
This provokes a kind of storytelling going through the different networks, and gathering a different audience because the users are not the same on every network. Further on, the users present on several networks are not logged on every platform.
The aim of using all those tools is to share a multiplicity of contents about the brand and them, but also to relay some contents they like from other media or pages and which correspond to the values of the brand.
The point is to create an atmosphere that conveys their values and to present a page where you can find different kind of contents from various sources.
To conclude, you are invited to spend some time with the brand.
Furthermore, the using of social networks contributes to create a community and gather people. We can distinguish people that have sympathy for the brand from customers. Of course customers can have commitment for the brand, but there are also a lot of people who are not regular customers and have tenderness for the brand. In both cases, people may share some contents of the brand and follow it on different networks to see and like what they publish.
They can react to the joke and express their tenderness with comments. People interact with each others, we can't say that it creates a real community because they don't keep in touch, and it is not always the same people that react, but they are all gathered thank to a same interest.