One of the best things about creating a social media campaign is its effectiveness in branding. But for how great it can be, many marketers miss a number of great opportunities and never take full advantage of the branding potential.
The issue arises from the fact that social media sites require a minimum of co-branding. When your content and consumers are interacting with you on Facebook or Twitter, you lose some level of branding to the respective social media site.
For larger brands, this can be a major issue - especially when social media is being sold as a powerful branding tool.
The problem can be exasperated when larger brands begin bridging the gap between social media and offline advertising. It becomes a major problem when brands start advertising their Facebook fan pages or Twitter accounts.