Social networks, these platforms where millions of individuals exchange daily, have profoundly transformed the way in which companies interact with their customers. These digital tools are no longer used only for communication or marketing, but have become essential levers in the management of online reputation brands. The influence of social networks on the brand image of companies turns out to be a complex phenomenon, where each action, whether intentional or not, can have a significant, positive or negative impact.
A powerful but risky tool for companies
Social networks are increasingly used in the development and dissemination of the brand image of companies. According to a 2023 study carried out by Statista, 84 % of French consumers use social networks to learn about businesses and their products before making a purchase. This figure shows how platforms like Facebook, Instagram, LinkedIn, Tiktok, and Twitter have become essential in the consumer decision process.
However, this digital environment, by its interactive and often uncontrollable nature, also represents a ground for companies. Malts or a communication crisis on social networks can quickly degenerate and permanently tarnish the image of a brand. The example of Air France, which had to face virulent criticism in 2022 after an incident concerning a passenger, clearly shows that communication on social networks can turn against a business. In response, the company had to set up a crisis communication campaign to regain the confidence of its customers, a long-term job that cannot be underestimated.
À la carte strategies
The management of online reputation requires constant vigilance. For companies, and more particularly start-ups, social networks are both a visibility vector and a permanent control field. Several strategies are implemented to protect, maintain and improve their brand image. Here are the main approaches adopted by French companies.
1/ Transparency and responsiveness: essential elements
To manage their image on social networks, companies have understood that transparent and reactive communication is necessary. Quickly responding to comments and criticism helps maintain a positive relationship with consumers, even in times of crisis. For example, the French start-up Blissim (Formerly Birchbox France) was able to capitalize on the responsiveness of its online customer service to maintain a relationship of trust with its community, especially on Instagram, where its subscribers are particularly active. The beauty brand, which offers boxes of cosmetic products, undertakes to answer questions from its customers in less than 24 hours, thus creating a strong link with its customers.
Companies that adopt such a strategy, as Frichtia French meal delivery start-up is distinguished by actively listening to their customers and responding to their concerns in an honest and rapid way. This allows not only to dispel tensions but also to show consumers that their opinion is taken into account.
2/ Authenticity and commitment
Social networks users are increasingly demanding in terms of authenticity. Brands must not only communicate on their products or services, but also engage in concrete actions that correspond to the values they promote. French start-ups have seized this opportunity to differentiate themselves from sincere messages and real commitments. Take the example of The hive that says yesa platform that allows consumers to order local food products directly from producers. This company, active on social networks, highlights responsible consumption values and support for local agriculture. Its brand image is based on authenticity and social commitment, a factor particularly appreciated by consumers concerned for the environment.
This commitment strategy also finds an echo in brands like TankFrench start-up which offers eco-responsible sneakers, highlighting sustainable manufacturing practices and supporting environmental initiatives through its communications on Instagram.
3/ Influence and influence marketing: an essential approach
Companies, especially young shoots, understood that the influencer could be a precious asset in the management of their image. A 2023 study carried out by Mediakix reveals that 63 % of companies favor influencer marketing on Instagram to develop their brand image. It is a particularly popular strategy among French start-ups, which often lacks resources from large companies to carry out traditional advertising campaigns.
A striking example of this phenomenon is that of Jimini’sa start-up specializing in edible insects. To attract a young and concerned clientele of ecology, she has collaborated with influencers specializing in healthy and sustainable food. This allowed the brand to make itself known quickly while strengthening its innovative and responsible brand image.
The impact of social networks on business activities
Beyond the management of their image, social networks have a direct impact on business activities, especially in terms of visibility, customer acquisition, loyalty, and commercial development. Here are the main effects of social networks on business performance.
1/ Increase in visibility and notoriety
Social networks provide companies with a free (or inexpensive) platform to make themselves known. For start-ups, which often have limited marketing budgets, this visibility is decisive. The start-up Qontoa neobank for businesses, for example used social networks to make themselves known to SMEs and independents. Their communication strategy aimed to make banking management simpler and accessible through regular posts, explanatory videos and user testimonies. In a short time, Qonto has become a reference in the banking services sector for companies in France, thanks to its strong online presence.
2/ Direct interaction with consumers
Social networks allow direct interaction with consumers, which creates a precious link. This helps companies better understand the expectations of their customers and refine their offers. For example, Too good to gothe application to combat food waste has seen its activity grow exponentially in France thanks to an effective communication strategy on social networks. The start-up uses its Instagram and Facebook accounts to inform users of new offers and local partners, which increases consumer engagement and encourages them to use the application more.
3/ Customer loyalty
Social networks also play a role in customer loyalty. Companies use these platforms to distribute exclusive content, offer special offers, and interact with their community. For example, French Slipa brand of underwear and clothing made in France, creates a real community around its online products, especially on Instagram. By sharing moments of manufacturing, local engagement values and exclusive offers, the brand strengthens its relationship with its customers and encourages them to return to buy regularly.
The risks of social networks for the brand image
Despite their many advantages, social networks also have major risks. A misinterpreted post, a poorly managed crisis, or poor advertising can cause serious damage to a brand. An illustrative example is that of Sézanea French fashion start-up. In 2022, the company had to face a crisis after several customers denounced quality problems and customer service on social networks. The brand had to publish public apology and react quickly to limit the damage and preserve its image.
Crisis management on social networks is therefore an issue for businesses. A communication error can lead to a loss of customers, but a quick and appropriate response can also transform a negative situation into an opportunity to strengthen consumer confidence.
