Being unique on the Web a basic challenge of social media, and one of the first things a company should tackle when they start monitoring their brand.
I’ve recently done some research on the Christian Foundation for Children and Aging – otherwise known as CFCA.
Their sponsorship program and online brand are largely identified with this acronym, but over time they’ve discovered there are plenty of CFCAs around the world. In one day of research, I found the following CFCAs on the Web:
• California Fire Chiefs Association
• Central Florida Corvette Association
• Cape Fear Christian Academy
• Coordination Forum for Countering Anti-Semitiism
• China Financial Certification Authority
• Christian Family Care Agency
• CFC Farm & Home Center
• CFCA-FM Radio
As the example above proves, painting the “big picture” of CFCA may not bring accurate results. If anything, it shows that their online identity needs a new direction (which they are in the process of doing!)
Having a concrete online identity is a payoff of relevant research about your brand. Authentic monitoring can show you where you need to separate your company’s identity from the unorganized noise that surrounds it.
Bottom line: tailored results – not just bulk – give you the information needed to set yourself apart from the crowd.
