Can Too Much Social Media Dilute A Brand?

As a “consumer” of a brand, is there a point where your engagement with that brand actually dilutes its value to you? Can you “know” too much about that brand? Can Social Media engagement by a brand be too much?

As consumers we engage with various brands in different ways. Some are brands we are loyal to, but only in the sense of continuous purchase. We don’t want to engage anymore than simply buying and using that product or service. Others, perhaps due to the nature of the brand (i.e. a computer or Smart Phone brand) we have to engage more deeply with – like needing customer service.

But I’m thinking separate from customer service issues. Do we want to continuously engage with a brand, like Walkers crisps or Skittles? At some point, do consumers find less connection with that brand as a result of engaging with them on Twitter or via Facebook?

Now, with so many brands dipping their toes into Social Media and some going full-bore into these social channels, are they diluting that sense of attachment we have to a product or brand?

Put on your “consumer” hat and ask yourself; do you feel a stronger engagement with that brand because they’re also in those social media channels your using? Do you want to be engaged that much? Perhaps it depends on the product?

Personally, when I find out more information on some brands, that brand loses some of its mystique. What about you?

(Author: G. Crouch, Managing Director)