Names Rule and Trump Brands in Social Media Internet Marketing

Social Media lets ordinary people create value by sharing their perspectives by posting blog content or Tweeting in their community spaces and places.

Perspectives and Names

The simple act of blogging shares perspectives among people and in the rich perspective we may see how many different names describe the ‘same thing’ or how one name may be used to describe many ‘different things’.   Indeed resonance inspires content and Social Media helps us create value with perspectives.

Command and Control Precision

From a seller’s perspective precision is next to godliness and this becomes evident as CEO’s strive to achieve ‘market visibility’ when they make their pronouncements of future sales numbers to stock market investors and likewise they demand precision in the budgets that are presented to the board for approval.  All risk is factored by sophisticated formulas and net present values in order to achieve their corporate objectives so that all employees survive and thrive.  Oddly enough things never quite go the way that CEO’s determine is best for them and the corporate trust that is in their charge and when I read about a corporations ‘meeting their numbers’ I wonder how the numbers were ‘shaped’ to achieve this stunning feat. 

Oddly enough corporations put on the appearand of precision in order to convey a sense of control in a world that changes in unexpected ways by the second.  Remember that the military term ‘command and control’ is applied frequently to corporate operations.

Precise Brands vs Names Perspectives

As a storyteller I believe naming is better, cooler and faster than branding for these reasons;

1.  Brand take seller perspectives and are ‘fixed’
2.  Names may take temporary customer perspectives

While there are as many different ways to name something as leaves of grass, consider how these two ways to name might help.  


This name applies a standard search engine optimization perspective and is based on the way that search engine spiders read names

2.  Google (include quotes) “Any words used in similar spaces share meaning.”

This second namiong approach is technically not a name but rather uses semantic meaning to link any searcher that ‘googles’ “Any words used in similar spaces share meaning.” to multiple links within a search engine results page or SERP.  Each link representa a different story perspective or name that might appeal to different searchers–all of the stories may lead to a brand or single name or multiple names.  Note that in this second case we don’t have to know which story or name appeals to searchers, they tell us by ‘declaring’ or selecting what is important to them at the time they see their options.

Names Rule and Trump Brands

Names rule in Social Media Internet Marketing because they reflect multiple perspectives which can be selected according to the needs of searchers rather than commanded and controlled by corporations or sellers regardless of value to buyers.

The ability of almost any blogger to influence SEO page rank simply removes the perception of control for corporations who depend on SEO to minimze their marketing risk. 

Naming is the New Branding

You will be forced to assess the impact of Social Media on your branding and marketing investments and sooner would be better than later, in our experience. 

Nick @resonantview


Naming is the New Branding

Social Media software platforms like WordPress, LinkedIn, Facebook and other provide a space for ordinary people to create their own content and compete with marketers and advertisers who are served by search engine corporations.  Today if you post enough blog content you can influence which links are presented to searchers by search engines.

Quantity Trumps Quality

Content quantity now rules quality and the value created by advertisers is temporary as it may be disrupted at any time by Social Media bloggers who create a ‘stronger path’ to links unreleated to the products or their brand owners regardless of how much money they spent to create those relationships.  If the idea that quantity of advertising or promotion trumps quality leaves a bad taste in your mouth then consider the poor advertising agencies who in the past four or five years have been swamped by Public Relations firms or advertisers that shout the same message many times–not exactly a quality focus though some ads are good.

Advertising and promotion on the internet is no longer even remotely additive which implies that the revenue and advertising models that up to late 2008 favoured search engine optimization or SEO have eroded quickly and there are opportunities in finding their replacements.

Go with Strength

If since late 2008 or early 2009 over half of all internet searches started in Social Media platforms and posting enough blog content will impact positively on your search engine results ranking or negatively impact your competitors then why do corporations still believe in the concept of search engine optimization?  May advertisers will go with strength and re-focus marketing investments to divert advertising programs and events from a SEO orientation to focus squarely on Social Media.


May marketers intuitively undersand the rise of social media though they continue to stick with applying the concept of branding to a platform that naturally embraces NAMING.  What is naming?

We view naming as something beyond the selection of a name as different people may apply more than one name to the same thing as they view it from at least two different perspectives.  HOT to one person is POPULAR to another and SICK to someone else–note that here SICK may actually mean someone is ILL or mean that something is emphatically GREAT in regional slang.

Names Rule and Trump Brands in Social Media Internet Marketing

You too can understand which names are important in your communities and to your customers by looking at their stories and how their stories RESONATE to attract people to content which in turn directs them to products or provides answers to questions important to searchers or customers.

Identify Names and Searcher Perspectives

Our objective is simple when using names–we idenfity which names and their associated story perspectives which make them valuable to people.  Here are the simple and proven steps that we use:

  1. Look for names or stories in content important to customers, ideally names that reflect current needs or objectives
  2. Analyze our products and brand to determine the ‘names’ or keyword themes that correspond to step 1 above
  3. Tune our content and Social Media or SEO or Media advertising to link important customer names to our products

Content and Customer Resonance

It is imporatant to note that content in Twitter, Social Media blogs and corporate web sites all change or resonante differently and when looking at the competitive analysis exemplar below we may direct some customers to Twitter, others to our Social Media blogs and others to our corporate site.  The determination of where we direct our customers depends on there interaction preferences and the closeness of NAMES in the three locations so that we align closely and carefully to customer names used.

Let’s start by understanding how our content resonates.  We determine how ‘people’ resonate with the same approach by looking at the content they post and the names they use to describe their questions or problems and answers or solutions they seek.

Social Media and Competitive Analysis  

Social media sites by their nature must change quickly to accomodate and serve their customers.  Web sites on the other had change very slowly in comparison.  They are tightly controlled effective, efficient and usually have a higher quality standard than social media sites, which is why since early 2009 content creation, searches and business models have moved towards social media.

Competitive Analysis and Internet Marketing

Internet marketing is not possible without competitive analysis as customers have too many options available.  They find content virtually anywhere and can buy from just as many suppliers.  Indeed if you Google any product or service the manufacturer or licensed reseller is often not on the first SERP or search engine results page.

Competitive analysis is the art of finding where you are compared to your competitors on Google and measuring the distance of your story from your current or future customers on LinkedIN, Twitter or WordPress.  SpeedSynch Semantic SEO report maps like the one below lets you easily compare the semantic signature of products, content and customers to determine if your story is close to your customer needs and when the distance changes.

SpeedSynch Twitter Feed Signals New Product Focus

* Double click on map and click again or use the zoom feature on your browser to view the two Resonance maps below…

Resonance map of’s Twitter Stream

Note different themes on the Twitter feed of and the Resonance map of below. Semantic SEO report map by SpeedSynch internet marketing software for semantic backlink and link quality to boost SERP rank Resonance Map

We clearly see the SpeedSynch Twitter shift by looking at the semantic differences  to the web site Resonance map above.  

Names Rule and Trump Brands in Social Media Internet Marketing

While this may seem like a controversial statement, in my experience names rule and trump brands in Social Media internet marketing and the sooner you assess if this is true for your company or brand the bigger advantage you will have to create new and unique value for your customers.


Nick Trendov @resonantview

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