Branding with Social Media at RTS

The phenomenon of brand building activities through social networks has received little academic attention, above all in the media industry. The present chapter aims to shed light on branding approaches for media companies in interactive times. It notably appears crucial to understand the way in which media firms can maintain a consistent brand identity in current conditions. In this sense, this research describes targeted actions undertaken by corporations faced with challenges brought by social media.

The case of Radio Television Suisse (RTS) the Swiss French speaking public radio and television broadcaster has been analyzed. RTS is a business unit of SSR SRG, the national Swiss public broadcaster. The entity is a newly converged media company, primarily dedicated to serving the French speaking part of Switzerland. It is composed by four radio channels, two television channels and various interactive platforms. The study focuses on the creation of a new job position, the digital communication manager, analyzing the managerial implications and consequences that the introduction of this figure could bring to media companies. A case study methodology was employed. RTS, the Radio Television Suisse was selected in order to investigate its approach to social media branding. The case focuses on the following research question: what are the brand building activities in which RTS invests online (social presence) and what are the reasons for those choices?

Social media and social networks are still a field of experimentation in many regards mostly from a branding perspective. As a consequence, limited amount of respective literature so far impedes proper comparison with industry practices. Results suggest that the loss of control over the brands should be taken into account by firms when interacting online. Public service media companies have to take the lead in term of online content production policies as their brand identity will otherwise be affected. The definition and integration of a Digital Communication Manager position has a role to play in making individuals inside the company aware of SNs branding implications and has high potential in generating the firm competitive advantage.