The role of emerging media in marketing products, services and ideas.
Building a community can be critical when building a brand. Social media is an obvious way to extend and build communities, but it is even more effective when a brand’s image revolves around the concept of community. That is the case with Otis & Finn, a New York barber shop located in Long Island City, Queens. The business has established itself in the physical neighborhood, and the online neighborhood. Otis & Finn is more than a place to get a haircut. The barber shop represents an environment where customers socialize, exchange ideas, or just hang out. With such a focus on community, the brand effectively uses Twitter, Instagram, Facebook, and other social media channels in its marketing strategy. Through tweets and posts the barber shop releases promotional information, as well as acknowledgements of other area small businesses. This approach creates buzz and widens networks. Most importantly, the brand is building a community.