Brand Innovation and Value-Creating Practices of the City of Johannesburg’s Twitter Community

Abstract

Brands facilitating and sustaining healthy brand communities on social networks such as Twitter benefit from collaborative engagements where members are inspired to suggest innovative ideas, solve problems and enjoy a sense of commitment to their social membership co-creative space. We explored how brand innovation practices contribute to the collective value-creating practices within the social media-based brand community hosted by the official City of Johannesburg (CoJ) Twitter account. This purposive sample include 1,232 tweets during Youth Day, followed by one in-depth, semi-structured interview with the social media manager of the CoJ Twitter account to confirm and contextualise findings. Thematic analysis in a qualitative design found five of six brand innovation practices, namely animation, openness, linking, structuring and theorisation. The CoJ social media-based brand community was co-created innovatively owing to high levels of engagement, room for fun and effective communication on service delivery issues so that the brand community continuously increases its membership and commitment. Findings confirmed eight of twelve value-creating practices, namely welcoming, empathising, governing, evangelising, justifying, grooming, customising and commoditising. The healthier a brand community, the more extensive the variety of innovation practices for a brand.