Social media is changing how companies look at marketing strategies. Some companies are laggards in the use of social media for their business; however, not using social media could harm their business. There are many good reasons why companies should use social media sites. Splash Media states the following on their web-site about the top 5 reasons why companies should use social media sites:
1. The conversation is already out there, so a company is either in the conversation or left behind.
2. Facebook has over 618 million daily active users. A company cannot afford to miss all those people.
3. It is an easy and immediate way to connect to both fans and potential customers.
4. It is a way for companies to support their traditional marketing ventures.
5. There is a huge benefit to having access to real-time market feedback and intelligence. (www.splashmedia.com)
Companies should participate and socialize with their customers on social networking sites. This type of interaction allows for organizations to know exactly what customers like or dislike about their products. Todd Wasserman notes that organizations can use the following three strategies to market a brand to consumers:
1. Passion: When companies connect their brand to the consumer’s passions and/or interests.
2. Personalities: When companies entertain consumers with their personalities.
3. Transparency: When companies provide interesting or important information to the consumers about the product/brand.
However, there are some risks involved in using social media. Communication specialists always need to be professional on their social media web-sites. If communication specialists are not professional, it can cost them their jobs. They also need to be sure their personal sites and blogs are professional as well. Like it or not, what you post online can cost you your job. One journalist, Shea Allen, lost her job with WAAY for posting her top ten confessions on her personal blog. Among some of Shea Allen’s confessions, she admits to sleeping on the job, going bra-less during live broadcasts, and stealing mail and putting it back. (Eck, 2013) Once communication professionals enter the digital world, they are constantly being watched by the public and by their employers. Also, unfriending someone from your social media circle has real-life consequences. David Mielach mentions that social media users who were unfriended had a lower self-esteem, they felt unwanted, and a sense of loss of control. They were actually in a worse mood after a social media break-up. (2013) People need to be considerate of this when using professional or personal sites. Communication specialists should take the same precautions when posting on their company or organization’s web pages. For better or worse, social media has become an inescapable part of most people’s daily lives.
Dynamic debates: An analysis of group polarization over time on Twitter
Facebook unfriending has consequences
How social media can make history (This is a TED Talk video)
Steal three social marketing tricks from top brands