No doubt, social media has changed the ways brands interact with their audience. In past, when Internet was just beginning to gain a foothold in society, forward-thinking executives established their online presence in the world where they had a high degree of control over their transferred message. Email messaging had a tiny inference in B2C communications. Even on Social Media sites, there was very low tolerance for any type of promotional activity, which is still true on many strictly social media sites. To rise to the top, content need to pass a fairly stringent test of interestingness. Nowadays, to prosper in the social media, a brand must find ways to offer value along with their message in order to gain the number of likes, up-votes or shares.
Social media is where members share content with a wide audience, with the focus on the shared interests. Almost all social media networks have incorporated a measure of social media, allowing users to become curators of interesting content they find, sharing links, images and personal stories. In the mainstream, you may find businesses, engaging audience in conversations. Before social media networks, businesses had some ideas, they do some vague marketing testing and unleashed their campaigns upload an unsuspecting publish with limited TV, print and radio options. It does not mean that these campaigns where not valid. But they way social media technologies are assembling, collecting and exchanging ideas, it wasn’t before.
Believe or not but marketplace is now changed. New technologies like Facebook, Twitter, LinkedIn and YouTube gave human being a way to be heard or viewed inexpensively and in a robust way. In fact, if you are not using Social Media Networks, you are way behind your competitors. Now quality may no longer give you a competitive advantage. Businesses are now monitoring on social media websites, what people are saying about their product. Here businesses pick up feedback, stories and ideas from real people who are using their products. Now these businesses would be in the desire of their potential customers. Even businesses started crafting a social media strategy, deciding on centralization or decentralization of these new roles, recruiting right people to go to the next level.
Now in the end of 2011, businesses are asked to be increasingly transparent and personal. No doubt, traditional advertising and press releases will still have their impact, but Social Media websites such as Facebook, Twitter allow a whole new type of communication to take place that has previously been unknown to most businesses. Social media people are engaged in getting more followers and are looking for genuine and direct connections. Businesses, still out of Social Media, will be at an increasing disadvantage, as their clients may build connections with their competitors. The social media networks are providing open communication, engaging people in dialogue and transparency which leads to business success. And those who adapt to the new culture are at an increasing advantage.
So Business World is focusing more on social media networks to gain profitability.