To say that social media has changed the way people interact with one another is an understatement. Social media and its countless array of Internet-based tools and platforms have become an integral part of modern society from sharing photos and videos to connecting with old friends and relatives.
However, social media is much more than that. It also offers solutions for just about every need a person may have. It’s no surprise then that in an age where social media ranks as one of the most prominent tactics for business growth, many big brands are starting to use this focus as a main marketing tool.
Social media has not only grown since its inception; it has also allowed many businesses to become more engaged. It feeds the successful marketing of big brands by taking advantage of the commercial and private clients it can reach. Engaging with a large audience helps companies of all sizes get their brands out to potential and existing customers, therefore forming relationships and bringing in additional revenues.
Social Media’s Blurred Lines
Social media can do wonders for a person’s private life as well as his or her professional one, but it’s easy to blur the lines of communication and time. Traditional business structures designate specific teams for separate operations. While there may be simple communication between the teams, they typically work independent of each other.
However, because of technological advancements such as unlimited 4G LTE, the popularity of wireless hotspots and smartphones such as the Samsung Galaxy S5, businesses can use social media channels such as instant messaging, email or social networks to communicate, share information and collaborate both in and out of the workplace. While this may increase productivity, it blurs the line between work and home. This social boom, especially over the last two years, has many businesses shifting their efforts to monitoring high-risk users and closing control gaps while still maintaining their marketing focus.
So-call risky behaviors include using Facebook for networking, posting client information on collaboration sites, blogging about work or using Twitter to discuss topics relevant to the workplace. They exist despite how or where social media is accessed by employees. Defining lines of communication for employees will help alleviate information loss, damage to a company or brand’s reputation, legal liability and virus attacks.
How Companies Profit From Social Media Presence
Devising a social media marketing campaign can help businesses see a return on their investment in due time. It takes time to build momentum and not all brands succeed. However, there are ways social media can help a business profit:
- Builds brand recognition
- Helps cultivate a community
- Offers repeat exposure of a brand
- Establishes authority in a field
- Builds website traffic
- Puts your brand ahead of the curve
- Gives you a competitive edge over competitors
Consumers are looking for more than this though. Potential customers are also looking for social media accounts that stand out from the rest such as brands and businesses that are good conversationalists and listen to consumer needs. Target audiences want reputable brands to bring value to their lives. There are several companies that are killing social media and improving brand messaging:
- T-Mobile: This communications giant is one of the most socially devoted brands on Facebook. It answers almost 90 percent of all questions asked. In 2014, T-Mobile relied on social media to advertise its new “Breakup Plan,” which allowed consumers to send a breakup letter to their current cell phone provider telling them they are switching to T-Mobile. The low-budget marketing plan was a huge success for T-Mobile.
- Staples: This company’s Twitter presence is popular because it is about office life and responds to consumer complaints and questions.
- Zappos: This retail brand does an amazing job of engaging its audience on Facebook by offering access to exclusive content not available for non-followers.
- Starbucks: In 2014, this consumer giant launched “Tweet a Coffee” that not only builds awareness of its brand, but engages customers as well.