Social media. We see it everywhere, every hour, every day. Through the record breaking number of likes on Kendall Jenner’s Instagram photo, to the most viewed video online (if you’re wondering, it’s ‘Baby’ by Justin Bieber… no comment.) – the world is starting to accept that social media is inescapable, and now invaluable, for any business.
Businesses cannot function without customers, and customers are growing to appreciate the 21st century style of social media. Social media facilitates two-way communication while traditional media focuses on creating one-way communication, and transmitting that message to mass numbers. So why is social media so successful in reaching large audiences when that’s meant to be traditional media’s port of call? It’s secret is due to its engagement. People have become savvy to all the sales boosting tricks of the marketing trade, which has generated a lack of trust in consumers around the world. By emphasising two-way communication with consumers, and presenting ‘real’ faces or people within the company, customers build relationships and start to trust brands again. These brands are the ones at the top of the competition leader boards, with sales, consumer satisfaction and potential future endeavours at an all time high.
Social media utilises the value placed on peer recommendations. Instead of scoffing at the over-commercialisation of a cheesy advertisement you see on TV and continuing on with your day, you’d actually consider using a product a friend recommended to you, correct? Social media provides the platforms for these recommendations; through re-tweets, shares, likes and comments.
Another reason social media is leading the charge is the immediacy of the message reach – you can reach out to audiences whenever you want, from wherever, and yet still have the potential to reach people all around the world. An added benefit of the instantaneous nature of social media is the ‘edit’ button. Your decided message isn’t coming across how you expected? No problem. Edit, save, done.
We’re not saying traditional media is to be pushed aside, but it is undeniable that social media is the way of the future. Social media has made marketing and public relations both become increasingly cost efficient for businesses, accessible and interactive for consumers. This new potential for business-consumer relationships is exciting, and all businesses would do best to start to grow their digital communities now, rather than later.