3 reasons why social media is undervalued

Business has jumped on board harnessing social media as a marketing and branding tool. Although there is nothing unusual with this, it takes more than ‘likes’, ‘followers’ or ‘views’ to be successful on social media.  To begin with, it takes development, planning and effort.

Some businesses ‘box in’ social media within either the marketing department, legal or IT sections of the business. This is not necessarily a problem, however, social media requires a more integrated and holistic approach.  And that includes managing social communication in a different way to traditional approaches.

3 reasons why social media is undervalued:

1. It has a very social element that is the basis of its success – participation, community and connecting people. Social media is more cultural than technological. So unless business understands that social media is more than a marketing channel, it will always struggle to see its potential. The key skills for business are listening, conversation and interaction while at the same time producing a valuable experience for customers, and reinforcing the brand position.
2. It is altering the way we interact, how we connect, how we search for and receive information and the way we make decisions. More people are using social media every day. They are connecting, sharing information and having conversations. These impacts are being felt across business in ways that we are struggling to understand, and culturally shifting communication.
3. This communication shift is altering how consumers interact with business. Because some businesses are using social media as a traditional one-way approach of communicating, it may not be very effective. To make the most of social media it is essential that business embrace it and see it as an opportunity to engage consumers. This means not constantly marketing to customers and instead communicating with them in genuine two-way interactions.

Those businesses that don’t attempt to understand and connect with its customers will ignore one of the most significant developments in media, communication and technology.

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Tags: Social Engagment • social Media • social media communication • Social Media Marketing • social media tips