Integrating Social Media Experiences

Today, social media is crucial for businesses. They pretty much have to be a part of it in today’s world and in my opinion, the more outlets (in general), the better. Consumers are involved in multiple social networking sites and other social technologies depending on their interests, age, and sex. In order to reach their consumer market, companies need to be on the same sites as their customers which include a wide variety and a multitude. I personally have gone through my own Instagram, Facebook, Twitter and Pinterest accounts and “liked” or “followed” business that I have an interest in. It makes me feel more connected and in the know about what is going on. It may sound silly, but I was actually disappointed when a company I wanted to follow did not provide that outlet. If a company has the opportunity to reach a customer without having to pay for a specific advertisement or go out and find customers and potential customers themselves, they should take it.

I think that the price of reaching their target audience is one of the biggest benefits of using social media. It is significantly cheaper and the company ends up contacting the people who can want to hear about it without having to undergo as extensive of market research. Obviously, costs are still involved and you want qualified employees taking on the task of social media and will have to invest in a social media strategy, but overall I believe the companies save a lot of money on advertising costs. They are able to reach many, many more people with one piece of social media than if they were using a traditional media source, such as television ads, spreading out the cost over a larger group.

Social media also allows you to interact with the company directly, swiftly, and efficiently. I am constantly seeing tweets directly to a company, addressing positive and negative topics. Recently, a friend of mine tweeted his concerns at American Airlines and immediately received an apologetic response. I love that companies can so easily address consumers and help resolve problems. I am able to see customer service at work and it makes me appreciate the company for listening and acting. Being able to see what other customers are complaining about it a huge plus for the customer. Most of the time, if I am planning on trying out a new restaurant, store, or service, I will spend time researching it online. It helps me make a decision by reading about what others have said about it, whether that is on a blog post, a comment on the company’s website, or a Yelp review. Understandably, this could be a big concern for companies, but on the bright side, it gives them the opportunity to take the criticism and use it for constructive purposes, making everyone happier in the end. It is also nice that the company is able to address the problem at the source, as in my Twitter example.

The companies that influence me the most via social media at the moment are clothing stores. I like to know when sales are going on before I go to the store and often, even if I am not planning on going shopping, a sale popping up on my newsfeed can incentivize me to head to the store just to check things out and see if I can find a good deal. This extends to restaurants, airlines, and hotels as well. Most people are more willing to spend money if they feel like they are getting a special value for the product. Social media makes it easier than ever for companies to let their consumers know about these deals and increase sales as a result.

Being easily able to share items in public settings online is another great opportunity. The ads get to the person looking for them and are then promoted even further and those reached increases even further. There is such a simple process in sharing online advertisements. I just have to click a couple times and my friends are informed, as opposed to traditional ads where I would have to clip it out, save it, and make an extra effort to share it with a friend. Even a small amount of extra effort can turn me away from wanting to share.

After thinking about how prevalent of a role social media plays in my life, it is easy to see how the consumer is now much more in control than the institution (Groundswell). What Li and Bernoff say about the activities and applications in the groundswell, applies directly to how I approach and see social media- as technology and people. The interactions between the two are what make it all work together. While I am mostly a spectator and reader, and do not participate as much by contributing opinions and creating topics, my role is still valuable. I think it is very useful and it saves me time that based off these interactions, companies are able to group me into a category and easily target me based off of my interests. Even though I am a bit more wary after our discussion in class about internet privacy and the TED talk on who is watching me online, I still think that the pros outweigh the cons (for the most part). It just makes it easier on me if Nordstrom already knows what I have been looking for and can reach out to me about it. Right now, I have been looking for a blue bridesmaid dress and I appreciate that ads pop up for that on my Facebook because it gives me suggestion for where else I can look for one.

Companies have huge opportunities to integrate social media into their marketing plans. The more they do, the greater the impact as it is easier to spread news online than in any other form. Once a company has the research on what social media to utilize, the opportunities to market to their customer are endless, whether it is an interactive contest, a game, or just a deal discount.