Social media has changed the way the world interacts and connects with each other. In the past, most people had to call or see a friend or an acquaintance personally just to keep updated with what’s happening with that person. All you have to do is log onto your favorite social networking site such as Facebook or Twitter, and you can already view any of your friends’ wall posts, ensuring that you’re updated with what’s up in their lives.
We’ve always communicated
And with just a click of a button, you also get to post your own experiences and have them appear in each of your friend’s newsfeeds. Though some people may view this as a setback in the way people interact with each other, since it’s still very different from talking to someone personally in the offline world, others consider it a better and more meaningful way to connect with others and catch up with people they don’t get to see every day.
Social media has also changed the way brands interact with consumers. In the past, brand marketing was confined to traditional media as a way to spread the news about their company or product. The problem with traditional media is the fact that it lacks real interaction between the brand and its consumers. The message is being delivered only one way – brand to customers – and brands have to resort to gimmicks and advertising campaigns to really reach their consumers and touch them emotionally. Most of the people are basically passive viewers who can choose to accept or reject the message a brand is sending.
More active consumers
In social media, however, customers have become much more than passive viewers. First of all, it’s their choice to interact with a brand they like. Most consumers will only follow a brand on Twitter or like a brand’s Facebook page if they really want to connect with that specific brand. Compare this to an advertisement on TV, where you’re basically targeting all the TV viewers out there, and you’re not really sure whether they’re even seeing the advertisement you put up – they could easily be channel surfing during the commercial break of their favorite show.
The challenge for brands today is how to use social media effective to get their message across to their consumers. Basically, it’s not enough for people to like your Facebook page or follow you on Twitter. You want your audience to participate in any contests you hold, comment on your updates, and be enthusiastic about any promotions you offer. You want them to have a personal experience with your brand, to spread the word about it, and to become your brand advocates and evangelists. This is the power of social media that truly transcends the limits of traditional media.
Brand marketing in social media is the latest and most effective way to help consumers connect with your brand in a deeper, more meaningful level. And the best part is, the message doesn’t stop there. When a brand is truly able to connect with a particular consumer, then it can result in the momentum effect – the consumer then interacts with another consumer, effectively bringing the brand’s message across to other people.
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