7 ways in which social media changed the way we do business

20

JULY, 2017

Category: Social Media

Author: Seb Waligorski

7 ways in which social media changed the way we do business

20 JULY 2017

Category: Social Media

Author: Seb Waligorski

7 ways in which social media changed the way we do business

20

JULY, 2017

Category: Social Media

Author: Seb Waligorski

Look 10 years back in time. The social side of the Internet was mostly accumulated in such sites as Myspace or a myriad of online forums. 20 years ago? Connecting to the Internet via a phone line was a pain, the data transfer was super slow (even if it was considered the opposite at the time) and the content was scarce and spotty. Now think of 2017. The Internet permeated a lot of aspects of our lives. From shopping to entertainment, emailing to sending job applications – these and much much more are now done online! However there is one aspect of the Internet that seems to have impacted our world the most. We are talking about the social media.

This is no longer a realm of Myspace and online forums. It is no longer exclusively a platform for sharing photos of cute cats and messaging your friends. The world of contemporary social media is a world of opportunities for companies to gain customers and their loyalty. It’s also full of dangers for the companies as more and more power is in the hands of customers. Below we are going to present several ways in which social media transformed the way we do business.

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1. Targeted ads.

Facebook knows everything about you. Location, age, sex, preferences in music and food, your job and much more. That gives companies a perfect platform to send out targeted ads to their potential customers. Take a look at the Real Geeks Marketing Tool for Facebook widely used by real estate agent. It allows for incredibly accurate and multi-layered targeting. At the same time, the ads can be created in a matter of three to five minutes! The result – a lot more transactions and happy customers who easily found just what they were looking for! Targeted ads are a revolution in marketing. For the very first time, different types of advertising can be channelled to different people on the basis of their preferences or goals. The businesses no longer have to seek out the places to put their ads and hope that people will notice. They can now send the ads over to people who are more than likely to be interested!

2. Organic marketing.

It means simply: a type of marketing that doesn’t seem like a forced click bait. Instead, organic marketing feels natural. Businesses utilize their social media channels for exactly that purpose – to create that sense of authenticity and being human. How is this implemented? For example by replying to customers’ comments or taking a more personal approach to one’s news feed (this is when, say, a restaurant posts a picture of their staff with a caption “best crew ever!”). All these activities feel natural and in return, businesses gain more customer trust and loyalty.

Business website, rh technology

3. Customers have much more power.

In the past, a customer discontented with a service or a product from a particular company could let it all out in front of their family or friends. Surely, a company would lose a couple of customers, but it wouldn’t be a disaster. Now the same customer can publish a post on company’s social media channels to be seen by a huge amount of people. This forced companies to seriously improve their customer service. Still, however, the danger of accidentally posting something considered offensive or politically incorrect exists. Even a single tweet or a comment can ignite a scandal and people can point out anything. This caused companies to be much more transparent in their actions, which in the end has very positive implications!

4. Things can go viral really quickly nowadays.

An Englishman once bought a cucumber in Tesco. Sadly, he found a worm in the produce.He decided to complain online and suddenly found his comment going viral – the conversation between him and the grocery store chain had been shared more than 30.000 times in a matter of a couple of days! Although it ended up being a laugh and good PR for Tesco, this example shows how serious the consequences can be for the companies in case something really serious happens. Yeah, viral content is a double-edged sword..

5. A possibility of a backlash or a PR scandal.

Remember the recent American Airlines scandal when they threw a doctor off one of their planes? Surely a PR disaster that could have ended with a couple news stories and some discontent had it occurred 20 years ago. But it’s 2017 and American Airlines faced a massive backlash – all the reshared articles, memes, retweeted pictures created a massive avalanche that basically took away any credibility of the airline. From now on when you think of American Airlines you think about the poor doctor and how terribly was this situation handled.

Business website, rh technology

6. Customer service had never been easier. Thanks to comments, companies can keep in touch with their customers 24/7. The communication is also very personalized, allowing businesses to solve every issue individually. Every well-solved problem means a saved customer and, due to a public nature of social media, probably a couple more gained! Social media is used for customer service by both small and large businesses – while the latter would probably create entire departments devoted to CS, the former now has the chance to also be very responsive in this area.

7. Social media is a free platform for publishing content. Before social media became an everyday thing, the only platforms for sharing content were company blogs, newsletters or email lists. Now content can be shared and re-shared freely, reaching thousands of people all over the globe. Partnerships with influencers, content creators and other popular personas are also quite common among companies. Interestingly enough, a huge part of these partnerships are initiated with online personas – YouTubers, bloggers etc. This allowed companies to reach even more people and create a positive, fun image!

Charlene Li, a co-founder of the Alimeter Group and one of the most prominent thinkers on social media claims that companies, which fail to adapt to the social media environment will die out within three to five years. What’s crucial here is the fact that she said that before 2010, which means that today, in 2017, being active on social media is an absolute must for companies. Social media is a massive opportunity, which, when utilized right, can bring about a massive success for a particular company. There are many dangers and there’s still a lot to learn about social media, but it is sure that this is the future of doing business.

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Author: Seb Waligorski

Author: Seb Waligorski

Digital Media Manager at RH Technology

I am a Branding and Digital Media Specialist creating Business Recognition and Online Visibility since 2010. I make sure that businesses stand out from their competitors and benefit from increasing customer loyalty and sales.

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RH Technology has been providing cost effective IT Services to clients across the world for over 20 years. At the heart of the core values of RH Technology is ensuring our customers receive world class ICT services, but at affordable prices. RH Tech provides services as such: IT support, Business IT support, Web Design, Social Media, Marketing, Branding, Search Engine Optimization, Mobile Apps Development, Dedicated Software Development.