The what, how, and why of social media; a complete and concise introduction
Social media is the collective name for online marketing channels with mutual communication as their main feature. Social media partly emerged due to Web 2.0, which caused the blurring of the traditional roles between sender and receiver. Social media are a direct result of the possibilities this offers: direct communication with a (potentially) practically unlimited number of people!
Why companies use social media
In some industries, usually those with a greater affinity for ICT, the possibilities have been quickly embraced. The more “hardcore” industries lag behind and are not entirely convinced. Why are social media so interesting? Because it enables everyone to use their own network as leverage. Social media are therefore an extremely cost-effective communication channel!
Social media: content is more important than reach
Traditionally, it is solely about the tension between reach within the target group and costs: cost-effectiveness. An organization pays an amount directly related to the reach, and the selection of a channel is simply determined by the budget. The desired effect of a message is also essentially a given; the main goal is to influence the purchasing decision. A traditional advertiser only stops broadcasting an ad when it no longer generates additional sales. Social media has ensured that nowadays the value of the message is more important than pure reach.
In social media, the target audience determines the value of the message and subsequently both reach and effect.
This means that the influence of organizations on the result is greatly reduced. Part of the cherished and built brand has become owned and shared by the target audience. Reach is not only measured as the number of people directly reached by a message but especially by how these people further spread the message. The effect of the message now includes, besides influencing the purchasing decision, for example establishing authority, creating brand ambassadors, or encouraging contributions from the target audience (going viral). These changes are so profound for the media landscape that social media is often also called new media.
The value of social media
The value of the message is the extent to which the target audience can internalize the message (effect and impact) and further spread it (reach). This valuation in social media takes place in the same way as in personal contact, based on the following factors:
- Authority – Who the message comes from
- Content – What the message is
- Relevance – At what moment and through which channel
Recently, especially B2C marketers have become aware of the potential of social media, which causes them to start adapting to the changing landscape. An example of this is the shift in TV commercials from: ‘Buy this product!’ to: ‘Follow us on Facebook’. These marketers realized that permission to communicate with the target audience is worth much more than a one-time shout for attention.
What consumer marketing has only recently learned has always been a given for the business market: the relationship is of great importance in the purchasing decision. But where traditionally – also in the business market – great brand and product awareness was reserved for ‘the big players’, social media ensures that the organization with the best solution is found and everyone can generate market-wide awareness.
In not too long, no one will speak of ‘old’ and ‘new’ media anymore; people will simply talk about communication channels and which is most suitable for your message. The time when marketing was merely buying impressions, eyeballs, or impressions is gone forever. So the only question left for you is:
How can I best use social media for my organization?
