The 21st century has seen a dramatic shift in the business world due to the rise of social networks. These platforms have completely changed consumer behavior, and as more age groups begin to use them, the impact is only increasing. Companies now have access to a variety of social media sites, such as Twitter, Instagram, Pinterest, and more. Experts agree that these are powerful tools when used correctly.
Social networks provide businesses with an effective way to connect and communicate with their customers in real time. This direct interaction allows companies to quickly address customer concerns and provide support. Additionally, social media is a great resource for job seekers and human resource managers looking for qualified candidates. For example, Poet, a biofuel producer, uses social networks as part of their communication strategy to promote their industry and employees, as well as public policies.
The mobile application environment has allowed services like Facebook, Twitter, Snapchat, Instagram, and TikTok to thrive. People are now checking their stories on LinkedIn, Instagram, and Facebook. While it can be difficult to measure the return on investment (ROI) of social media due to its indirect contributions and results (such as conversation dynamics, goodwill, promotion, commitment, and brand impression cultivation), it is important to link social media to business objectives. To stand out on social media, companies should prioritize personality, friendliness, and realistic communication.
Lori Dykstra, owner of L Couture Boutique, is an example of someone who saw the power of social media marketing before entering the clothing business. Advertising on social media must be paid for; however, creating and sharing content on platforms like Facebook and Instagram is a way for brands to increase their audience organically without paying directly for it. Marketers must be able to meet the changing demands of social media users while still maintaining an authentic brand voice. Social networks have given a voice to those who never had one before.
Companies that embrace this new way of doing business will benefit from the power of social media; those that resist may be left behind.