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Social Media. We hear about this term repeatedly and there is a reason why.
As we use to say, numbers speak for themselves, and social media in its entirety is growing exponentially when it comes to traffic and users. But before talking about this, we should be aware of what Social Media really are.
To explain the term, if we get technical, we can say that it “refers to a computer-based technology that facilitates the sharing of ideas, thoughts and information through virtual networks and communities”. In a few words, Social Media are communication platforms where users share simply what they want.
This kind of technology came with the arrival of Web 2.0, let’s remember that this kind of web (developed around 2000) was the first one to promote user’s interaction. Internet started being seen as a collaborative platform where individuals could not only read information but also share contents and even generate and publish them for the community. This brought new models of displaying and consumption, such as websites, forums, blogs and the already mentioned, Social Media.
These new possibilities offered to the users are key to empower them, as they start to feel free to choose what better suites them or even ask for it, in case they don't find it.
This is critical for marketing activities, because companies now must guard what customers are talking about them on the Internet, as word of mouth has a big power between the target (whether it is positive or negative).
Source: Creatiabusiness.com
TYPES OF SOCIAL MEDIA AND THEIR MARKETING OPPORTUNITIES
There are different types of Social Media depending on where their focus is. The most important and popular types are the following ones:
1. Social networks
This kind of Social Media can help us when we want to expand our business or even release it. They are an excellent tool to build brand awareness and strong relationships with the customers, as well as increasing leads and conversion.
The worldwide known ones are Facebook, Twitter and LinkedIn.
2. Media sharing networks
These other kinds of Social Media are more focused on sharing pictures, videos and also going live. Their functions are quite similar to the ones of social networks, but in this case the approach is much closer to the target and kind of informal.
The well-known ones in this case are Instagram and YouTube
3. Consumer review networks
These Social Media are the right ones to find reviews and direct feedback from customers towards a product or, mostly, a service. They are an indicator of how well marketing activities are working and they must be carefully watched since they are a mirror of our company.
The most popular one in this case is TripAdvisor
4. Blogging networks
This last type of Social Media but not less important is the perfect for content creation. Content marketing is very powerful when we want to attract, engage and convert our target. With these Social Media we can publish interesting content related to our market offer under the purpose of generating online traffic to our company’s activity.
The more spread ones are Blogger, Tumblr and WordPress.
Despite the aforementioned are the most popular types, there are so many others, such as discussion forums or bookmarking and content curation networks, for example.
Source: The Ad CouncilTHE IMPACT OF SOCIAL MEDIA
Social Media, when well used, are a win-win tool, because they allow companies to collect a lot of information about its customers and even get direct feedback on satisfaction towards the product’s performance. But also, the target benefits from them since it’s a constant touchpoint with the brand where they can complain, rate or ask about any doubts they might have, what leads us to talk about a closer customer care service that can assess the customer’s needs so much better.
Brands are already aware of this and that is why nowadays it is so common to find them in each and every one platform we (as users) visit. Social Media are now part of the company’s strategy and work as a nexus that gets the message across to the audience, they are used to settle the brand’s image to transmit a consistent corporate strategy with reinforced values and mission and also to promote the launched or upcoming products by telling their benefits.
These kinds of networks imply a long list of pros like keeping us up to date. With a quick search, first thing in the morning, we see what is happening in the world. For example, today is the World’s Music Day and we can read about it on Twitter but also on Instagram, where we can find some reels of people playing instruments or singing.
But not everything is good, Social Media also have a “dark” part and involves big cons. One of them is creating a lot of self-esteem problems (mostly and sadly for the youngest ones) and also setting unrealistic life standards that are impossible to achieve and that make people compare their achievements with others made by strangers, ending up getting frustrated.
This continuous exposure to “perfect” lives and fake scenarios (part of marketing campaigns and influencer profiles) leads to serious injuries, the list is long; depression episodes, eating disorders, anxiety, addiction… None of these are joke at all and the cases won’t stop increasing. This is taken as collateral damage but in the meanwhile is degrading society and we can’t stand idly by.
LET’S KEEP THE GOOD PART!
To conclude, I would like to say that despite being aware of all the positive points that can benefit a brand or company from the use of Social Media as a tool to create links with its target, as a society we have to be very cautious with al the negative outputs that they inherently have.
Humans are a very intelligent species and that implies being able to take care of themselves. What I want to say with this is that we cannot allow a tool that we have created to do so much harm. We must find a way to regulate it and remain the best part of it, removing the negative implications.
The big question now is HOW?
I’ll be happy to read all of your ideas in the comments right below. Please let me know what you readers think about the topic and let’s discuss.
As always, thank you for reading!
J
REFERENCES
Social Media: Sharing Ideas and Thoughts. (2021, 31 agosto). Investopedia. https://www.investopedia.com/terms/s/social-media.asp
Romero, J. (2020, 5 diciembre). En qué se diferencian la web 1.0, la 2.0, la 3.0 y la 4.0. TreceBits - Redes Sociales y Tecnología. https://www.trecebits.com/2020/12/05/que-es-y-en-que-se-diferencian-la-web-1-0-la-2-0-la-3-0-y-la-4-0/
Kakkar, G. (2020, 21 enero). What Are The Different Types Of Social Media? Digital Vidya. https://www.digitalvidya.com/blog/types-of-social-media/
S. (2021, 28 octubre). Top 7 Impacts of Social Media: Advantages and Disadvantages. Simplilearn.Com. https://www.simplilearn.com/real-impact-social-media-article
Comentarios
Regarding the types of social media, I would like to highlight the amount of business opportunities they have. In addition to the importance they have in the digital era, they are very effective and inexpensive means of advertising and promotion, making them indispensable. Therefore every company should use these types of social media, with a constant traffic of content.
Social networks have become a showcase that is within our reach, allowing us to approach their users and interact with them easily, but as you say in the post, we must know how to make responsible use of it, because we must not forget that behind these social networks there are people who can be affected and influenced by our publications or by the unattainable expectations that are generated.
Everything has its lights and shadows, but it is in our hands to avoid that the shadows darken the landscape and become irreparable damage.
Personally, I found this post very interesting and didactic, because it talks about the beginnings of the internet and how companies have managed to adapt to the evolution of the internet to promote themselves in the most effective way. Personally, I think we have reached a point where we have learned to use social networks and the internet, we have found a symbiotic relationship between both parties. Brands upload the right content in order to create links with their customers, and users benefit and can complete their purchase decision process more easily. Although we still must overcome the negative aspects of the networks.
In my opinion, about the types of social marketing, as blogging networks, media sharing networks, consumer reviews, etc. The most important I think is the social media as Facebook, LinkedIn, Instagram, Twitter because our generation are using this type of apps. However, our parents and people from over generations prefer the TV, but on day this is going to disappear.
So, making some campaigns at social media is going to be the future and probably the most efficient.
I think there should be some restrictions in this regard with these pages, especially and mainly with minors.
For me, social networks are a type of communication, information and fun where we can share sentimental, important moments; where we can express ourselves towards others without having to be ashamed obviously taking precautions, where we can spend time talking with friends or family about any topic.