In the world we live in today, advertisements bombard us at a daily average of 500 per consumer. There are little to no venues that do not have some sort of poster, billboard, or company sign on it. Marketers are continuously trying to find new ways to engage the consumer to become interested in their company’s products. The new wave of this future is social media and internet content.
Before I go on to write about social media content used by companies, I should state that I have had little experience interacting with companies from the consumer side. I do have companies that I enjoy shopping with more than others, but I have yet to follow any of them on Facebook, even though I do recognize that there are promotional benefits of following them. I do have some experience managing a Facebook company page that was actively engaged in keeping consumers up to date about company products and promotions. But, I digress and will take a broader point of view about social media.
Companies focus more on social media content rather than on most other outlets these days. Social media has become more interactive and more personal, not to mention more focused. For example, I recently interviewed with Ford and when I interviewed with them they had their own Facebook Careers page. Everyone who is working with Ford or interested in working with Ford could connect through that web page and learn more about the company culture. Through this web page Ford has built a platform for employees and potential employees to communicate over. It is more focused and centralized towards the specific target.
Continuing with Ford, they have a general company and product Facebook page as well. This is a great way to target and personalize their content towards their specific audience. Unlike, TV commercials, billboards, and magazine ads the Facebook page was actively sought out by interested consumers who are motivated to learn more about Ford’s products. The groudswell text talked about this and how company’s can capitalize from this. Ford has tapped in to a free advertising platform that may in fact target more interested consumers who actually seek out to “Friend” Ford through Facebook.
Ford also uses the Twitter platform to keep its followers up to date. This also allows customers to keep updated on all aspects of the company, including product innovation and current promotions. I have yet to identify the difference between Facebook status updates and Twitter Tweets. In class we talked about the fact that Facebook lets people and companies to post up videos and pictures, and Twitter allows the leader and followers to consistently keep consumers and the group up to date.
Companies and other users also run blogs. These blogs may used to generate interest and conversation about a product or company. Other people who really admire the company may create a blog over the company. The difference between the blog and other social media content is the content involved. The blog is more in depth and content filled. It also allows followers and other bloggers to read and comment on that blog through a thread. With anything you read, especially blogs, you should read it with a bit of skepticism and check the sources.
It is the responsibility of the company to make sure that everything that is posted on the social media site is regulated. Just as it could be beneficial for consumers to formulate a positive brand association with your company it could also hurt your brand image. It could be a public-relation dream or nightmare. Companies need to be aware and manage the information released because just as social media content could help generate added revenue it could also hurt a company’s revenue.
