Amongst the rapid spread of misinformation, controversy’s and overall cyber misuse, social medias capacity for positive change can be easily overlooked. Whether we like it or not, social media is at the core of todays digital world. In saying that, when used productively these platforms can be leveraged for good, offering unique opportunities for connection.
Social Media promotes connections by facilitating a shared space for individuals based on aligned values and interests, regardless of geographic location. With personalised data collection, the digital platforms are able to target posts and hashtags based on what users are specifically interested in, enabling them to follow accounts, blogs and online movements along with similar users. The ability to comment and respond in real time promotes conversations, sharing new perspectives and creating communities within the digital space. These communities make many people across the world feel seen, supported and less alone by empowering the users through a new found sense of belonging. The ability to post anonymously can provide a safe space for users to share personal struggles without judgment or shame, seeking advise from others. Social media facilitates many online communities surrounding mental health, LGBTQ+, parenting support etc.
Marketing
Without a doubt one of the greatest strengths that comes with social media is its capacity for brand development. Social Media has transformed the marketing landscape, resulting in businesses driving sales through engaging with their audiences
A Cost Effective Form Of Marketing
Traditional means of advertisement such as Television, Radio or Print Ads are expensive. These methods also are not target precise, meaning they do not always reach the intended individuals that are potential customers. Alternatively, social media provides the opportunity to target users based on interests, age, location, behaviours, and even job titles as a result of detailed demographic data. Not only does data assist with the distribution of advertisement but it can also be utilised by brands to monetise the performance (click rates) of their ads, enabling them to apply strategies for maximum impact.
Creating a Brand Identity:
Social media has revolutionised the dynamic in a brand to consumer relationship. Social media presents brands with an opportunity to create an identity beyond their products, humanising the content that is published to make it more relatable. This “Behind-The-Scenes” style content pushes brands to be more authentic and transparent, further developing their trust and customer loyalty.
Brands can provide strategy with how they develop their digital persona, taking many varying routes including humour, professionalism, sense of community ect. Users will then follow the pages, enabling them to enjoy consuming the content without realising it is advertising. This works as a community building opportunity, through direct interactions and the possibility for user generated content.
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