Social Media and Global Connectivity: A sweet opportunity for brands
When I think of great social media, I think of companies such as Amazon, Starbucks, and Dell. These companies have excelled in social media, and their online engagement efforts have done wonders for brand visibility and promotions. However, and most importantly, their platform for continued conversation and connectivity has built consumer trust related to their product offerings. People trust others that are like them. People trust brands that appear to be transparent and connected with the wants, needs, and desires of their customers.
As depicted in the graphic, “We are discovering each other—and we are re-discovering the brands we once felt connected with in new and meaningful ways. We are finding out that we are not alone, there are scores of others just like us scattered throughout the globe. We can now do more than merely connected pen pals. We can meet virtually, leave each other notes, share and spread our ideas. We can challenge and inspire others. We have found purpose in the evolution of life. And we have found comfort in the idea that others exist.”
People are sharing with each other and collaborating.
Amazon.com offers many instances for sharing of information and collaboration amongst its customers. This is social media at its finest. Customers are able to discuss and rate products, see what others are purchasing, and then make an informed, confident personal purchasing decision. Many times Amazon.com is my first stop when purchasing anything online or even offline. The vast amount of product information available to the public provides great benefits to all associated constituencies, and is a great place to stay up-to-date with what is available and how it fares in the marketplace.
Distance no longer inhibits communications.
The product rating and collaboration features of Amazon.com are not geographically-bound, and neither is social media as a whole. People are no longer bound to the constraints of their social circles, they are able to connect and converse with people all around the globe. Amazon.com is a result of hundreds of thousands of individuals across the world actively discussing products and contributing to the social-based platform. Another good example of global collaboration and information-sharing is Wikipedia.
Marketing is no longer a one-way conversation.
Marketers no longer throw products and services at consumers. Marketing through social media initiates a two-way conversation. Brands have the ability to interact with consumers, and consumers have the ability to directly interact with the brand.
Social media is limitless.
Social media for marketing purposes is not bound to large companies, such as the ones just discussed.
There are many niche companies (in the long tail) that would greatly benefit from social media, as long as they are actively and continuously connecting with their audience in the platform the audience desires.
Graphic via Flickr: David Armano