Social Media is Changing Business CommunicationBy Xavier Ahern
February 17, 2020
Since the advent of the world wide web and as access to the internet has grown, so too has the operation of today’s businesses grown and evolved. Social media has compressed the globe into the digital realm, and the world of business is taking advantage of the expansive network that everyone now has at their fingertips.
One of the most important aspects of working in business is communication. Communication between businesses and their customers allows companies to create better products and mold their services into something that their consumers want and petition for. Social media gives the average consumer a platform to voice what they need from the businesses they follow and patron regularly. This means that businesses are able to regularly form important connections.
It also means that customers are more powerful than ever. While it’s true that businesses rely on consumers to keep their companies going, customers now have the ability to share experiences, good or bad. Google Reviews can make or break small local businesses, and Facebook horror stories can go viral in a matter of hours, attracting national and sometimes even international attention. Businesses can no longer sweep bad customer experiences under the rug and hope they go away. When something goes wrong, customers demand change, and businesses have no choice but to comply or watch their business suffer. In a way, social media keeps companies more accountable. There’s almost a kind of checks and balances system going on between customers and businesses now.
Companies today also use social media to market to new potential consumers. Social media marketing is now a mandatory aspect of advertising. If a business doesn’t have a presence on social media, they stand a chance of becoming invisible to the average consumer, someone who spends a great deal of time scrolling through social media feeds and past audience targeting ads. If a company wants to be successful in using social media, gaining an audience is essential. The larger audience a company has, the more brand visibility it gains.
Many businesses are even boosting brand visibility by buying followers on Instagram. Now, buying followers on Instagram and other social networking sites sounds like a gimmick, but for many companies just starting out on social media, the first few followers are the hardest to snag and keep. Once follower and like numbers begin to grow, the chances of a social media profile or post gaining more traction go up. A single consumer has hundreds of potential consumers connected to them via social media. Brand visibility needs to reach as far as possible to make a difference for a business.
More than anything, social media is always changing and always evolving along with the rest of the world. Businesses using social media now have access to the direction that their customers want them to go; everyone has the opportunity to change together. A business that doesn’t keep up with their constantly progressing consumers isn’t a business for very long.