Future Implications

Social media is constantly changing and evolving. This is a challenge in of itself; brands are having to constantly “keep up with the times” in order to being successful and competitive. There are either updates being made, new sites all together or the way of doing things have shifted. There are some implications that brands are faced with regarding social media and these are going to continue.

Some of the implications for brands that I see going forward are; social media is no longer “a should have” it is “a must have” for businesses. If a business is not on social media, it is very unlikely that they are going to have a successful marketing and advertising strategy. Another implication that I see is the company’s rating, this is becoming very popular and consumers are looking toward this for advice, to give feedback and to give their opinion, so that the rest of the consumers know. An implication that is always going to be challenging is the time efficiency of responses. Consumers are expecting a response back to their comment and/or feedback almost instantly. This is challenging for most businesses because they don’t have a social media person that is on 24/7.

With these implications that I have quickly listed can truly impact a company’s existing social media strategy. A company now has to be very agile and be able to shift with the changes that are constantly happening, but it is also important to shift with the implications. If these implications are not handled correctly, it can unfortunately impact the business tremendously because consumers are taking these things seriously and are expecting certain things.

A company’s existing social media strategy is usually something that has been planned and a lot of time and effort have gone into it. It is important for companies to strategize for change, plan for things to shift, or if things aren’t working. It is important to try and stay ahead of the constant change and begin to predict a little.

These implications are happening for more than one reason, and sometimes it is unknown why. Of course people are evolving each day, and with that their expectations are evolving, and inevitably social media is going to be changing because humans are so gravitated towards social media. Of course technology is always looking to upgrade and get better and be the next best thing, and in doing so, behaviors have to shift to adapt to the new technology. Think just ten years back; we weren’t so drawn to social media, we may have used it, but we weren’t gravitating towards it to give a company feedback, we were most likely calling the customer service line. This is how things are changing; behaviors are changing because technology has changed and the expectations have changed.

Yes, this can seem daunting and scary for businesses, but lets be realistic, without this constant change and development, things would get stagnant. Businesses would have no push for innovation, no push for recreating or developing itself. The fact that social media is constantly changing and transforming has forced our businesses to become innovative and create new things and get risky, this is the part that is challenging and this is the part that will set a business apart from another.

 

Resources

https://www.ama.org/publications/E-publications/Pages/ama-journal-reader-july-14-social-media.aspx

 

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Viral Marketing Initiatives

When things go viral, they really go viral and it happens overnight. Why? Things with emotions; any type emotion whether it be shock, sadness, anger, happiness, or anxiety. Emotions get people to listen and remember what they say and heard, and then they ultimately want to talk about because their feelings have taken over. Content that is going to provide a viewer with information that can later help people they know; something useful. It is also said that positive content will go viral mores than negative content, which was quite shocking to me. At the end of the message and/or content, its important to tell the viewer/reader what you want from them, marketing is ultimately trying to get people to do something…don’t assume they know what you want them to do, explain! Ultimately there is advice of some sort, advice to buy your product, advice to use your services, advice to do something a certain way; remember to explain HOW.

When providing your viewers/readers with knowledgable information, make sure you use research to back up your claims. This allows for the viewers/readers to trust and to really connect with the content and therefore spreading their new knowledge to their family and friends. Remember, negative comments/views or feelings to a marketing pitch is better than no comments/views. Don’t be scared to push the limits and possibly getting some of the opposite feelings that you would hope for, if it gets people talking; it usually will lead to a success story.

There is also a term that is used by Jonah Berger, who is the Assistant Professor of Marketing at the Wharton School at the University of Pennsylvania. Berger uses, STEPPS: Social Currency, Triggers, Emotions, Public, Practical Value, Stories. These should be present in any marketing initiative, this is what gets people interested and later gets them talking about the content.

So in short, my 5 characteristics to make content go viral are:

  1. Emotion
  2. Useful information
  3. Provide advice and explain how to use that advice
  4. Use Research to support your advice
  5. STEPPS

An example is:

Oreo in 2013, mimicked and sort of made fun of the Super Bowl that year. The stadium lost power and was pitch black for about a half hour. Oreo made a marketing commercial; “Power out? No Problem. You can still dunk in the dark”. This was soon on Instagram, Facebook and Twitter. They gained 20,000 retweets, and over 20,000 likes on Facebook. The Super Bowl is the most watched television program, so we know that TONS of people were watching that night. So, they have caused emotion, by bringing up a situation that most of the world was aware of and picked fun at it. They also are providing useful information; it’s hidden but it’s in there, you can can still accomplish things even in your darkest days as well as providing advice and explaining to their viewers of how. The research isn’t necessary because everyone is aware of the Super Bowl.

I used this example to show that these 5 steps that I have pointed out; it doesn’t have to be strict and serious, it can be in a light manner. People enjoy something that isn’t always serious; especially after working all day, sometimes lighter material can go viral more than serious content.

 

Resources:

http://www.forbes.com/sites/danschawbel/2013/04/25/jonah-berger-how-to-make-your-marketing-campaigns-go-viral/#23d139081a59

http://socialtriggers.com/craft-contagious-content/