“Social Media success doesn’t happen by accident. It is Engineered!”
Any company or brand which has been successful in it’s social media campaigns or other plans, should have put in lot of efforts behind the scenes. Social Media enables people to connect with rest of the word easily, conveniently, meaningfully and in their own terms. Back in olden days, businesses treated customers as friends. The more a customer is welcomed and pampered, the more customer continues to make business and also recommended it to others. Customers were greeted by name on Over the days, this started fading. And now, again, social media is enabling businesses to get back to that style. It helps brands to get into one-to-one conversation with a large scale of customers.
Social Communication: Social Media is an infrastructure which enables social communication. People share videos, photos, talk, like, express opinions, post thoughts etc on social media. This what people do with social media. And, this activity and interaction is called social communication.
Social Media Program: A social media program planned by any organization cannot be just a marketing plan or blogging. The purpose cannot just be conversation or engagement. It is a force-multiplier. It helps in amplifying any PR or advertising plan implemented by the organization. It can help in providing instant feedback from customers. It also helps in collaboration with customers. Be it Lead generation , Customer retention, Crisis management or Trend identification , a social media program can fit into any need of the organization.
Engagement: Initially, communication between brands and audience was one way. The brand would send a message to audience. The audience would either accept or ignore the message. If at all company wanted to hear from audience, it was through comment cards or customer service.
Then, during early Web 2.0, the online experience became more collaborative and user-centric. Blogs, Forums, Comments in websites enabled customers to talk louder and mostly direct to the organization/brand. Customers started feeling the strength of their voice. So did the Organizations.
Finally, now, social media platforms enable not only communication between organization and customers, but also between customers! This people to people communication has opened the doors to lots of opportunities and challenges for the organizations. On communicating within themselves, people discuss about a brand/product and share review about the same. This influences others in their decision making towards this brand/product. This is called the word-of-mouth. This channel also knows no geographic barrier. It cuts across the globe!
This word-of-mouth has to be positive and should be earned by an organization. And, this is why every brand should integrate Social Media into it’s business model and engineer its success in the same.