Social Media has become an essential marketing tool for businesses that aim to succeed today, from direct electronic information exchange and virtual gathering places, retail platforms and even global forces for good.
Social media is an incredible force of change, giving marginalized voices a platform from which they can use memes, publications and entire online worlds that highlight their viewpoint and break into mainstream consciousness. Furthermore, celebrities and non-profit organizations leverage social media platforms such as these to raise awareness on important topics like mental health, environmental sustainability and poverty by sharing their own personal experiences while inspiring others to follow in their footsteps.
Social media refers to any platform that enables its users to create profiles, share content with friends and followers, and communicate among themselves – this includes popular services like Snapchat, Instagram, Facebook, and Twitter; video-hosting websites/apps; blogging platforms as well as traditional media sources like television, radio, or newspapers can also fall under this definition.
Although some use the term to encompass any digital communication, most commonly it refers to two-way interactions between people whereas traditional media like television and radio is one-way information flow without an ability for users to respond back, such as magazines.
Many social media platforms are designed with user engagement in mind, including how they display information and how they foster interaction between users. Facebook and Instagram offer “stories” features which allow users to post short videos or images with captions that will disappear within 24 hours; Pinterest offers visual storyboards of ideas for everything from home decor to food recipes.
US social and content creation platforms are responding to consumer demand with new shopping capabilities, with TikTok adding an in-app purchase capability in addition to existing e-commerce partners like Amazon and Google.
Managers need to stay abreast of social media’s evolution so they can make informed decisions regarding employee engagement and the promotion of organizational missions and values. This should involve using analytics and management tools on an ongoing basis in order to stay abreast of trends; also important is making sure social media accounts and profiles are being monitored regularly to ensure only positive conversations are happening, with no negative content shared as part of a company profile or account.
While social media offers many benefits, some are becoming increasingly worried that some individuals may spend too much time using these platforms. This could lead to issues like cyberbullying, addiction and exposure to content that is not age appropriate – not to mention a sense of isolation as more time is spent online rather than face-to-face with family or friends.
