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The Magic of Social Media and Why Your Organization Can’t Ignore it

Written by: Joyce Evans Erb

Article Overview: The Internet has evolved from a curiosity, to a two-way communication platform dominated by academia, and then to a commerce platform that has threatened to make conventional shopping and “business as usual” obsolete. But with that transformation came an example of the law of unintended consequences: consumers became jaded. Barraged by email, banner ads, pop-ups, pop-unders and multi-media online infomercials, the consumer felt more like a commodity than ever. And they started fighting back. Internet users banded together on primitive discussion boards where they found a voice. They were able to communicate with each other, make recommendations, air complaints, and generally provide instant feedback on the quality of goods and service being provided across the ‘Net as well as by traditional land-based (brick and mortar) vendors.

The Magic of Social Media and Why Your Organization Can’t Ignore it

The Internet has evolved from a curiosity, to a two-way communication platform dominated by academia, and then to a commerce platform that has threatened to make conventional shopping and “business as usual” obsolete.

But with that transformation came an example of the law of unintended consequences: consumers became jaded.

Barraged by email, banner ads, pop-ups, pop-unders and multi-media online infomercials, the consumer felt more like a commodity than ever. And they started fighting back. Internet users banded together on primitive discussion boards where they found a voice. They were able to communicate with each other, make recommendations, air complaints, and generally provide instant feedback on the quality of goods and service being provided across the ‘Net as well as by traditional land-based (brick and mortar) vendors. (Blogs are a huge avenue for customers to voice their opinions. That’s why blog marketing is an important factor in your SEO strategies

From those humble social networking beginnings sprang sites like YouTube, Facebook, MySpace, Twitter and other instant communication venues that strengthen the consumer’s voice and deliver huge audiences.

And then there’s blogging. Blogs may very well be the single most destructive force that conventional newspaper publishers face. Advertising is down, readership is down, and venerable publishers are filing for bankruptcy.

Despite All Warning Signs, Many Organizations Still Fail to Get the Message

Consumers want to communicate and it’s no longer enough for them to communicate with each other. They want to communicate with the merchants and organizations they pay for the goods and services they consume.

Providing a Contact Us link is not the level of communication expected. Consumers want to be able to engage in dialog with real people behind the corporate façade. They want to know what the company is thinking, doing, and planning to do.

Consumers want to know that not only are their voices being heard, they’re being listened to, measured and counted. Consumers want to foster a social relationship. They know the tools exist, and they are starting to view any company that refuses to use them with deep suspicion.

Beware the Power of Social Media

A recent article posted on CNN.com looked at an emerging trend in the travel industry: Passengers and guests are turning to social networking to air their travel complaints. And it’s working.

One example cited in the article conveys the story of a guest whose experience at a Las Vegas hotel was disappointing. Unable to resolve the issue at the front desk where it should have been resolved, the dissatisfied consumer took her complaint to the world of blogging. Blog marketing can be VERY effective.

Not long after the story began to circulate she received a call from the hotel’s General Manager. Here’s what he said: “The hotel owners now know what a blog is, and have worked hard to make things right." Along with an apology, she received a free two-night stay.

You Can Let Social Media Be Used Against You, Or…

…you can create a social media marketing plan that gets your message out to the marketplace and creates the warm, fuzzy, connected feeling consumers expect.

It’s up to you.

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Article Tags: ade, banner ads, brick and mortar, commerce platform, communication platform, communication venues, curiosity, destructive force, facebook, filing for bankruptcy, internet users, law of unintended consequences, multi media, pop ups, readership, real people, social networking, twitter, ups, warning signs
Referred by: http://www.searchengineworkshops.com



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Re: Kevin needs "social glue" ideas - [quote="WebBizIdeas.com":gvtxsu7g]Hi, I like the idea of "10 items that could act as "social glue" because I am an internet marketer. But I agree with the rest that the 10 recent post is nice. Maybe we should open up a new section in the forums on Social Media...or Social Media Marketing. I will tell you that the world is about 1 1/2 behind when it comes to understanding social media. Building a section now will put EvanCarmichael.com is a great position a year down the road when people realize Social Media can produce more traffic than SEO. Jeff[/quote:gvtxsu7g] Hi Jeff, Thanks for the suggestion. Why don't you start a new post (with a poll) to see if there's enough interest in your idea for a social media section?
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