In recent times social media has become a critical aspect in the success of a business, especially when their business is centred around sales of a product or service. This is apparent with many large organisations now dedicating full teams dedicated to creating an effective social media presence. Evans (2012) believes that the vast growth of social media is due to the intrusive tendencies of traditional marketing strategies. He also explains that social media does not have this quality, it in fact allows the individual to make a decision on whether they are going to engage with the organisation. However Social media can just be as intrusive as leaflets through your letter box for example, organisations can pay a fee to have their posts appear on your feed without you even subscribing to their posts.
Social Media is characterised by content ratings, reviews and comments (Evans 2012). This is great when it comes to businesses because it allows the organisation to have instant feedback on their products and services. The organisation can then use this feedback to further improve what they are offering to the consumer. Richardson (2013) evidences this by discussing the effectiveness of feedback and how it increases the chance of success. Although I have also found that feedback through social media is not always helpful and constructive. Furubayashi (2014) reinforces this point by explaining that a lot of the time people can be extremely ruthless on social media, and a great quantity of messages received are spam.
Facebook – https://www.facebook.com/keemsiphone
Facebook is a useful tool as it allows the user to create a business page on their personal account, so this is what I did for my business. It meant that I had to create a banner image, I tried to made sure it looked professional and shared a house style with my website.
These pages are used for advertising and marketing purposes, because it is possible to post to a very large audience very quickly. The example above shows me using the page to promote new bamboo cases that are available on my website, and it has allowed me to post a direct link to my webpage, which would stand out to anyone on my page. You will also notice that there is a blue button entitled ‘Boost Post’, if the user clicks this button it allows them to pay to have the post appear on more potential buyers screens, potentially generating more revenue. Very similarly to this I have posted a screenshot above that shows the ‘Promote Page’ button which can show the page on the side of more users home screens if the owner chooses to pay the fee.
Twitter – https://twitter.com/KiAcessories
Twitter is a very powerful social media tool as it allows great interaction with your audience, but one downside is that it can take a very long time to build up a strong audience. Users and businesses have to put in a lot of work to get people to want to follow them, a way in which a business could generate followers is to run competitions. With my page I once again spent time to create and add a header image to ensure that my page looks professional. Also because there are so many celebrities on the site with millions of followers, it means that celebrity endorsement is extremely effective. Even if many of the people do not purchase your product of service, many people will be speaking about it and they will recognise your brand in the future.
Twitter post are limited to 140 characters so it is important that the things written make a strong impact or they will just become lost in a mass of tweets. Similarly to Facebook the posts can be effective used to promote products, the screenshot above shows examples of two tweets I have used. The top one is a Youtube promotional video that Twitter has automatically embedded, this is helpful the the business because it was draw in the audience because it stands out on a page. It also allows me to post links to my actual webpage so users can purchase my products with ease.
Evans, D. (2012) Social Media Marketing: an hour a day. 2nd Edition. [e-book] Canada, John Wiley & Sons. Available from: http://reader.eblib.com/(S(d2me25rb2b3a4mykgucdaihu))/Reader.aspx# [Accessed 10 February 2015].
Furubayashi, J. (2014) A Quick Guide to Handling Negative Feedback on Social Media. [Online] Available from: http://simplymeasured.com/blog/2014/06/16/a-quick-guide-to-handling-negative-feedback-on-social-media/ [Accessed 21 April 2015].
Richardson, A. (2013) Great feedback. Training Journal. [Online] 1, 67-69. Available from: EBSCO Host [Accessed 24 February 2015].