Ninety-Four percent of all businesses with a marketing department use social media as part of their marketing strategy (Bosari). Social media is a platform for users to communicate with each other through media, such as; photos, videos, or text. Before businesses used social media they relied on television ads, billboards, or newsprint to communicate with the world. In recent years, much of the world’s population is on social media. Businesses are still debating whether or not to implement social media into their marketing strategy or to just stick to traditional marketing. Most businesses see social media marketing as too time consuming, or even too expensive. However, social media is not just hashtags and random photos, it is a door to almost anyone and everyone around the world to like and share the content that is posted. Social media gives businesses the opportunity to not only create brand recognition and customer loyalty, but has also helped to increase the sales of over 58% of the businesses that are using social media (Bosari). Even though some businesses still enjoy traditional advertising strategies, social media’s benefits, popularity, and corporate use will be more effective in creating a successful business.
Though it may seem like social media is a new trend, it actually dates back to the 1980s (Digital Trends Staff). Before Facebook, Instagram, and Twitter were introduced to the internet, there was a spark of social media. BBS or Bulletin Board System which was the first online
program that allowed users to communicate by posting messages, downloading files, or sharing music (Digital Trends Staff).
Twenty-Three years later LinkedIn was created. Before it was a network for business professionals it was just a place to find former classmates (Digital Trends Staff). Today Linkedin is a place for businesses to be able to add links for company websites, post daily company updates, as well as media like images or presentations so that professionals can network with other professionals.
In 2004 Facebook was next to be introduced as a campus-oriented website for Harvard by student and creator Mark Zuckerberg (Digital Trends Staff). The “like-button” was then created in 2006 when opened to the general public as the world knows it today. A profile where its users can post photos, videos, and statuses to all of their Facebook friends. Games and other apps are available through Facebook as well (Digital Trends Staff).
Not long after Facebook was created, YouTube was as well in 2005 (Digital Trends Staff). Youtube later became the largest most popular online video sharing site, and jump starter for many famous individuals who were once “youtubers”. Users can subscribe to other youtube channels where they can watch content that other users post (Google Ads).
“Twitter is a real time information network powered by people all around the world that lets you share and discover what's happening now” (Wilson 6). In 2006, Twitter was created to keep up with friends by posting a “tweet”, so users didn't have to keep charging their phone bill by texting (MacArthur). In 140-characters or less Twitter’s users would create text posts to their followers using the @ symbol and hashtags; a user could then utilize the retweet feature which meant if a post was retweeted it would show up on their profile page and anyone following them would be able to see it. (Twitter for Business)
Later in 2010 a photo sharing site emerged, Instagram. It was simply a place where users could add photos but today users can take photos and videos, add filters, add captions, tag other users, tag a location, like, comment, and explore other user's posts. In just two months there were one million users on Instagram, and then Facebook decided to buy it (Bruner).
Snapchat was added in 2012 when Facebook attempted to buy it for $3 million, but they later declined. This app works when users send disappearing photos and videos, or “snaps,” back and forth to friends who have added them. When a user takes a photo they can set the timer for up to ten seconds, send it to another user and when opened will disappear after the designated time. Later Snapchat added features where users could add stickers or draw on their snaps, and even add filters. Stories were also introduced in 2013 where instead of sending a disappearing snap to one friend, users could take a photo or video put it on their story where all of their friends could see it, and would then disappear after twenty four hours. A popular feature among users is the geofilters, where if the user has their location on Snapchat would show selected filters for the user's location (Vaynerchuk).
Now if a business puts all aspects of these social media platforms together, then an effective marketing strategy will be the outcome. Social media marketing is the use of social media such as Instagram, Facebook, and Twitter, in trying to promote business to customers (Neti). “Social media gives marketers a voice and a way to communicate with peers, customers and potential customers. It personalizes the ‘brand’ and helps spread the business's message in a relaxed and conversational way (Edmonson).” The use of social media will make more successful businesses because of all the advertising that these platforms offer.
Most business owners think social media is just for kids ‘taking selfies’ and that can be the reason companies decide not to use it. Although, it is working for the 82% of small businesses that do use social media (Collier). Most businesses think that traditional advertising is better, printing newspaper/magazine ads, billboards on the side of the road, commercials on television, or even emailing newsletters (Goodin). That can be true and will still reach an audience, but the ad will only be seen by the 23% of people locally who look at the newspaper (Collier), or watch television. Using social media to promote business will open up to many more people of different demographics, and will get the most out of a business. If a company is only advertising in the newspaper the ad won’t do as well towards a younger audience or people who don’t read the newspaper. Businesses could be missing out on many more customers, the 65% of adults that use social media (Collier).
If a business is trying to get instant results by gaining new customers, than these businesses that use social media will have to pay the high cost that the platforms charge to promote ads. Social Media is so popular because it is free. Twitter, Instagram, and Facebook are all free platforms to use and users can post anything they want. The only way companies have to pay is if they want their post to be promoted on every user's social media ads. On Facebook, users can choose a budget for the amount of engagements they will receive (Facebook). Whereas, Twitter costs $200,000 per day for promoted tweets (Twitter for Business). But, none of these costs are mandatory for businesses. Many may not agree, but there are ways to avoid the downfalls that social media presents; so it will ultimately be a positive addition to businesses.
Despite what business owners may perceive, social media is cheaper, quicker, and provides ways to improve customer engagement. Why would a business waste money on advertising to customers who don’t care or like the product they have to offer? They won’t. With technology that social media offers to its users, the demographics and analytical data will help send ads only to the customers that would be interested. For example, ads on youtube are typically thirty seconds, after five seconds the user has the chance to skip the ad and if they do the business will not have to pay. This tactic saves businesses money and helps to locate possible customers who would be interested (Google Ads). Other than using just a bunch of ads, companies can use the different features that each social media platform has for its users to use.
One feature is Snapchat's geofilters, which are useful if the company is holding a special event and wants customers to promote it by using the geofilters (Smale). Taco Bell and Gatorade were just two examples of businesses that took advantage of the geofilters. On Cinco De Mayo Taco Bell had a taco geofilter promoted for all snapchat users to use. Gatorade had a filter for the SuperBowl which acted as if the Snapchat users had Gatorade dumped on their heads (Pozin). With everyone using the businesses filter’s on Snapchat it will help to spread the word about the company.
Aside from ads, and tools, social media can let the businesses’ customer service employees talk to customers. Whether through tweets, direct messages, or even just comments it will be more efficient to help customers. If a customer has a problem or needs help, most times they will tweet at companies hoping to get the help they need. For the customer it is faster and more efficient than having to call in and being stuck on hold listening to the unpleasant elevator music waiting for someone to answer (Ambrose). Staples is one known business that uses customer service through social media and is quick and helpful (Pozin). Customer service can also run polls and questions or read through comments and suggestions from customers to gain company feedback on ways to improve (which will be better than dealing with unsatisfied customers) (Ambrose). Businesses strive for their customers being pleased with the outcome of their services. The way the company uses social media to their advantage will not only keep customers happy, but will help to build a strong, loyal customer base as well. Companies become more successful because of the features it gives to businesses to share with their audiences for corporate use.
One popular way that many small charity businesses are doing to gain many customers and increase their sales is through brand ambassadors. Companies will recruit brand ambassadors who are skilled and have a large follower base, so that they can post and promote business (Wilson 123). This marketing tactic is perfect for reaching out to an even larger, more diverse customer base and will help gain attention to the company. If a rep is posting content and their followers enjoy it they will usually share it with friends because they become interested in wanting to purchase the products. Blogging and reposting is vital to gain new customers and even employees to businesses (Wilson 103).
Social media’s popularity will get more customers to businesses because of how often people spend their time on social media. “If social media was a country it would be the 3rd largest nation in the world.” (Wilson 2). Many people nowadays are spending their time online, and on social media, checking their phones constantly for a notification to appear on their screens. Customers are online whether on Facebook, Instagram, Twitter, etc. that's where many spend their time (Ambrose). In countries like Dubai, their ratings show that it is their “easiest way to reach a global audience” (Instagram for Business). In India social media is their second largest user base and many business owners claim “It improves marketing to get ahead of other businesses” (Instagram for Business). In the United States, at a business standpoint, this is where their profit will come from, either the 600 million Instagram users, 317 million Twitter users, 150 million Snapchat users, or the 1.8 billion Facebook users, a business could reach almost anyone instantly (Business Insider Intelligence). But, if a company was trying to promote their business to teens, they would choose outlets that are more popular among teens such as; Snapchat, Vine, Tumblr, and Instagram (Business Insider Intelligence). Or if the company was appealing to an older audience like adults they would use Facebook, Twitter, LinkedIn, or Pinterest (Business Insider Intelligence). It would notbe hard to get a businesses name out in social media because of the amount of people who use social media and how often they are on it to share and post. According to Social Media and its Role in Marketing, “70-100 Tweets are sent per second on Twitter”, and on Facebook each user has an average of 120 Facebook friends (Neti). Imagine how fast the word is spread about companies on social media since so many people are constantly online.
Businesses that use social media have become more successful, gained many new followers, and have increased sales. Many companies use social media to appeal to their customers, from posting ‘How-To’ videos like Playstation or Walmart, to using celebrities and customer engagement like Red Bull (Pozin). For example, the company Barkbox posts ‘dog memes’(funny dog jokes) to promote the box as an item customers want for their dogs. Another company that posts funny things to appeal to their audience is Staples. Staples post funny photos about office lifestyles, and how everyone dreads mondays (Pozin). Businesses who appeal to their customers in this way have a better chance at having more customers, because everyone likes a laugh when scrolling through their timelines. Another tactic the successful businesses have used is trending hashtags and contests to engage their customers. L’Oreal Makeup brand posts photos and started hashtags to promote and express womens beauty, using customer photos to express their message (Kolowich). Along the lines of this another company also does the same to market their business, but they are not in the United States. India’s highest activity on social media is for business more than just the social aspect. Indian celebrities use social media to promote their upcoming movies, and others use it to promote important company campaigns (Coliner). Back to the United States, IBM computer company started a hashtag contest “#Hackahairdryer” where users would find different ways to hack a hair dryer then post it using the hashtag (Kolowich). Does this actually get customers to businesses? Well, IBM’s contest reached an interaction of 1.8 million users (Kolowich). Not only IBM, but the famous Coca-Cola Company’s customer engagement gets huge traffic for the business, and over 917,000 followers to their social media accounts (Kolowich).
Step 1: Get rid of all newspaper
Step 2: Use Social Media
Even though some businesses still enjoy traditional advertising strategies, social media’s benefits, popularity, and corporate use is more effective in creating a successful business. Even other countries across the world are finding out that social media marketing is the smarter way to promote their businesses. Many popular companies in the United States already have a large customer base and have had increased sales by using social media tools as a way to advertise their businesses products. The future is very promising for businesses using social media. If they want to become as popular as Coca-Cola and Staples then social media marketing is the answer.
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