Social media deals with what people need and not what brands want
No doubt the emergence and the rise of social networks has changed all kinds of paradigms in marketing, communication and advertising. At this point, referring to Social Media as an essential and integrated part of any strategy, surely does not surprise anyone. However, even if it seems unusual, there are still many companies that stay distant and away from the reality of media and social networks. Others, however, assume such evidence and begin to take the reins little by little to make their businesses, entities more noticeable, visible and social. Many more and more counted by millions, are the ones that can testify to their successes and failures, their experience and learning.
It was predictable. Since social networks captivated network users, they quickly became the perfect setting for addressing businesses and brands. A space to explore that supposed a whole world of new possibilities given their great virtues and goodness. In a few years, social networks have become digital “metropolis”. Great cities of a parallel universe where the egos of its participants are prologan and extend. Cities whose streets have always traveled to awaken the interest of all types of merchants. A new era for commerce. And this is how throughout this time, while it continued its unstoppable growth, companies and brands have taken on this challenge and have turned social networks into their new battlefield.
In its beginnings, social networks were conceived with a single objective that right now we could call primitive. Its most essential function was to enable people to establish their own networks. And here is the most important nuance, as they were designed for interaction and participation exclusively between people. Its massification after reaching its critical mass became the most powerful reason for the brands to discover the new continent to conquer. Since then, social networks have become ecosystems of coexistence between people and brands that pretend to adopt a more human character without ever losing sight of or leaving their main objectives forgotten.
Evidently, the proliferation of social networks has also brought with it new habits and tendencies between users and consumers, thanks to their more powerful virtues, has given them a new role with much more power and the ability to be heard or heard without being Mute. Social networks have made sense of the conversation uncensored. Recommendations, criticisms, comments, mentions or complaints. They are the weapons of which the new consumer is worth to demand their respect.
We could list the many benefits of adopting social media and social media strategies for business. Being present in the new 2.0 media is already an obligatory task for companies that want to open up to the world and not lock in themselves. However, apart from all the topics, advice and recommendations we can hear frequently, there is a fundamental premise that companies should always keep in mind. And is that “Social media deals with what people need and not what brands want.” And if companies intend to coexist in an environment where the users themselves rule, they must accept and learn to coexist with the new rules imposed.
The connected consumer of our era no longer recognizes itself as an impulsive buyer and to whom it can be easily deceived or conquered. It is a new intelligent being who first demands that he be heard, that he is given the attention he deserves and that his problems do not fall into oblivion when he resorts to brands to manifest a bad experience. Social networks now give you the biggest speaker to publicly and openly express each of your complaints.
Not all brands are prepared to meet such challenges even in their efforts to gain visibility and notoriety through this type of media. If you are sure that social media can add value to your business, before you start with your Social Media strategy, think about whether you are really willing to offer what your own customers want. Then everything else will start to make sense.