Social Media Vs Other Media
Young people and adults alike have taken an interest in social media networks and its various channels, and this movement has expanded around the world. Thousands of people connect on to the internet every minute to conduct conversations utilising one or more forms of online communication. Similar to this, millions of people utilise social media in one way or another. This can only signify one thing to a marketer or company: they have a sizable window of opportunity, even if only half of them are interested in their offering.
It is common to see that more than 60% of people are conversing about some kind of product or service and exchanging their expertise and experience. Therefore, no Company can afford to disregard the general consensus or word-of-mouth publicity and opinion created due to its dynamic potential. A company nowadays has no choice but to be present and take part in the Social Media Network, whether they want to or not.
It is crucial for marketing professionals and management students to have a thorough understanding of this media. It is crucial to comprehend how social media networks have developed in order to fully comprehend the impact of media on consumer behaviour.
Internet started to gain popularity in the 1980s as computers became more accessible and its use for both personal and corporate purposes started to drastically expand. Higher internet bandwidth and speed made possible by technological advancement led to broadband and Wi-Fi connections. Before the internet gained popularity, people all over the world were used to being hooked to the TV and reading newspapers. The marketing and media industries were accustomed to audience targeting, creating print media campaigns and adverts, and displaying their commercials during TV commercial breaks. Even if they did not like it at this point, the audience was forced to see the advertisements for they were not in control of the medium.
The definitions of communication and advertising completely altered with the development of the internet and the introduction of emails. They discovered they had a significant potential when several internet industry professionals experimented with including commercial information in emails. With only the press of a mouse, companies could suddenly reach and target millions of audience members by sending emails with adverts and marketing messages. A new industry that sends spam emails quickly emerged as a result of this business trend.
Although the people had no influence over the TV advertising, they did not like getting spam emails, especially since they were unsolicited, were sent directly to them, and were sent to their personal mailbox without their consent. Anti-spam technologies, systems, and businesses that specialise in anti-spam litigation were created as a response of a public uproar and persistent opposition to spamming.
In parallel with the rise of email spam, we also saw the emergence of online advertising on websites that instead of violating people's privacy by sending unsolicited emails, offered banners and tags with advertisements that could be clicked to visit the specific website of the business selling the product, etc. Online advertising on the internet has undergone a number of changes.
Social media network development at this time has been a very beneficial and welcome shift that has been largely appreciated by people throughout the world. This has gained popularity simply because people, not the company's advertising or participation, continue to have the majority of influence over the debates and content. Second, the talks involve casual dialogues and voluntary group engagement from the participants. Everyone has the right to voice their ideas.
Marketing professionals need to understand that social media is participatory and that consumers, not advertisers or marketing agencies, hold the power in social media. This understanding will help them develop their online marketing and advertising strategies as well as show them how to engage with and influence their audience on the social web.