Understanding
Group Behaviour on Social Web
The internet has
opened up new channels for engagement and communication among individuals
living all over the world, erasing boundaries based on time, space, and
geography. Technology has made it possible for individuals to interact with one
another not just through communication, but also through several group
activities. As a result of group debates on any issue, group activities, or
what social web media refers to as networks, are expanding and learning about
the notion of collective knowledge. Blogs, forums, photo/video sharing, music
sharing, emails, chat, SMS, podcasting, microblogs, and wikis are just a few of
the channels that make up the social web. Some of the most well-known names on
the social web are Facebook, Youtube, Linkedin, Wikipedia, and others.
Anyone working in
marketing has to grasp social media both as a participant and, more
significantly, as a marketing expert who represents their organisation.
Existing and potential customers can interact in social networks and on the
social web by exchanging information and sharing their consumer experiences,
which can assist potential customers become more informed and influence their
purchase decisions.
One must first
explore the many channels to determine the type of network that exists in order
to comprehend the actions of the individuals and groups using any social media
channel. People conversing and communicating with one another may be seen in
some of the channels. Within blogs and forums, there are debates between group
members over a single shared subject. Intergroup conversations, as well as one
group speaking to another and debating issues and subjects, are also common.
Each of these organisations and networks has the ability to have an impact on
how talks and opinions turn out. Because of this, it would be useful to
understand group dynamics and identify the controlling, influencing, and
moderating variables and factors while developing strategy to participate and
influence the discussions from the point of view of marketing.
One of the most significant and effective aspects of debates
within and between groups is their ability to develop intellectual arguments
and factual material by filtering, evaluating, and assisting others in making
educated decisions, as well as enhancing the bargaining power of the consumer. People flock to the social web with their needs and requirements because
it is simple to gather all the information they need by simply asking
questions, being able to understand everything there is to know about a
product, having access to those who have used the product, and others who can
shed light and help with the right decision making .People love socialising in
a sense while also finding it beneficial to talk about and learn more about the
goods and services they are interested in.
Marketers would do well to keep in mind
that, when it comes to the social web, what matters is not what the marketer
chooses to inform and advertise to the customers, but rather the actual
experience and opinion of the customers who are participating in social media
networks and discussing with one another. As a marketer, you have the ability
to shape the conversation, and how well you do so will rely on the strategy and
execution of your communication plan. This in turn necessitates having a
thorough grasp of the social network and constant participation in it, as well
as the ability to constantly feel the pulse of the group.