Development Of Social Media: Do Businesses Have To Rely On Social Media In Order To Be Successful?

Social media has changed the way we live our day to day lives. The introduction of web 2.0 and the concept of User Generated Content (UGC) has shaped the way businesses market themselves.

The way businesses promote their products and or services has changed. No longer are they getting their message out to as many people as possible, now they are selecting a pool of consumers to receive that message.

With technology now available to analyse the behaviour of users through things as simple as; what posts you like, or the people you’re friends with online, help businesses select who their marketing messages are going to (Jennifer Golbeck)

Businesses now need to analyse their consumers to provide them with what they want, in order to remain competitive.

Previously, a business’s reputation was controlled by press conferences and public relations input, however that is no longer the case!

A businesses reputation is harder to control these days with consumers now having the power to influence a brands image with just one click of a button.

Users trust the opinion of other users when making purchases rather than the business itself (Chari et al.). Therefore, businesses need to focus more on allowing the consumers to promote their products, and concentration more on making the consumers experience post worthy!

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The idea of word of mouth can arguably be now known as world of mouth (Erik Qualman). This concept is a great way of describing how social media has a global impact on a business. We can see reviews and recommendations that go viral about places for anywhere in the world from people all of the world! Organisations no longer need to just worry about the opinion of those in their local area, but also the opinion of those globally. This adds to the pressure that social media has so much control over a business.

We are so consumed with social media and the benefits it brings us that we almost forget the impact it has had on the way we live our lives and the way businesses have had to adapt. Businesses don’t have a choice in whether they should rely on social media, but are rather forced to rely on it. Therefore, they should embrace social media, make the most of it, use it to their advantage, it seems to be a crucial part in the success of a business.

I do still wonder whether there is a way businesses can ever regain control in the future? And if so, how?