Social Media, an Essential Tool of the 21st Century

Social media in today’s day and age can be considered a commodity. Today’s modern user engages with a social media platform for pure entertainment, to keep up with trends and influences, to keep informed on current events, or to stay in touch with their families.

But social media is not merely a superficial platform to share memes and Tweet about our favorite celebrities. Social media is a powerful tool that helps bridge gaps between people worldwide and makes communication efficient and accessible.

Social Media’s Impact on Businesses

These days when a consumer comes across a new brand or product, the first thing they tend to do is research more about the company. 

For example, a person might first look up the company’s name or product on a search engine such as Google. If they don’t find a website corresponding to that business, they might take to social media sites like Instagram, Facebook, or even TikTok to see what they can find out about the company. If, at this point, there is still no social media presence, the consumer might begin to doubt the validity and reliability of the company or brand.

In recent years, using social media sites as reliable sources to learn more about brands has become the norm. People turn to social media to educate themselves on a brand’s purpose, the products or services they can offer, and to communicate with the brand.

Building an online presence can help large, well-established brands and small businesses. A small business might use social media to communicate with potential customers and create exposure for its brand and services. 

For an established company, keeping up with consumers online by providing them with online content and information about the brand, and helping them regarding customer service needs, allows them to maintain a positive brand image and retain loyal customers, as well as attract new customers by showing them the kind of goods and services they can expect from that brand.

Both big and small businesses can use these communication tools to build relationships with their audiences and establish a sense of trust, which can lead to cultivating brand loyalty.

Brand Trust is the Building Block For Success

Consumers want to know they can trust you and your product. While social media might still be a place for amplifying aesthetics, potential customers want to know that what you’re sharing with them is real.

Building these personal connections with them through social media grants brands unique insight into what consumers honestly think about their products. The critical factor in these exchanges is authenticity.

Consumers want to feel important and cared for. Suppose part of a company’s customer service model is to reach out and help consumers experiencing an issue with a product through one of their social media platforms. In that case, consumers will sense that they matter to the brand and the company’s success and reputation.

A particular interaction such as that can solidify a consumer’s opinion on whether or not they can trust a company. A good experience can perhaps make them return and become loyal customers in the future. Through the power of social media, those customers can communicate and share their experience with their community, encouraging others to look to that company or brand for a specific product and guarantee good customer service.

Can Companies Survive Without It?

Social media use sometimes seems essential to the modern human experience. But ultimately, there are well-established marketing methods that worked and worked well for companies before the age of social media.

A company can still deliver its message by employing these communications, just not as fast or efficiently.

Putting up posters, handing out flyers, and giving out business cards are just some ways a company can help spread the word about its brand and services that don’t involve creating various social media accounts.

A business can survive without the use of social media platforms. But not adapting to the times and the way the public is consuming content can delay a business’ success by several years and prevent that essential trust from being established. Avoiding social media can prevent companies and brands from achieving their full potential.

Traditional word-of-mouth and paper marketing methods are not as quick as directly talking to and engaging with your target audience by clicking a button.

It is imperative that companies everywhere, big or small, take full advantage of these powerful communication tools available to the world today.