strategic communication

“Write to be understood, speak to be heard, read to grow.” – Lawrence Clark Powell

Using Social Media to Stay on Top

Social media has become more than a place to connect with friends, relatives, and strangers. It has become a habit–something to scroll through while passing the time. Whether individuals are waiting for a friend to arrive for lunch or taking a study break, social media is available on computers and a variety of mobile devices. A recent Business Insider report found that Americans are spending most of their Internet use on social networking sites. With so many people spending hours scrolling through newsfeeds, it only makes sense that businesses use social media to share information about both their products and their company. Businesses that post consistent, professional content will maintain strong relationships with customers.

Many online communities thrive on the concept of homophily, that is people wanting to engage with others similar to themselves. Someone who has just joined a sorority may feel compelled to “like” Total Sorority Move on Facebook. Perhaps a recent graduate wants follow @PostGradProblem on Twitter. While some content on these sites may irrelevant to the user, this target user finds comfort in knowing there are thousands of others in similar situations. It would be a business’s advantage to have relevant ads posted on these pages. Companies ranging from apparel, collegiate items, and even recruiting firms would be very attractive for users in these groups. These social sites also share links to other websites that will peak the interest of this age group. Individuals who are loyal to these groups and continually post comments can have enough influence to change how organizations look at advertising. Alexis Ohanian of Reddit explains in a TED Talk that an organization determined to stop the hunting of humpback whales achieved this goal because a group of Internet users got really involved with voting on the name of a whale. Content from businesses that is displayed on popular social media sites will get noticed, and people will respond if it sparks enough interest.

This morning I was scrolling through my Twitter feed and in the middle of all the GameDay tweets and hashtags, an advertisement from HomeGoods from August 29th appeared. I do not follow their twitter account, yet there was a tweet blending in with the rest of my newsfeed. This is an example of a Promoted Tweet, a tweet that can seamlessly appear in a home screen to all non-followers. Promoted tweets can be created based on location, interest, or device.

homegoods

As you can see, HomeGoods is advertising their app because I am looking at Twitter on my phone. The organization understands that a Saturday morning during college football season where Twitter hashtags become trending topics is the perfect time for advertising. The ad did not pop up or flash, but still caught my attention in my newsfeed because it was so different from the surrounding tweets.

Shoe Carnival’s Instagram has recently posted pictures of students in school hallways in honor of back-to-school specials. This morning they posted a picture of shoes with the caption “Where are you headed this weekend?” followed by hashtags. Many users will respond to the question simply because it is nice to feel that one can connect with a national company. Over Labor Day weekend they tweeted a picture of corn on the grill as if at a cookout. Although no shoes were present in the picture, the post was still connected to the company’s profile and showed they are aware of holidays and traditional practices of the public. This account has mastered the social media strategy of personality which is effective for a family-focused company.

Strategic communicators know that using social media is one of the most effective ways to reach a wide audience. Last week I mentioned DiGiorno Pizza participating in live tweeting and becoming a trending topic. It should be a goal for businesses to have popular hashtag trends related to the success of their product and customer satisfaction. If a company tweets information followed by a hashtag and that tweet gets favorites and retweets, it has potential to be shared with consumers outside of its inner circle. Furthermore, users can produce their own tweets using the organization’s hashtag and reach an even wider audience. Trending on twitter in a positive light will improve an organization’s reputation and allow millions to see their brand or product.

Having a positive reputation online is extremely important because of how fast information spreads on the web. One bad comment can be seen by thousands of users and ultimately destroy any credibility the organization holds. One of the backlashes of social media is the amount of deception and fraud behind accounts that anyone can make. Twitter has become a competitive news source but fake profiles are easily created and have the ability to spread false information. Fake profiles for celebrities or politicians can often skew the opinions of users who blindly follow them. Twitter attempts to solve these problems by providing a blue “verified” check mark next to legitimate profiles. The check mark certifies that tweets are from the user or the user’s team, and accurately represent that user’s views.

Many businesses are not only using social media to promote their brand, but to promote their company itself. LinkedIn has become increasingly popular for those looking for jobs, but many recent graduates don’t have enough information or experience to make their profiles stand out. Organizations are posting open job opportunities on Facebook and Twitter because it increases the chances of the job being seen or shared by users. For example, Phi Mu Fraternity was hiring a chapter consultant for the 2014-2015 year. Information about the job and how to apply was listed on their official Facebook page. Since it is a national organization, Facebook was an efficient way to reach as many members possible. Local organizations can also use social media for recruiting. Research Triangle Park, located in North Carolina, has a Twitter name @WorkTriangleNC. Every Tuesday they use the hashtag #TriangleTuesdays and post about 10 open positions for companies in the area. Once every job has been tweeted, the account will tweet a link to the complete list of jobs mentioned throughout the day. This makes it easy for job searchers to see what is available. Anyone interested in working in RTP can have access to this information just by following their account. The account is especially beneficial for those looking from out of town who do not benefit from local word-of-mouth information.

triangle

Social media is a unique platform because everyone has access to post anything they want. Organizations, along with their members, must keep in mind that information posted on social media has the potential to be seen by millions in a matter of seconds, no matter the location. Those who establish a trusted reputation will retain a consistent following, ultimately keeping their products and their company on top.

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