by Kimberly Eugene, 06/22/2022

Digital evolution and technological advancements are being made each and every day, and it is argued whether new technology like social media is creating better-informed and more knowledgeable citizens of society, or if it actually does more harm than help. Millennials are often criticized for their large use of social media, with the theory that it relates to why younger generations have the lowest trends of civic engagement and social capital, citing these new technologies as the erosion of social capital. However, community is no less important to the millennial generation than it was to any previous generation.

Social media communities allow us to connect through online communities and make change. Social media is defined as a group of Internet-based applications built on the ideological and technological foundations of Web 2.0 that allow the creation and exchange of user-generated content, including everything from blogs, collaborative projects like Wikipedia, social networking sites, content communities such as YouTube, and even virtual game worlds such as World of Warcraft. This medium of communication developed from Web 1.0 which used a one-to-many diffusion method, such as a bulletin board, and grew into more of a personalized and transactional experience with the introduction of Web 2.0. Because research shows that adults are spending 8.5 hours per day in front of screens (Zackon, 2009), it is only natural to question what type of influence this has on everyday lives.

Social media is able to inspire human behavior change.

Social media has been able to push individuals towards more participatory, globalized, and civically engaged spaces by changing the ways in which users gather and disseminate information. Social media does not fundamentally change the ways in which audiences make decisions about their everyday actions, but simply maximizes the opportunity for marketers to reach and interact with consumers. Some popular social media examples include platforms like Facebook, Instagram, Twitter, YouTube, and so many more that have specific differences, however, it may be more useful for marketers to have a strong understanding of how social media is able to inspire human behavior change than it is to know about platform-specific tools.

The user-generated profile feature of social media is the closest connection many media producers will ever have to the individual personality of an audience member. Because communication is all about behavior change, this information proves to be very useful to marketers. Starting at product awareness and ending at product adoption, the diffusion of innovations theory explains how new ideas spread through media outlets over time among members of a targeted community. Mass communication through social media is able to spread a single message to multiple audiences in a much more efficient manner than any other type of communication with social media providing the tools for mobilization by connecting individuals with a larger social network that feels the same way and is ready to take action.

This rise in the importance of these social media technologies can also be seen in the convergence of media, where markets and products are being combined to meet various consumer needs. A good example of this is the television program, “American Idol”, where viewers must vote using a required phone application or mobile website. This combination of mass media and social media communication gives marketers real-time insights into the minds of consumers so that the best product can be delivered.

Key Differences Between Each Platform

Each social media platform is different, however, there are 4 popular and effective platforms that are pretty much standard, depending on the message you choose to disseminate.

Facebook was created as a way for collegiate students at Harvard to communicate with each other, however, due to its popularity was offered up to the public as an online community for reconnecting with old friends. The platform offers a wide array of communication tools and has no character limits when posting, which can grant business owners more control over messaging when compared to a platform like Twitter, which is more confined with a character limit of 140 and offers less profile personalization. This could seem like a drawback for some, but it is a benefit to those that don’t prefer to see paragraphs of posts. Instagram is another platform that suggests more of a content-based presentation with photos and short videos taking the main stage, while YouTube encourages full-length video content and productions. All of these platforms have their purpose in the grand scheme of social media and it is my opinion that they are all needed at some point.

The point of having different types of platforms that offer different ways to share is all about controlling the message. There are different ways to disseminate a message through social media. Storytelling has evolved throughout history as one of our most primary, powerful, and persuasive forms of communication. Coupled with media messages on social media communities, audiences can be guided through company culture and shape their own brand experiences. An example of this is a television commercial versus a paid social media ad. TV commercials use a one-to-many method which allows for more control of a message but may limit consumers’ experience with the message. However, social media ads lose some of the control but gain more engagement and brand loyalty. Additionally, research has found that social media increases brand recognition and customer loyalty, generates greater exposure for business, increases audience traffic, improves search ratings, results in new business partnerships, reduces marketing expenses, and yields a higher conversion rate. (Stelzner, 2011; DeMers, 2014)

"Social identity theory demonstrates how humans perceive themselves through their interactions with others, the status of their network, and support from institutions."

Social media provides an ideal way to communicate with customers without disrupting their everyday routine. It prompts consumers to think about a product or brand when they otherwise wouldn’t. Because traditional commercials and ads can now be skipped on many platforms, this approach proves to be a viable path to business success. A company’s social media sites should not focus on the business or the product, but more on the brand’s story and inviting consumers to share their stories/experiences with the product. In this way, consumers transform into brand advocates and spread the good word of your brand to their own individual communities with their user-generated content being disseminated through social networking sites. Instead of a group of strangers from a company selling something, the media messages come from those we know interpersonally and with whom we have already built relationships.

Social identity theory demonstrates how humans perceive themselves through their interactions with others, the status of their network, and support from institutions. One media message posted to social media can spark the consumer evolution process where individual consumers begin to change their own habits through mindful shopping and find communities in which they participate, eventually connecting communities and building new communities, driving the awareness of the brand’s message.

Consumers who identify with a cause are likely to exhibit increased loyalty, repeat purchasing behaviors, spread positive word of mouth, and show increased resilience to negative information. (Lii, 2011) On the other hand, companies must use caution when building relationships with consumers and not overstate or exaggerate their messages, resulting in cause-washing. For example, an organization may proclaim to be the most eco-friendly company around, however, the organization may lose a connection with consumers if they discover evidence alternative to the message being broadcasted by the company.

Current social media marketing trends are always changing. One trend that has gained popularity since its introduction is the use of memes such as humorous images, videos, pieces of text, etc., that are copied (often with slight variations) and spread rapidly by internet users. The Susan G. Komen Foundation reported an increase in interest and contributions following a popular viral meme. (Stein, 2010)

It just goes to show that these social media platforms are more than just a way to pass time, but they are also a way to produce behavioral and societal change on a scale that was previously unattainable.

Kimberly Eugene - Content Marketing Specialist

*Owner of PRTYNVRNDS LLC*
*Futuristic | Strategic | Developer | Positivity | Relator*
prtynvrnds.business.blog

References:

DeMers, J. (2014) The top 10 benefits of social media marketing. Forbes Magazine. Available at http://www.forbes.com/sites/jaysondemers/2014/08/11/the-top-10-benefits-of-social-media-marketing/ (accessed June 8, 2016).

Lii, Y. (2011) The effect of Corporate Social Responsibility (CSR) initiatives on consumers' identification with companies. African Journal of Business Management, 5(5), 1642–1649.

Stein, S. (2010) Breast cancer awareness just gets sexier every day. Available at http://jezebel.com/5657153/breast-cancer-awareness-just-gets-sexier-every-day (accessed June 8, 2016)

Stelzner, M. (2011) Social Media Marketing Industry Report. How marketers are using social media to grow their businesses. Available at http://www.socialmediaexaminer.com/SocialMediaMarketingReport2011.pdf (accessed June 8, 2016).

Zackon, R. (2009) Grounding-breaking study of video viewing finds younger boomers consume more video media than any other group. Available at http://www.researchexcellence.com/files/pdf/2015-02/id124_vcm_pressrelease_3_26_09.pdf (accessed June 8, 2016).