By” Megan Dortch
Social media has already changed the way we communicate and gain feedback. Companies can monitor their viewing history and gain a sense of what works with their audience and what does not. This sets a future precedent for what posts and information will be if the company keeps the same target audience.
As discussed in our “Likeable Social Media” book, social media is not strictly just advertising or marketing to customers, it is a medium that is expanding to include multiple departments. Customers are expecting immediate feedback for their questions, problems, ideas, etc. and it is up to the employees of a company to be well-rounded and know a lot about everything so they do not lose customers. With the internet age being instant, customers demand instant, accurate replies to what they have to say.
Company social media sites need to all the resources of a website in one convenient place. If customers have to click and go through too many menus to reach their destination, they may become unloyal and switch to a competitor who provides easier access to goods. This is where being a well-rounded employee comes in. Links go bad, new applications are produced quickly and content changes. If employees can respond to criticism and engage with customers in a positive manner, all the while making sure the site is up to date; that’s highly valuable to companies.
The String Theory effect explains why being well-rounded and up to date on applications and information will benefit a company. It explains it through LinkedIn. If someone likes your company’s page and 20 of their friends fall within your target audience and see that their friends like your page, BOOM. New customers. Then apply that theory to every person who likes your page and you have a melting pot of social media success.
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