Cumulative Knowledge


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.

Photo courtesy of



  1. “Make it routine to take pictures with your customers and share milestone moments of your success with your social audience, it’s these points that help to create a warm social experience. We are not machines, so our sales pitches and concepts need to change to speak to consumers just like we would when they walk through your business doors.”
    This is my favorite bit of information from the article. I think it tells what social media is suppose to be used for; a warm experience, that creates an engaging environment for consumers and business owners.

  2. “Having your staff on social media is not bad for business, it has become common social business sense, before you take a step into this action draw up a one page social media policy. If a staff member is not in sales he or she should not be spending more than 30 minutes twice a day engaging with customers.”
    I like this example of what to use in a social media policy. Great article.

  3. This is a great post! I like how you explains how company’s need their social media websites based in one convenient place. I personally hate rummaging through pages trying to find what I’m look for. For example I wish Washburn’s website would change up their site and make it easier for people to navigate. it is also nice for companies to receive instant feedback from customers when they have a place to put their complaints or comments. This kind of interaction with companies allows them to “listen” to their customers’ needs.

  4. I like the idea about an idea board that was mentioned in your link to string theory. With all employees engaged with ideas to post, there are bound to be some great ones. Keeping Linkedin up to date and working for you is insightful and inspires me to go and update mine.because I’m hearing from you how we need to be well-rounded, not just as employees, but as individuals if we want to be relevant on our social media platforms.Good post!

  5. I thought this was such a great post! I think it is so true that people expect an answer right away when they are asking questions to a company that they get products from or just from anyone in general. Our generation is very “now” driven and when we don’t get what we want now we throw a fit. I also think it is true how you stated that if an employee of a company can know everything they can about that company and their products it looks better not only on the company but on the employee as well that they “really know what they are talking about.” I find this to be true at the bank I work for. If I answer the phone or have a customer come in and ask me questions and i have to send them to another person for an answer it can be very frustrating for that customer! Great insight and post! 🙂

  6. I wish I knew who wrote this post! 🙂 I very much agree with your statement that people are now, more than ever, expecting instant feedback. I think this is especially true on social media platforms such as Facebook and Twitter where people often ask questions or post complaints. But responding to other posts that aren’t only complaints or questions can also help a company build a strong relationship with their customers/audience. For example, both Chipotle and Pandora have responded to every single post I have made about them on Twitter. Every single one. It shows they care and that they are listening. Having that positive interaction with them makes me what to use their products and services even more!

    1. I like the comment you made about companies who have a link to a site that does not direct you to exactly where you want to be and a person must click through several other links to get to their destination. I feel this way often about some sites I have used and I simply just quit using them for that exact reason. I like how your post zooms in on that. Great post!

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s