Improved mobile connectivity globally has increased `on the go' social activity, from catching up on friends' updates to sharing content and watching video. Social media usage research in the US from Ruder Finn measures the reasons why people go online and socialising is one of the key drivers:
A marketer with a strategy has a framework through which to plan, prioritise, execute, measure and optimise. This typically will lead to better results because the activity has direction, even if the direction needs to evolve and change as the marketer learns from real data.
For years retailers have known that customer ratings and reviews can increase conversion rates through the power of peer influence; feedback from another customer is typically seen as trustworthy. Expert endorsement also increases brand credibility. For example, in highly specialised tech markets like audio visual, the experts' opinions are highly sought after and can make or break products.
If the first era of social was audience building and engagement, the current era is focused on commerce and personalisation. All major platforms have heavily invested in their advertising solutions to lure marketers with the promise of improved APIs and smart targeting, including the ability to upload email lists to run personalised remarketing campaigns.
Mobile, social and the underlying technology have combined to provide an environment in which people can access, use and share information on their terms. Friends of mine rarely read blogs or emails; they use Facebook as their content stream. The disintermediation of content means that you have to understand the role social plays in customer communication.
There are good things that we can attribute to social media, primarily in terms of providing a voice to people and groups who previously struggled to be heard and of making information transparent and portable. However, it also amplifies the voice of discontent and vitriol is not uncommon. Jumping on angry bandwagons is also something that social seems to fuel periodically.