The Social Media Takeover

Worldwide ad revenue for social media networks is forecast to top $50 billion in 2018, which means social media has a bigger impact on corporate communication, advertising and marketing than ever before.  Currently we are living in a society that cares more about the newest updates on social media platforms than it does the presidential debate.

 

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What does your Instagram say about you?

In the social media platform world today, we can use the rising controversy between Instagram and Snapchat as an example. Instagram is a follower platform where Snapchat is more of a best friend platform.  Snapchat hasn’t encouraged brands to build up huge followings.  Heart icons do not exist for people to express their approval on Snapchat, which makes it harder to follow accounts because users have to know exact names and phone numbers to find them and add friends. Instagram makes searching a breeze, and its lets brands buy ads that directly link to their accounts, where people can  follow them within seconds.  These companies benefit largely from using social media.  They are able to gain popularity and promotion as a brand, create a positive image, and receive customer responses.  Marketing segmentation can also help companies become more successful.  If companies can identify certain groups of people or organizations with shared needs and characteristics within the broad markets for consumer products, they can transfer these groups into larger market segments according to their mutual interest in their own products utility.

While we may be too caught up in our devices to know it, our online lifestyles have begun to make a real impact in our offline worlds, a trend that doesn’t seem to be reversing.  Corporate communication, advertising and marketing have influenced these lifestyles repetitively as a cohesive unit.  In 2014, Facebook talked with lenders about the possibility of linking profiles to credit scores, and one recent survey showed that 40 percent of college-admission officers now say they peruse applicants’ social media profiles in addition to evaluating G.P.A.s and essays.  Most millennials are treating social media like the stage for their own reality show.  Social media allows its constituencies to show the best versions of themselves online and in the corporate and advertising communities.  This, in its own way, has provided us a means of generating “other selves”.  We are either oversharing, or under-sharing, and it makes me wonder to what extent our online selves are true to our actual self?  From a corporate communication standpoint, I believe that we are being lead in the direction to use social media as a prism.  This prism projects only what we want others to see.

Social media’s role in corporate communication, advertising, and marketing is something bigger than ourselves.   With manufacturers portraying their brands as different from and better than similar competitive products through advertising, packaging, and physical product differences, different constituent groups are feeling more connected by the hour.

By: Shannon Quinlan

Traditional vs. New Media

Social media has spread to millions of different users and is rapidly changing the ways that corporate communication, advertising and marketing reach their constituent groups. Consumers are waiting for companies to interact with them and use different social media platforms to do so. Before looking directly into the fashion industry, we need to recognize the role social media plays in corporate communication, advertising and marketing as a whole.

The concept of branding includes the association of a company or organization through the use of identity, reputation, and image. Companies have little affect on what their brand image can be, because it comes from the constituent groups. Social media has helped create this brand communication by a feedback loop that allows communication from these constituent groups directly to companies. Corporate communication, advertising, and marketing use the social media platforms to create a positive brand image, reputation, and identity for a company. The companies benefit from using social media for customer responses and brand promotion. Companies can no longer control word of mouth and this puts more emphasis on the importance of social media marketing. The most effective uses of social media are achieved through knowing your audience and using the right social media channels. An effective message through social media needs to use a single voice across channels that gives a clear image of your company. To have an effective social media strategy the company needs to know whom they are trying to reach. This falls along the lines of audience groups, and by using different channels, companies are able to reach a wider audience.

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A graphic of Old Media vs. New Media

Brand’s are at the center of the company, meaning that a company’s Corporate Social Responsibility must also revolve around the key objectives of the company. Corporate communication, advertising, and marketing promote the company’s impact on the external environment. They analyze what the current trends are, what the people are talking about, and then incorporate this into the company. By staying on track with the buzz of there company on social media they are able to keep this conversation going and evaluate their company from what is being said about them. This feedback stage allows them to evaluate themselves on where they want their objectives to be as well as allowing them for growth in the company.

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Social media is becoming a top influencer 

In the end, corporate communication, marketing, and advertising departments want sales to increase and more consumers to buy into a company or organization, all by promoting the value of a company. By implementing a strategic plan for social media and mass communication, the company can have a conversation with their consumers. This allows the consumers to engage on a personal level and allow a better understanding of what a company is all about.

By: Corinne Schmidt

Ready, Aim, Fire: Targeting Consumers

In recent years, social media has globally taken over and has become an extremely effective communication platform for companies to interact with and market to their consumers and potential consumers.

Social media has enabled people to have plentiful access to huge amounts of information, as well as being able to share it with others. This has therefore made it possible for consumers to avoid marketplace exploitation, meaning they are a lot less likely to simply believe traditional advertisements and are more likely to look into whether or not a product or service is actually worth their time and money. Other than this, social media

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Companies are able to highly target consumers through social media

has also made it possible to highly target consumers. Nowadays, companies are able to track a person’s online activities and use that information to determine their lifestyle, their demographics, and other factors that could influence what they are most likely to buy/use. Companies are then able to send their advertising messages to the exact type of customer they are targeting.

Using social media as a marketing tool also means that a brand has the potential to build its awareness among the public. Nowadays, a huge amount and variety of people are currently using the Internet in their everyday lives, meaning that it is easier for a brand to make themselves known amongst the public. By having large followings on social media sites, a brand is able to reach thousands, if not millions, of potential customers everyday.

There are two types of social media communication, in terms of marketing. One is paid. This is where the company pays for advertisements to show up online and on social networks, and the other is organic. Organic content is created by the company itself, and can often lead to something called earned media. Earned media is what happens when consumers share their opinions and promote the company with others, either online or by word-of-mouth.

By: Kirsten Matthewman