Social Media: Changes in Online Communication

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Social Media: Changes in Online Communication

Evolution occurs in all areas of life, including technology. As shifting factors merge, we begin to see an evolution in communication patterns. In order to follow the growth and evolution of communication, Charles Darwin’s survival of the fittest theory must be factored in. In the simplest of terms, which of the following forms of communication is the fittest for today’s world: newspapers or social media? The answer is quite obvious.

Now that most of us have converted some—if not all—of our marketing strategies from print media to online platforms, we can delve deeper into the evolution of communication and discover key strategies for surviving in the social media marketing world.

Most companies and social media users only skim the surface of social media marketing. We know how to post a tweet, post on Facebook, write on our friends’ walls, and bookmark a post we love. But these activities are merely skimming the surface of social media. The average posts and tweets aren’t going to cut it; there needs to be a level of value and intelligence in your posts.

As more and more new forms of social media arise and older platforms continue to grow and change, it’s difficult to understand each and every one in its entirety—especially when you have a business to run.

For this reason, many businesses seem to be following one specific generic formula: post a video, post a picture, post company updates, and interact with others. That’s great and all, but what does that even mean?

There needs to be a deeper analysis of these elements in order for you to survive and stand out above your competition (who is most likely following the same generic formula).

What makes an engaging photo? What inspires consumers to watch your videos and take that extra step to contact you? And what’s the point in interacting with others, and how can you build a relationship from this interaction? The answer is simple. Use your brand message in all that you do as a way to connect to your target audience’s needs and desires. The implementation of broadcasting your brand message, on the other hand, is not as simple.

Below are two steps required to break free from the generic social media marketing formula, evolve with communication, and rise above the competition:

1. Don’t chase the crowd—stay on top of it: Imagine running in a race. Those with more endurance and strength are going to lead the pack. The stragglers are holding onto the end of the line with dear life, but will eventually get tired and fall. Anyone can stay at the top of the race—you just have to have the right strength and the endurance to continue to succeed.

Your strength in social media marketing: Knowledge. Understand how social media works and how social media users behave. Specifically, understand how your target audience behaves on social media sites, and engage your prospects with your unique brand message. When you stop learning about new social media sites and the capabilities that all social media sites have, you’ll move further and further back on the chain.
Your endurance in social media marketing: The right attitude and the ability to believe in the power of your brand message. Never stop.

2. Refine your brand message and tactfully embed it in all you do on social media: You have two options: continue to market your business on social media based on a generic formula, or break outside of the box and showcase your unique brand message. Option two is the way to go if you want to succeed in today’s world of communication.

If you’re not projecting an accurate brand message on social media platforms because you are unclear about what your brand message is, it’s nearly impossible to connect with your target audience and engage them. The key to engaging your target audience is understanding your brand message and incorporating this messaging into everything you do and say online.

Our conclusion: The people who are looking deeper into the capabilities of social media are the ones who are going to survive in the world of online communication and marketing. The ones who continue to skim the surface of these complex communication realms are the ones who will vanish along with the outdated forms of media.

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