The interactive Social Media platforms have radically changed the communication paradigm. Due to the rapid adoption of Social Media Marketing as a major communication integration medium, it’s necessary to consider how the social interaction has affected the communication process.
Basically the process works as it follows:
Social bookmarking sites place content (such as blogs or web pages) into an active eco-system that allows social media interaction such as Twitter or Facebook. This content is then shared and spread virally through the connections made from interaction on the social media eco-system. This refers to people being linked to people through common groups, associations, interests etc. Since this becomes the “six degrees” of separation this interaction causes the viral effect. This social media platform allows the interaction and the ability for the model to flow and become organic. Then, the social networking platforms enable the connection with the public through the engagement approach caused by the “two-way street” interaction process, linked to the social bookmarking sharing perspective. At the same time, while the driving forces of one side are acting and creating communication. The driving forces of the other side, such as social recommendation/reviews, measure the impact of the information canalizing the conversation created by the outgoing network and turning it into a valuable feedback experience and exposure reach effect, which melts in the same process as the conceptualization of the blogging platforms, harnessing the power of its SEO and highly page rank properties to deliver the most effective exposure impact.
The Social Media Integration Model has an impact on the overall effectiveness for the Social Media platforms. For this reason we may want to consider all the elements when developing Social Media strategies.
The advent of social media should not be taken as antagonist to corporate culture. Every company’s strategic arsenal should include social media as an organic dialogue to further embody the spirit and letter of its purpose. There is no company in the world that doesn’t include in its purpose a quality-oriented focus, whether the company is a service provider or a product developer. Social media must be weaved into the company culture as an expression of what the company does well – what it’s known for. Some executives believe social media is merely a fad, a tool that inherently knows no bounds and therefore cannot be controlled.
Social media laws / guidelines are still pretty murky at best at most companies. While many corporations are aware that they need to have a social media presence, that they need to wage social media marketing campaigns, and that they have to actively manage their company’s online social reputation, very few are wading in to take advantage of the many benefits that could come from allowing their employees access to social media sites while at work.
This is a shame because the fear of security breaches and lowered productivity can be easily addressed. While Old Spice’s “Man Your man Could Smell Like” is making waves across YouTube and resurrecting the brand from a sleepy old man’s cologne to a relevant, trendy fragrance for young jocks, your company might still be worried that all your employees are busy doing is watching the clip over and over again on YouTube. The point is, people use social networking sites whether you want them to or not. It is time to face the fact and use it to your company’s advantage.
Social media and content marketing success doesn’t happen overnight. While it’s possible to catch lightning in a bottle, it’s far more likely that you’ll need to commit to the long haul to achieve results.