Communicating in the 21st Century
July 30, 2011
A lot of research has been done over the last few years to prophesize social media as a new form of customer-centric relationship building. Building a network or using social media to deepen customer intimacy has become the norm of today. However, what is often overlooked is the impact of social media to change behaviors, and the potential to use social media to impact a professional’s decision-making processes. This article discusses the effects social media has on business, its advantages and disadvantages. Social media can affect business’s marketing, communications, reviews, transactions, day to day operations, and other business aspects. What is social media? The first part of the term, social, refers to the instinctual needs humans have to connect with other humans. Humans have a need to be around and included in groups of similar like-minded people with whom they can feel at home and comfortable sharing thoughts, ideas, and experiences (Safko, 2010, p. 4). The second part of that term refers to the media used to make those connections with other humans. Whether they are drums, bells, the written word, the telegraph, the telephone, radio, television, e-mail, web sites, photographs, audio, video, mobile phones, or text messaging, media are the technologies used to make connections (Safko, 2010, p. 4).
The application of the terminology social media is about how technologies effectively to reach out and connect humans, create relationships, and build trust. In business those relationships are ready to aid in a purchase of a product. Social media is a new set of tools and a new technology that allows business to efficiently connect and build relationships with customers and prospects. Social media is doing what the telephone, direct mail, print advertising, radio, television, and billboards did in the past (Safko, 2010, p. 5). Social media is the use of...