Social Media and Human Satisfaction

Discuss about the Social Media and Human Satisfaction.

Introduction:

Social media is one of the most common terms in today’s modern world. It has become an integral part of daily life. Social media has made a great entry in the world of advertisements as well (Kaur, 2016). A large portion of the advertisers and business world are relying on social media to promote their name to the every corner of the world. Here lies the competition between the traditional media and new media. The style of advertisements has been transformed with the arrival of social media. It has challenged the existence of the conventional media (Television, radio, newspaper) to some extent. However, traditional media as also its strengths those help it to survive in this competitive era (Tuten & Solomon, 2014).

The following article has concentrated on various aspects of traditional media to provide a vivid concept about what helps it to battle against its rival. Therefore, the report has articulated the positive and negative aspects of new media.  The article aims t providing broad picture about the use of social as well as traditional media in the world of advertisement.

Use Social Media for Business Advertisement:

In this twenty first century, social media has become an essential part of daily life. As per the reports, 73% of the people of society use social media to gather information about the rest of the world (Ashley & Tuten, 2015). They often access their face book, twitter accounts during their busy schedules to connect with the world. This has offered a wide opportunity to the business organizations to reach to their potential consumers by using social media as their weapon. It is evident now a days that most of the business organizations are using social media as a medium to reach to their target market who belongs to the different corners of the world. Globalization has offered a great opportunity to the business organization to expand their service in the global market. By using social media, business organizations are now promoting their brands in the local as well as global market. Thus, it has helped them to enhance their profit margin and set an example for other companies. In this competitive era, the use of social media surely distinguishes business organizations from each other in term of success and profit (Turhan, 2013).

Business organizations can share all the relevant information about their business organization, products and their features in the social media in various interesting forms. It grabs attention of the large number of consumers from the various parts of the world by using the broad network of social media (Scott, 2015).

There are various sites in the social media, such as- Face book, twitter, pinterest, instagram and so on. All the sites are not used by every social media users. There are specific groups that actively participate in a particular site. Thus, it helps the business organization to fix their target. They can easily concentrate on their target market and their activity by using social media (Chaffey, 2016). Social media promotion is low cast consuming, which helps the organization to maintain the budget. Thus, it puts significant impact on the product cost as well.

Another key strength of social media that draws attention of the large number of consumers is its speed. Business organizations that wish to promote their brand name via social media can quickly distribute relevant information among the target market.

Traditional Media vs. Social Media:

Selecting the most suitable media for the brand promotion has become a challenge for the business leaders now a days. Social media is challenging the existence of traditional media every now and then (Vinerean et al., 2013). Social media has helped business organizations in various manners. It helps business organizations to compete against several rival companies and other obstacles of modern business world. On the other hand, traditional media was the reason for the exposure of thousands of business organizations since last few decades. Thus, it also has some key benefits that cannot be compete by the new media. There is a high competition between the traditional media and social media (Chang, Yu & Lu, 2015). There are few qualities that distinguish traditional media marketing from social media marketing, such as-

Traditional media is one-way communication. There is no way to receive the feedback of the consumers or target market and observe their activity. On the other hand, social media helps business organizations to communicate directly with the consumers and receive all kind of feedback from them. It helps business organizations to design the organizational structure according to the requirement of the employees.

Social media is an open forum. It provides equal opportunity to everyone to communicate with the rest of the world. Large and Small both type of enterprises have equal scope to promote their brand name. However, traditional media is a closed system. Business organizations need to meet some criteria here to promote their brand name.

Traditional media marketing is mass marketing. Companies promote their brand name in a large scale altogether by using traditional media, but in case of social media, its one-on-one marketing (Constantinides, 2014).

Social media uses informal language for promotion, which catches the attention of the large number of audience. However, traditional media mainly uses formal language, which mainly attracts large number of educated and higher class of the society (Hays, Page & Buhalis, 2013).

Social media users actively involves in the process. Thus, companies that use social media for the promotional purpose can promote directly to the target market and interact with them about all the other aspects of product and its price and features. Readers or audiences of the traditional media are passively involved with the process. Business organizations do not interact with the consumers in this type of media.

Traditional media is not as fast as social media. Audience or readers need to wait for a particular time to receive information from the media. At the same time, social media informs its users as soon as any incident happens. This quality has increased the competitive advantage of the employees in significant manner. It is known as the fastest form of communication (Zhu & Chen, 2015).

Social media is not as cost consuming as traditional media. There are many hidden costs associated with the traditional media that needs to pay the advertisers in every step. This has helped social media to gain popularity more than traditional media.

Thus, it can be stated that due to various efficient and effective performance of social media, it has earned desired reputation among the business organizations and advertisement agencies. The modern and high quality performance of social media has brought revolution in the world of advertisement by its performance.

Reasons for the failure of the Business Organizations in Using Social Media:

Apart from several benefits of social media, business organizations have faced several challenges in achieving desired goal by using social media. There are many reasons that indicates that business organizations face various issues while promoting their brand in social media, such as-

It is often evident that values of many business organizations do not match with the social media. While starting up any business, owner has some kind of vision, mission and values about his business. At the same time, while promoting in social media it is often evident that owner’s values clashes with social media’s value. Hence, it leads the organization to face many difficulties in advertising their product in social media. Social media has different kind of set of norms and values, which do not usually match with the set of principles of traditional media advertisements or conventional way of advertisement. Everything that a business organization wants to forecast or promote is mainly based on the basic principle of business. These values may differ from the values of social media. Thus, it is one of the major reasons for the failure of business organizations in using social media (Luo & Zhang, 2013).

Consistency is another major reason that has led the business organizations to face difficulties while promoting in social media. Social media demands consistency from the business organizations. It is highly required for the business organizations to continuously update its information, features, products, price and discounts to remain in the race, as there are other business organizations in the competition that can beat each other. However, it is often evident that business organizations fail to perform appropriately. Thus, it leads them to face tough competition in social media. It often leads business organizations to face deadly consequence in social media (Minazzi, 2015).

Although, the speed of social media works as a benefit for the business organizations, but there is a dark side as well. Wrong information shared by the social media can cause massive hazard for the business organizations. Thus, business leaders need to be careful while sharing any information regarding organization, product, price, CSR policies in social media. It may cause miscommunication between the business organization and its target market. It is considered as the most common mistake of social media (Dahnil et al., 2014).

All type of social media is not suitable for every business organization. For example, Face Book has a great popularity as social media, but it may not suit a particular type of business. Thus, choice of wrong social media platform may lead the business organization to face many difficulties. This mistake is often committed by many business leaders. They need to analyse their business type and its suitability while choosing social media for the promotion.

Social media is an open forum. Information that is shared in social media is accessible by everyone who uses social media. Thus, it can be stated that they can use these information for their own purpose as well. It is considered as a type of violation of privacy policy. Many business organizations face various challenges due to this reason and it is considered as one of the main reason for the failure of business organizations in social media (Minazzi, 2015).

Conclusion:

There are a large number of people who cannot access social media. Thus, these people will remain untouched by business organizations that use social media as their medium to promote their brand name. It will put negative impact on the growth of the organization. Thus, this is also another reason of failure. Business leaders need to consider these aspects while choosing media for the advertisement of their brand.

As per the previous discussion, it can be stated that although, social media as many strengths that can beat conventional media in terms of promoting the brand image of the business organizations, there are some reason for which business leaders fail in promoting their name in social media.

Reference:

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