Is Too Much Social Networking Equal To Being Antisocial?

by Michelle Salater on March 19, 2012

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I am thrilled to share with you today’s guest blogger, Alyssa Clarke, a new age tech junkie who is always on the hunt for the newest gadgets on the market.

In this guest post Alyssa discusses the growing trend of social media and its effect on the communication between businesses and their consumers.

From individuals to business organizations, the social networking trend has indeed caught the rage everywhere. There has been a tremendous increase in the number of social media enthusiasts over the past few years. Social media experts have been urging companies to create Twitter accounts or Facebook pages for quite some time now. Their motive is to get companies to start a conversation with consumers. Hence, countless organizations have followed the suggestion and created accounts on different social media sites. But the major problem here is that many consumers simply refrain from conversing with an organization or its representatives. The companies, on their part, are not careful about taking appropriate strategies to get people interested. This, in turn, is making them antisocial.

Social media as a marketing tool

The reality is, for a majority of people, business pages do not generate much interest. While there may be people who take a keen interest in the social media page of a hotel or a clothing line, such consumers are by far a minority. Now, it has to be noted that the minority can be used as brand advocates. Unfortunately though, companies fail to acknowledge this simple truth. Most of the time, organizations are busy collecting as many followers or fans as possible. They focus primarily on gathering comments and likes and not on engaging people.

Engagement: a trick or trap or capture technique

This focuses on the marketer or the business that wants to get the customers engaged in a conversation. The marketers are always keen to have fans on Facebook in the same way that they wish for subscribers for newsletters. Their ultimate aim is to contact customers on a regular basis–even if the whole thing is done in a less promotional manner. It has to be borne in mind that people aren’t begging companies to engage them. In fact, when it comes to engaging themselves, people generally have thousands of options to choose from. They can engage with friends or acquaintances. In short, they will take interest in the content only when it appeals to them.

However, it would be wrong to presume that companies have not tried striking up a conversation with consumers. Good companies have been and are still doing that. It’s the manipulative attempt to engage a person that is being decried here. With the number of news and status updates increasing, people have now started to resent the flood of questions or content that really isn’t worth much. For them, such attention drawing-techniques only end up creating a lot of noise.

Use of social media matters more

Social media professionals have only helped create this monster by telling companies about the necessity of having a Twitter or Facebook page. There are hundreds of businesses that are now spending oodles of money on prompting customers to start using their blog or page for conversations. Imagine companies spending just as much to help people meet their online goals. Therefore, instead of approaching every Tom, Dick, and Harry, companies should try and identify consumers that add value to their business.

Companies must find ways of serving their customers instead of focusing solely on getting them engaged. With a little research, organizations can always find ways to fulfill the wishes of consumers online. To begin with, look for ways of facilitating the conversations people most generally have with friends. The idea is to prompt people to take actions that may help them enrich their online presence. Honestly speaking, a little more attention to the goals of consumers is all you need to prevent your company’s social media presence from turning into an antisocial one.

About the author: Alyssa Clarke is a passionate writer who also happens to be a tech buff. She is always on the lookout for the latest tech stuff and is currently hunting for some cool wireless routers and an ipad docking station.

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