As internet has evolved and more content is being published, the need for quality or information according to our interests is needed. Many just want to search easily and find what they are looking for instantly. Instead they find a flood of outdated sources. Users don’t want to be flooded by irrelevant content. They want to choose what to watch, read. Easily and without hassle.
Problem is when we have too much – when quality is lost in the noise of too much content then becoming clutter. To separate out the quality we need platforms, like humans always have done, categorising the world to make it more manageable to understand. To form order out of chaos, like Nietzsche said. This applies to the web too.
Gradually, as media has turned social with comments spinning on articles to micro-blogging platforms like Twitter taking the conversation a step further, marketers wonder how to get the most out of this. When we refer to the term social media we may directly associate to Facebook, Twitter, YouTube, and other platforms. It is just like when the web started and you associated browsers with Netscape, Internet Explorer, or search functions with AltaVista or Askjeeves… Just as these are platforms that allow other business services to flourish and once panned the way to Google and Yahoo, they have evolved to become mega-brands in the internet space – consolidating and acquring smaller companies as a growth strategy and to expand their reach.
Conversations surround hashtags or “trending topics”, where you can follow anything from amateurs to experts around your area of interest. While it has potential for growing your brand to create a specific audience, many stumble on the new challenge that lies in how to monetise social media, while focus should be on how to create influence for your brand by creating opportunities for followers to engage in it. This is the new opportunity for growth.
As user bases grow into communities around brands, they try to find way to use these platforms like Facebook to create more conversation or ‘buzz’ around their brand on websites. After all, word-of-mouth has throughout times been the best way to attract and retain long-time customers. Now e-word-of mouth does the complimentary job for your brand, if you engage.
It is your job as a brand manager or marketing consultant to make the most on this opportunity by knowing what users want. They want simplicity. An easy way to communicate with their favourite brands. It is a two-way process, as you get invaluable feedback and a way to engage as well – to give a voice to your brand , as opposed to broadcasting your message. Remember, Brand is your personality and social media is your voice. If branding is focused on niche marketing, it stands out better in the noise.
Goodbye information overload. Welcome simplicity.