Social Media: Please Use Sparingly

The topic of social media is very relevant in today’s society, and it has transformed the way many of us function.  As a middle school teacher I have experienced my students’ fascination with Facebook, Instagram, and Twitter, and I think back to my youth and my own interest in the newly available internet-based messaging programs.  My enrollment in this class has allowed me to consider social media in a different perspective.  Businesses can use these tools to promote, provide service, and offer products. 

In order to effectively analyze social media and its effect on marking, I think it is important to define “pull” versus “push” marketing.  In the first case, consumers “pull” the information or products they demand for their needs; the “pull” model is more interactive, where the buyer can demand information according to his or her requirements.

Although some prefer one over the other.

Personally, I actively disregard and dislike the “push” method of marketing.  I find most television commercials to be distasteful and unpleasant, and I feel as though the Internet is laden with unnecessary distractions that frequently cause many of us to lose focus.  Thus I may be biased when I say that I am hesitant to accept social media as a method for me to receive marketing and advertising.  I also acknowledge that I may be in the minority and many other people (consumers) are very receptive to social media marketing.

SpongeBob is so wise.

Business strategy should incorporate social media as a way to engage consumers in the buying process.  It should allow the buyers to provide feedback and get assistance.  There needs to be awareness that although consumer habits are shifting, not everyone uses social media.

Another interesting concept in this analysis is the effect brought forth by “word of mouth.”  Experience has taught me that word of mouth is an integral way of strengthening businesses.  The Internet and social media have allowed people to access and share experiences in an organized and reliable manner.  Sites that allow you to post reviews and comments have created an accountability system for consumers to “grade” their experience with particular businesses.  These sites include Yelp and Angie's List.  Before ordering take-out food, going to see a movie, or hiring a contractor, a consumer can check one of the many local directory services with user reviews to find a 5-star selection!  

Chinese food takeout choices. Yum!

So I will continue with my distaste for unwelcomed solicitations and offers.  I unsubscribe from email offers, mute the television commercials, and limit my exposure to social media.  I am, however, thankful for having forums to share my concerns and positive experiences; this makes me an empowered consumer, and I will continue to give my business when I feel as such.