Social Media is for Idiots
Granted, that is a harsh statement but while exploring the vastness of the social media depths one has to wonder; what are people doing? Filters? Rants? The sharing of every opinion that comes into their mind. It seems for some social media has become more real that actual real life. Every thought which pops into their head is broadcast. The phone screen becomes a window into their (not always particularly interesting) minds. People scroll through the lives of others becoming more and more detached from the world around them as they are pulled deeper into the virtual world.
But as more people connect to the ocean of social media, it is interesting to see those outside-box thinkers who have moved with the times and adapted their business strategies to gain from it. 66% of people in the UK are connected to social media. That is 45 million people. (UK: social media usage 2019 | Statista) That gives the clever businessperson the undivided attention of a lot of people. It only takes a small percentage of social media users to nibble at the bait and they are making a pretty penny. Furthermore there is now a marketing tool called retargeting by which software monitors the buyers habits and sends specific, targeted advertisements. (Start your Retargeting display ad journey today — Fluid Ads, 2020) Some call it witchcraft. Others marketing. What’s the difference really?
So, a question mark must be added to the title of this piece because although there are many idiots floating through the vast social depths there are also some rather big and clever fish. When approached with wisdom, respect, and a sprinkling of caution the deep ocean of social media offers a promising catch. Untold numbers of unsuspecting fish are swimming through its depths, the sitting ducks of the deep. All it takes is to build a net big enough to make a catch. Every post becomes another net loop, every platform another section, every blog an attractive lure.
If enough nets are put out it is possible to build a profitable network. 60% of businesses are now making use of social media (Only 60% of UK businesses using social media — Marketing Tech News). If a good amount of posts is made which are interesting and relevant it is possible to create a brilliant net-network which will funnel the unsuspecting fish into the desired sphere of influence. They can be mystified into that oh so easy click of a button by which they pay or subscribe or follow or interact in the desired way. They may see photos or posts about a person or their work then find them on Instagram, discover they are writing a blog and through that blog they grow to quite like the person. Over time it’s possible for them to gain a large following of people who are building trust in them. Graham Hawkins of linked in said; ‘I could actually win a sale even when my product was inferior or my price higher… simply because my buyers liked and trusted me more than my competitors. (linked in, 2020) If a person likes you, they are more likely to support you.
Like anything consistency is key, although according to business west you do not want to over promote. In their 8 step programme they recommend setting a calendar to have the promotions ready on time. (8 Effective Ways to Promote Your Business on Social Media | Business West, 2020) It seems that if you want to do social medal well it is a big job.
Furthermore, social media can gain people direct access to others they would not usually have access too. Musicians, presidents, high up influential people. On social media everyone is connected and able to have their say. It can never be known whose eyes are on the other side of the screen. This is not good news for an idiot because they will likely say something which does not reflect a good light back on to them, but do people know they are idiots? Perhaps not, at least not until after they have made their comment and then realised it was an idiotic thing to say. But if you are not an idiot then social media can become a powerful tool by which influence and success can be gained.
It is fair to say there are many social media idiots out there but there are also some clever internet foxes who have learnt to swim. The idiots provide the clever foxes with opportunities by scrolling and following and being influenced in their various ways. Like a mob being shepherded here and there, they create opportunities for the clever fox to climb high in this digital world and gain great influence. Where more and more people are connecting to social media it is those who can stay ahead of the curve and see the opportunities who come out on top.
Bibliography
Do I need to trust the salesperson? (2017) https://www.linkedin.com/pulse/people-buy-from-know-like-trust-right-any-more-graham-hawkins (Accessed: 31/10/2020)
Only 60% of UK businesses using social media (2018) Available at: https://marketingtechnews.net/news/2018/jan/04/only-60-uk-businesses-using-social-media/ (Accessed: 31/10/2020)
Retargeting the most effective form of digital advertising for ROI (2020) https://fluidads.com/platform-features/retargeting/?creative=352511674541&keyword=remarketing&matchtype=b&network=g&device=c&ppc_keyword=remarketing&gclid=EAIaIQobChMI2-3m-_ng7AIVSrDtCh16rgB3EAAYASAAEgL_4vD_BwE (Accessed: 1/11/2020)
Total number and the share of population of active social media users in the united Kingdom (UK) in 2020 (2020) Available at: https://www.statista.com/statistics/507405/uk-active-social-media-and-mobile-social-media-users/#:~:text=The%20United%20Kingdom%20(UK)%20was,the%20population%20of%20the%20UK.&text=The%20level%20of%20social,puts%20it%2018th%20overall%20worldwide. (Accessed: 30/10/2020)
8 Effective Ways to Promote Your Business on Social Media (2017) https://www.businesswest.co.uk/blog/8-effective-ways-promote-your-business-social-media (Accessed: 1/11/2020)
