Has Social Media Influenced Us as Consumers?
There are many negative connotations associated with the effects of social media on everyday activities. Some people view social media as a waste of time and a wall between real-life interactions. With all of the “dangers” of social media, many overlook the positive impacts it has made on our lives, not only as individuals, but also as consumers. As consumers, we are constantly influenced by the world of business without even knowing it, and social media has played an enormous role in this.
Social media and marketing go hand-in-hand. It allows businesses, no matter how small, to interact and connect in a way that is friendly to the customer. The science of marketing and advertising has been directly influenced by platforms such as Twitter and Facebook to easily and cost-effectively reach their audience. Business models have adjusted to fit the expectations of social media so much, that if a business does not use it as a prime source of advertising, they have fallen at a disadvantage to their competitor. Certain brands advertise directly through social media, most notably, Facebook. As consumers, our every move is tracked online without our awareness. Through recent personal experience, I looked at a dress on the popular online retailer, Lulu’s. I made the decision to not purchase the dress, and a few hours later I logged onto Facebook. One advertisement from Lulu’s and another advertisement from Tobi (a competing retailer with similar merchandise) was nestled directly into my news feed. Companies are directly reaching out to consumers that fall within the realm of their target audience. Social media allows fast and easy connection to users, who in return provide companies with feedback about products or strategies.
Never before have businesses been able to develop marketing and advertising materials and put them in front of the exact customers they want until social media came along. Through sponsored tweets and advertisements embedded into our news feed, our decisions are directly influenced every time we click “login.” This has not only helped companies spread brand awareness, but has made searching, analyzing, and purchasing products much easier on consumers. It is difficult to imagine how different marketing and advertising would be without social media platforms; however, it is important to recognize how much easier the relationship between business and social media has made our lives as consumers.
