Why Do Companies Use Social Media?

en years ago, advertising and marketing were done by traditional forms of media such as newspapers, radio, television, and magazines. It was not any interaction with the consumer, because it was one-way marketing. Although at that time those forms of media seem to reach the audience it was intended for, it still couldn’t compare to today’s marketing through social media. Social media marketing reaches many more people than, say, a billboard at a fraction of the cost. Social media also allows companies to act on new trends faster than ever. Companies that want to expand their product by reaching more consumers without spending a lot of money should use social media to market their product.

The biggest advantage when choosing social media over …show more content…
Using media forms like radio or magazines, information is put out and the consumers receive it, but consumers cannot give any feedback directly to the company. That form of media relies heavily on a one-to-many model, but that way doesn’t create engagement with the people. The reason that one way communication model is starting to not be as effective is because consumers don’t believe the brands anymore. The message that is displayed on a commercial seems generic and it doesn’t feel personal. The consumer doesn’t feel like the company cares about the individual, but more so about making money. Without that two-way conversation, companies do not get that feedback letting them know what the consumer want, which could ultimately increase their sales. Social media gives that two-way communication that consumers yearn for. Consumers can use their Twitter or Facebook account and directly tell the company what they like or dislike about the product being sold. Also, rather than getting brand messages, you get recommendations from friends in the form of reshares and recommended posts, which de-commercializes the brand message. De-commercialization is necessarily a bad thing, because most people want a product that works and is not just put out to everyone for just money. People want to know that the company cares about the consumer, and with de-commercialization of the brand it makes it feel more like it was made for you. With reshares and recommended posts, it gives the brand the endorsement of friends and peers of the consumer, whom they are more likely to trust than the company putting the product out. Social media exists to create word of mouth advertising by encouraging reshares that not only amplify their message (thus increasing reach), but make brand claims more believable. And we know HYPERLINK