In the age of online connection, having a digital footprint almost qualifies as an extension of one’s identity. It helps others to locate one’s position, one’s values, one’s goals and accomplishments. Although fragmentation occurs when deciphering between life online and the real world, it has become almost imperative that organizations have social media platforms to secure their positions in the global online arena. I believe that because the modern consumer has become increasingly aware and involved with social justice issues, providing a platform where one can easily access the values of an organization is crucial, people value transparency when investing their energy into an organization. Connected users now have the time and resources to participate in, and research before aligning themselves with any particular organization.
According to Social Marketer, Michael Brenner, the objective of social media marketing in business is more than expansion. It incorporates factors like asserting authority, creating authentic narratives, public engagement, support and affordability. This is especially important for small companies with limited consumer reach and shows a particular effort and care that consumers and investors may be looking for when aligning themselves with organizations.
Although I do believe organizations need a social media presence, this is not a one size fits all model. Each organization has a unique niche, target audience and objective. There are also many different social media to mobilize within. There are platforms for social networking, which focus on growth and conversation starting and sharing. Examples of this platform include Facebook, Instagram and twitter. There are creative outlets like Tumblr, and Pinterest, and various blogging sites that are great for writers and artists, with otherwise limited scope. Similarly, in the age of rapid dissemination of information, it is important for brands to acquire verified accounts for their own safety, as the threat of misinformation is ever present. Journalistic integrity has become threatened in the age of internet accessibility, as everyone and anyone can mimic the roles of media specialists like journalists and falsely review, comment and scrutinize organizations, without any verification of authenticity.
Social media has become essential and normalized for organizations because it can be utilized for low cost advertising. One can chose to have their posts ‘boosted’ with payments, but this is not a requirement, which then allows small businesses to save capital when there are limited funds. Organizations like Kylie Cosmetics rose to a company worth of over one Billion dollars, without paying for a single minute of adverting space (considering the reach that Kylie had to begin with). Social media affords organizations the opportunity to be autonomous, dynamic with little to no financial burden, all while increasing exposure to an unprecedented audience.
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