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How Can Companies Use Social Media In 2014?How Can Companies Use Social Media In 2014?

Remember the first time you sent a text message? And how quickly it took before you couldn’t be bothered to make a phone call rather than the simplicity of a text?


Once that behaviour pattern changed, even answering the phone became an irritation. Why can’t they text me just as I text them? Soon everyone was texting.

Last year for the time ever the number of text messages in the UK fell – from 152bn in 2012 to 145bn in 2013. According to these latest figures from analysts at Deloitte Touche new apps such as WhatsApp, Snapchat and ‘old’ social media like Twitter is to the cause of this decline. In four years it is predicted they will overtake the once dominant text message.

Social media has transformed most people’s personal lives and communication. You don’t have to be a serial tweeter for that statement to hold true, just someone who has discussed recipes on a food blog, kept in touch with news on your friends (and people you are not entirely sure you’ve ever met) on Facebook, shared your holiday pictures (including the obligatory selfie) or amended their job title on LinkedIn. So if you didn’t think social media doesn’t play a critical part in your day to day life, think again.

However doing business without social media would be much more problematic. Could anyone imagine in 1998 when Google first opened as the major Internet search engine how far it will go? Today almost everyone uses Google and that’s a fact.

Where is social media going to take us in several weeks, months or years? As Jeff Bullas said: “The age of innocence is over. Social media is moving from adolescence to post pubescent, facial hair growing adulthood.” And to build on Bullas’ analogy, it’s getting stronger, faster and more powerful. Social media now has muscle that it didn’t have before.

Just as people adapted to text messages and latterly social media, there is also an emerging generation of - adults marketers as well as consumers  - who grew up using social media as a communication and information resource. In ten years they will be shaping how business is conducted.

The latest Neilsen Company’s study reveals that 53% of adults who use social media follow particular brands and four in five users visit blogs and other social platforms. This fact helps marketers to focus on creating good content and deliver the message to the potential clients.

Companies tend to  allocate more and more budgets for social media professionals because it is the quickest and easiest way of doing marketing, PR and get leads. People don’t have time to do a proper research in order to discover a service or product they might be interested in but they will definitely find a spare minute to click a link from a trusted social media source. Likewise, if a brand does something inappropriate or underperforms the news can travel to customers around the world in seconds with the damage (in both reputation and revenue) longer to repair.

This is an ever-changing environment the companies are now operating in. As soon as one method is adopted another emerges. The key to success isn’t about keeping pace with the competition, but innovating and adopting the techniques and tools of tomorrow today.

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