THE ARTICLE: “How Social Media Changes Buying Behavior”
The article basically states that brands are realizing now that it’s very hard for them to obtain new customers through social media, because it’s not really an advertising platform so much as a discussion platform. So instead, the buying decisions are affected more by your peers comments than by the brands themselves.
This puts brands in a somewhat tough selling position, because the research basically shows that their interactions on social media aren’t doing much. I think it’s telling, too, that Goddard was quoted saying that brands can’t chime in to conversations. He argues that it’s logistics, but I think it would just feel wrong for a brand to start talking to me. Personally, if a major brand started commenting on my posts, I would think it was creepy and intrusive, and would immediately unlike the page.
But I think this also shows the benefit that social media can give the consumer. Social makes “word-of-mouth” reviewing incredibly quick and easy, and the only way to get good word-of-mouth is to have a high-quality product. Which I think means that social, over time, may force companies to focus less on advertising campaigns and more on the product itself.
Major brands are having trouble interacting with users on social media. Do you think small businesses would be treated the same way? Is any Facebook interaction from a business crossing a line? Or are smaller, more personality-centric businesses (with real people as representatives) still able to comment on other people’s posts without seeming intrusive?
Social media makes word-of-mouth reviewing easy and effective. Over time, how do you think that will affect a brand’s advertising tactics?
from Andrew Adams