How Social Media Changes Buying Behavior

THE ARTICLE: “How Social Media Changes Buying Behavior”

http://www.informationweek.com/thebrainyard/commentary/marketing/240145698/how-social-media-changes-buying-behavior

 

THE ANALYSIS:

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.

 

THE QUESTION:

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

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2 thoughts on “How Social Media Changes Buying Behavior

  1. I don’t think brands should post on people’s walls unless the user has posted on their wall. The user has to be the one to initiate the conversation to avoid creepiness. I do think that smaller businesses has greater potential than larger businesses to interact with Facebook users without crossing the line. Depending on the size of the company, they have a greater likelihood of actually knowing the person. For example, if my local coffee shop friended me on Facebook, they could joke that they had my “usual” order down but think that I should change it up by adding a muffin or scone since they know me as a person.

  2. I think the user must have some sort of interaction with the brand before they brand can directly interact with them. Whether they sign up for a mailing list, like the FB page, or agree to receive. I think the interaction will be a key going forward for small and large business, the avenue had which they approach it will key to avoid people feeling as though their personal space has been invaded.

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