The Power of Social Media

Social Media & Current Events.
As an on-the-go student with very little free time, it's nearly impossible to stay updated with current events.  That is until Twitter.  In fact, my BlackBerry's Twitter app is the primary way I learn about what is going on in the world.  Tweets and Retweets from E!News, Justin Beiber, the Kardashians, and classmates (I know, all very reliable sources) have informed/updated me about Japan's tsunami, Egypt's revolution, Alabama's tornados, New Zealand's earthquake, Australia's floods, Elizabeth Taylor's death, and Prince William and Kate's engagement.


Japan
Just hours after an 8.9-magnitude quake caused a massive tsunami through Japan's northeastern coast, social media sites went wild, quickly posting vivid images and updates.  YouTube had firsthand videos of the disaster; Twitter updates pointed to news reports and information; and Google published tools and information on its Google Crisis Response and People Finder pages.  In fact, the social media coverage  around the disaster populated social media more quickly than the traditional news outlets.


Social Media & Marketers.
It is important for marketers to pay close attention to what audiences are saying on social media sites.  Marketers can use social media feedback as a form of market research.  Companies can communicate with its users and get a deeper understanding of what its audience's likes, dislikes, wants and needs.

It is also necessary for marketers to have strict rules over who should own and manage social media.  Just recently, an employee of New Media Strategies dropped the f-bomb in a tweet from client Chrysler's Twitter account.  The tweet quickly got noticed, and the agency quickly got fired.  The employee thought he or she was logged onto a private Twitter account when writing the tweet.  The employee had access to its clients account and wrote tweets throughout the day as a part of his or her job.   Perhaps Chrysler should take some tips from Jaguar Land Rover, whose social media posts are cleared by a small internal communications group.

As a part of my internship, I manage the company's social media along with two other interns.  The three of us make sure that all of the company's social media posts are collaborative and coordinated with a consistent voice that represents the company in a good-light.

The Takeaway. 

• Social media is a powerful communications tool for companies.  
• Marketers must always have the company's brand image in mind while posting updates.