Social Media, not new media – this is now the reality of an interactive experience.
Online media has enabled a two way stream of communication that was previously impossible with other media formats, and consumers want to take advantage of this and have a fully interactive brand experience.
As this global community of information and knowledge sharing continues to grow so rapidly, keeping on top of the trends it is no small task and yet it is a vital part of improving the consumer experience; it took just 2 years for Facebook to reach 50 million users and on average, 1 in 11 people worldwide has a Facebook account. With this in mind, it is important that retailers keep up with the trends that consumers have come to expect.
Retailers have been plunged, head first, into social commerce and with the rapid rise of the smartphone in the last two years, consumers suddenly have the world at their fingertips like never before. This extends far beyond 24 hour shopping, be it from their home or office, last thing at night, or on the early morning commute; customers can now run their own price comparisons, check detailed product information and share trends, changes and personal experiences with their friends, all at the touch of a button.
So, how can the stores stay on top of this burst of buyer power?
Clearly, integration of social media is imperative, and a great deal of communication can naturally flow from this. Retailers have a lot to gain from social media if they remember two things:
Firstly, online social interaction is a two way stream – if you talk, people will talk back and in a world where everything is public, the consumer voice speaks volumes.
Secondly, personality twinned personalization will draw people to your brand and if someone has a good experience of a company, they will spread the word.
There are obvious benefits to using social media as a channel through which to reach your customers. Social media can draw people to your brand and keep them loyal, acting as ambassadors by giving credibility to your online presence and spreading your popularity. It can also be an excellent tool to negate any potentially negative bubbles that might arise from unsatisfied consumers by giving you and them a previously unavailable outlet to directly communicate on a far more personal level.
Stepping into the social commerce world can be a daunting task initially. However, at the speed at which is it growing, it is important to jump on board and, with a firm strategy and direction, it can prove to be an extremely profitable and worthwhile venture.
