Rebecca Baker Social Media

Social Media Goes World of Mouth

Is social media here to stay? Over the past few years, social media has sprung up and

embellished the lives of people around the world like wild fire. Every person is using it, from

children to elders, customers to employees, companies, businesses, celebrities, political figures,

and so much more. Social media allows people to share information and interact with each other.

Social media is unlike traditional media, in the fact that people are engaging in dialogues with

each other. Socializing is an imperative part of marketing and advertising aspects; companies are

becoming more personable with their customers. Updates in the news and breakthroughs of

reports and gossip are leaking faster into the hands of the public than ever before. Although

social media has only erupted within the past several years, it has become a revolution in

technology, media marketing, and has taken part of the “glass house generation.”

“Social media is a type of online media that expedites conversation as opposed to

traditional media, which delivers content but doesn't allow readers/viewers/listeners to

participate in the creation or development of the content,” according to about.com (Ward). Social

media has become part of peoples’ lives, especially consumers and companies, but how did it all

start? The era of social media began in the mid-1990s; people were creating online portfolios of

themselves as a way to connect with friends and share information (Tsai 37). Blogs, forums, and

dating sites were the precursors to the revolution of social media. People could post online

journals, as well as discuss topics about politics, pop culture, virtually anything they desired.

Dating websites were considered the first type of modern social media, allowing users to post

photographs, information about themselves, and connect with other people from all parts of the

world. Starting in 2002, major advances in social media began to erupt. These websites included,

Friendster, Hi5, LinkedIn, MySpace, and finally Facebook (Zarrella 123). Facebook started out

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as a Harvard-only social network, but it quickly expanded to other universities and schools, as

well as businesses. “In 2008 Facebook became the most popular social networking site,

surpassing MySpace, and continues to grow” (Chapman). Facebook has over 400 millions users

and is continually expanding and modifying its website to entice and regain users. Many users of

Facebook are companies and start-up businesses in hopes to communicate with their customers,

as well as potential clients. Why should businesses use social media? People love being in the

know and generating buzz. “Word spreads like wildfire, with no or limited mass media

advertising supporting it” (Hawkins 246). Social media can help by participating in

conversations with consumers online. In addition, it helps build businesses by communicating to

mass audiences. The more people engaging on the company’s social media website, the more

popularity and buzz it will gain. Forums posted on company websites are also key assets,

because many consumers have questions and concerns. Allowing these questions to be answered

comforts clients and leads to satisfied customers.

The era of social commerce is continuing to erupt and engulf the lives of every user. “In

approximately two years, social networks will be more powerful than corporate Web sites and

CRM systems, as individual identities and relationships are built on this platform. Brands will

serve community interests and grow based on community advocacy as users continue to drive

innovation in this direction” (Tsai 38). The technology of social media has grown and expanded

quickly, becoming many company’s main marketing practice and connection to consumers.

Communication through word of mouth and generated buzz from social media websites is

continually growing. Social media are not just websites, but a way for people, consumers,

employees, and businesses to interact and communicate through various dialogues.

Like the game ‘telephone,’ everyone is talking and sharing information with each other.

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Word of mouth marketing is social media in essence; every person engaging in sites like

Facebook, Twitter, Unity, LinkedIn, and so many others post information and talk about it.

“Why has social media’s popularity been so meteoric? This rapid ascent is due in large part to its

ability to help people avoid information indigestion. At first glance, this would seen

counterintuitive because social media, in its inherent nature via status updates, micro-blogs,

social bookmarks, video sharing, photo commenting, and so on, actually produces more content

and information. Because of this increase in information, you would think that it would cause

more confusion, not less (Qualman 1). People need to dive deeper into the underlying

correlation. Consumers are the ones that seek out information. The Internet effectively portrays

information to interest groups of various and diverse subjects. People want to learn and gain

more knowledge about particular subjects; therefore they do so. The Internet holds a vast amount

of information, but people are willing to go out and seek it. Everyone wants to know everyone

else’s business; some people thrive off of this. Online communities interact with each other to

form opinions, solicit feedback, ask questions, and simply engage in a dialogue between each

other (Hawkins 233).

Companies and businesses are outwardly known for engaging in conversations with their

customers and employees through social media. For example, on March 17, 2010 at FIT in New

York City for a Town Hall Meeting, Heather Kaminetsky from Barney’s New York spoke about

how their company engages in social media with its customers. Heather explained how Barney’s

New York has fantastic customer service in stores. All clients are pleased by the end of the day,

and the company barely has any dissatisfied customers. How does the company bring their high-

satisfactory customer service online? Surprisingly, it is better online. Barney’s posts pictures,

blogs, and receives feedback, as well as comments from customers and viewers. Feedback and

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comments enable the company to learn more about their customers, how to improve, and what

they like and dislike. By learning what the customer wants, change can be made to better

promote and create brand loyalty. The main website can use a ‘phase’ approach, while using

their own design and fonts. This provides for a personalized feel and look to attract new

customers and retain the old ones. The website also offers “Barney’s Babble,” where Simon, a

speaker for Barney’s, verbally talks on the website about the store. Customers love it, because

they are seeing the company through the eyes of someone whose there. Barney’s also has a page

on their website called “B-Social.” This provides for all social media such as, Facebook,

Youtube, and Twitter. B-Social is the company’s umbrella for social media. Facebook is the #1

driver for revenue. The company posts its events on facebook, as well as its promotions.

Dialogue is most important here. For example, the company could post “Go to the event on

Friday.” Then post, “Did you go to the event?” This will start and engage a conversation with

customers, which is exactly what the company wants. The company wants to hear the customers’

feedback in order to learn more about how to improve and what to stay the same. In addition,

there is a tab called, “B-Sides,” which addresses the company’s blog. The blog allows employees

to share their insights on fashion and their opinion about the latest trends (Heather Kaminetsky).

Brands need to socialize with their customers in order to reach massive audiences.

Social media engages people in a dialogue, unlike traditional media, which is only a

monologue. James Damian, Senior Vice President of Enterprise Design Group at BestBuy was

also at the FIT Town Hall Meeting, and he explained his views of social media. There is a certain

social communication through products and services. BestBuy thinks of themselves as a

communication company. They believe that “we is greater than me.” This is imperative toward

social media. There must be an exchange of information between customers and employees, so

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employees know how to improve and grow as a whole. There is a place on the company website

that customers can ask questions and post what they like and don’t like about products and

services. BestBuy actually changes accordingly to the answers posted by customers. For

example, many women that were shopping at BestBuy wanted wider aisles for their baby

carriages, as well as an interactive station where they could test-out products before they were

being used. Some women even complained of the dullness of the store. BestBuy listened to these

suggestions and complaints; therefore, changing their layout and design of the store. Customers

and employees work together to change and recreate services, the store layout, and much more.

Furthermore, it is also important to stay consistent, optimistic, conversational, real, and genuine

while engaging in conversations through online media. Being consistent means more brand

equity, as well as loyalty. It is also vital to create a bond between customers. Social media can

help. Word-of-mouth advertising is increasingly growing with every satisfied customer.

“BestBuy has a hunger for communication. There must be a dialogue and we must change with

the customer, not around them. With the evolution of technology, comes the ever-changing

attitudes and lifestyles of the audience. Participating in conversations with customers is key to

knowing what they want and how we can improve as a whole. Companies must embrace all

communication channels, especially social media” (James Damian). Furthermore, word of mouth

marketing and advertising has gone world of mouth through social media, and it will continue to

do so as time passes.

“I think the model of the connected world is don’t ever say I don’t know but I’ll find

out,” quoted by Robert Stephens. Generation Y has been renamed “The Glass House

Generation” for many reasons. This generation has grown up with the Internet and its

forthcomings, such as video chats, online courses for school, job simulators, blogs, media-

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sharing, and of course social media. The glass house symbolizes how ‘Big Brother’ is watching

you (Evans 32). Everything anyone posts on the Internet will be seen and can be shared with

millions of others. Companies can search for potential employee information with the click of a

button, especially through social media. With the expansion of social media, oral communication

skills are declining. People rely on social media so much, for advertising, communicating via

blogs and forums, networking, and video messages that real-life communication skills are

diminishing (Singh 72). Everyone speaks through the Internet via social media, while soliciting

compliments, complaints, opinions and so forth. When are people engaging in real-life

conversations?

Although these are the problems that social media pose, the positives outweigh the

negatives. Social media helps people and companies engage in conversations that cannot easily

be done in person. People can still communicate while they are miles apart (Reynolds 18). In

addition, companies can address questions to their clients 24 hours a day. For example, Nana

Brew-Hammond, style editor for Bluefly.com says “it is important to join and leverage in on a

24-hour conversation; this is social media.” Bluefly.com, an online retailing store, created a page

on their social media website for new fashion styles and ideas. Customers from any time zone

can post comments and employees can leave feedback. The page also shows what celebrities are

wearing to the latest events and what is trendy in fashion in places such as LA. The blog is the

most important asset for Bluefly.com. Bloggers are the catalysts to daily fashion and this has

proved to be true. The blogs talk about products, partnerships, special events, and their

dedication to sourcing the hottest and latest trends in fashion. Social media shares relevant

information, has a real-life response rate, and accepts the fact that customers can express

negative comments about the company publicly. The company must embrace all aspects of social

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media, whether good or bad (Nana Brew-Hammond). Even though the glass house generation is

interpreted as alarming, it is just another hurdle people must adapt to.

“All of this newfound transparency from social business networks is a godsend for

employers. They no longer have to employ a large internal human resource or recruitment staff

to perform this type of research, or hire an expensive headhunter. Instead, the potential

workforce is already doing this for you (the employer), and they are doing it at much great

depths” (Qualman 225). Social media allows for businesses to recruit, screen, and select

applicants cheaper and faster than ever before. Social business networks supply photos, videos,

references, and even links supplying the potential employee’s actual work. Computer-based

technology and recruiters can search through hundreds of applicants quickly. These networks

also allow interviews, test-taking, and work samples to be taken and reviewed as many times as

needed without the hassle of leaving the home or office (Reynolds 18). Social media has changed

the way people live, especially through business aspects. ‘Big Brother’ is watching you, is real.

Although people may be skeptical, this characteristic of social media is beneficial especially for

companies and firms.

In my opinion, social media will be here to stay, until the next innovation in technology

closes the communication gaps. Growing up with social media has made myself more aware of

the positives and negatives. My generation must respect the lines of privacy when dealing with

social media, and knowing that anyone can access any information you post at any given time.

While job searching, it is important to keep the content on public profiles clean and conservative.

Companies have ways of finding out information on their potential employees, so even private

settings are no match for the eyes of human resource departments. Asides from the few

negatives, social media has been a true innovative breakthrough. People can stay in contact with

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other even when hundreds of miles away. Social media allows for businesses engage in

conversations with their potential clients; I learned an immense amount of information through

the FIT Town Hall Meeting. When companies create Facebook or Twitter pages, consistency is

key. Web-designs and in-store designs must mimic each other to stay consistent for consumers.

In addition, updating all aspects of design is vital too; consumers want variety. For example, if a

consumer sees the same layout in a store for an extended period of time, he or she will become

bored and search for an alternative. Likewise, web-designs should be updated to keep the

consumer interested and intrigued to come back. While working with my internship, I also

learned promotions through social media is imperative. On one project, WDA Brand Marketing

Solutions helped a company promote their new foot lingerie line through a Facebook group. We

told the fans of the group that we would send out a free sample of the foot lingerie if they invited

100 more of their friends to the group page. Social media is a revolutionary source of marketing

and advertising, as well as a connection for people, employees, consumers, and businesses to

stay in touch with each other. Social media engages people in a dialogue, unlike traditional

media that is only a preached monologue. I believe that social media is here to stay. The

traditional word of mouth marketing has gone world of mouth with social media.

Overall, social media has been a revolutionary breakthrough in technology. It has grown

at a fast-paced and is engaging the lives of people throughout soceity. Social media engulfs

people of all ages, ethnicities, religions, races, and sexes. It has become an essential part of

modern society, as it continues to erupt worldwide. Networks such as Facebook, Twitter, and

LinkedIn are dominating with their abilities to connect people, convey messages, advertise and

market for companies. Companies in particular are using it to their advantage by engaging in

dialogues and conversations with their potential clients, as well as recruiting for prospective

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employees. “I have stated all along that I truly feel that in the end game, Facebook and the like

will be less of a destination and more of a tool that you use wherever you may happen to be and

that it will connect you to other portions of the Web,” quoted by Natalie Del Conte of CNET TV

(Qualman 224).

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Works Cited

Chapman, Cameron. “The History and Evolution of Social Media”. WebDesigner Depot. 2009.

http://www.webdesignerdepot.com/2009/10/the-history-and-evolution-of-social-media/

Evans, David. Social Media Marketing: An Hour a Day. Indianapolis: Wiley Publishing, 2008

Hawkins, Del I. and Mothersbaugh, David L. Consumer Behavior: Building Marketing Strategy.

New York: McGraw-Hill/Irwin, 2010.

Heather Kaminetsky, VP of Barneys New York. FIT 2nd Semi-Annual Town Hall Meeting. 17

Mar. 2010

James Damian, Senior VP of Enterprise Design Group at BestBuy. FIT 2nd Semi-Annual Town

Hall Meeting. 17 Mar. 2010

Nana Brew-Hammond, Style-Editor of Bluefly.com, FIT 2nd Semi-Annual Town Hall Meeting.

17 Mar. 2010

Qualman, Rick. Socialnomics. Hoboken: John Wiley 7 Sons, Inc., 2009.

Reynolds, Barbara J. “Building Trust Through Social Media.” Marketing Health Services.

Chicago: Spring 2010. Vol. 30, Iss. 2; p. 18.

Roberts, Andrew. “Tomorrow Has Arrived.” Marketing Health Services. Chicago: Spring 2010.

Vol. 30, Iss. 2; p. 30.

Singh, Shiv. Social Media Marketing for Dummies. Indianapolis: Wiley Publishing, 2010.

Tsai, Jessica. “Social Media the Five Year Forecast.” CRM Magazine. 27 Apr. 2009: 37-38.

Ward, Susan. “Social Media Definition.” About. 2009. http://sbinfocanada.about.com/od/socialm

edia/g/socialmedia.htm

Zarrella, Dan. The Social Media Marketing Book. Canada: O’Reilly Media, 2010.

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