Andreas Kaplan’s article “Users of the world, unite! The challenges and opportunities of Social Media” provides a description and analysis of how individuals and businesses can benefit from using social media. Kaplan defines social networking sites as “[...] applications that enable users to connect by creating personal information profiles, inviting friends and colleagues to have access to those profiles, and sending e-mails and instant messages between each other. These personal profiles can include any type of information, including photos, video, audio files, and blogs” (Kaplan, 63). Once upon a time, social networking sites were primarily for personal use; however, businesses are ‘invading’ or capitalizing on this space to advertise to users. I have also noticed that many people group together social media sites and I would like this disprove this assumption by describing how each site differs from one other, providing businesses with greater opportunities for spreading their business, strengthening their brand, and attracting a range of customers.
1. Facebook
I know what you’re thinking - Facebook has been around forever - and it has, but Facebook Live hasn’t. This is a really useful tool for businesses because users know what’s happening in the video is happening at that precise moment. In a way, it’s like being involved in a historic moment, without actually being there. The ability to watch a video live - with no editing or filter - allows users to feel like they’re connected, or even apart of what is happening. It encourages users to engage with each other and the business or company streaming the video.
2. Snapchat
2. Snapchat
Like Instagram, Snapchat is popular among teenagers and young adults, making it an ideal platform to appeal to a younger clientele. Companies and businesses can advertise their businesses on Snapchat through ‘Geo-tags’ or filters with sponsored text and images that can appear over a picture or video that someone takes. This is an interesting tactic for advertising, because it literally makes the user apart of the advertisement, which is then either sent to friends or posted on their ‘Story’ for everyone who is friends with them to see.
3. Instagram
If you’re a business that revolves around event planning, food, travel, or fashion an Instagram account would be ideal for you. Similar to Snapchat, Instagram is popular among millennials and/or young adults; however this is changing as it increases in popularity. Instagram is primarily for sharing aesthetic photos or videos of people, places, or things. By leaving your profile public, taking advantage of hashtags, and tagging your location or the people who appear in your photo, your business’ posts will appear on the “discover” page, allowing people who don’t follow you to discover your page.
4. Twitter
Today, Twitter is treated almost more like a news source rather than social networking site. Twitter allows users’ (or businesses) to tweet a quick and casual 140 character status. Twitter is ideal during events or ‘when something’s going on’ because users can follow the page and see updates every few minutes. Also, users’ can share or “Retweet” something they like with their friends, making them active participants in advertising for you - at least, if your content is interesting enough.
5. LinkedIn
If you’re not on LinkedIn already - you should be. While this site is generally regarded as ‘less fun’ than say Snapchat or Instagram, it has a few benefits for strengthening your business or company. As a site designed specifically for business contacts - it’s a great place to find and/or recruit new talent, increase the visibility of your business, and distribute content to followers.
6. Pinterest
Pinterest is a site for users to look, share, or ‘pin’ (save) the things that they like or want. This sets Pinterest aside from other social networking sites because on sites like Instagram or Facebook, a business is competing not only with other businesses, but also the content posted by users’ friends or followers. On Pinterest, people make accounts to browse through ideas or products and organize their ideas or wants through ‘boards’. As a company selling certain objects or services - you can see why this might be an ideal social media platform for you.
Works Cited
Buchanan, Brian. "My Essential Social Media Tools." My Essential Social Media Tools. N.p., 13 May 2015. Web. 27 Feb. 2017. <http://bblive.cc/social/>.
Kaplan, Andreas M., and Michael Haelein. "Users of the World, Unite! The Challenges and
Opportunities of Social Media." Users of the World, Unite! The Challenges and
Opportunities of Social Media. N.p., n.d. Web. 27 Feb. 2017.
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