دانلود رایگان مقاله لاتین رسانه اجتماعی و کسب و کار از سایت الزویر
عنوان فارسی مقاله:
رسانه های اجتماعی و کسب و کار: ما سوال اشتباهی پرسیدیم
عنوان انگلیسی مقاله:
Social media and business: We’ve been asking the wrong question
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بخشی از مقاله انگلیسی:
While social media has introduced important technical innovations, the real revolution is how it can change society. Social media empowers individuals and communities to communicate and disseminate information cheaply and instantly on the web, with a potentially global reach. We have identi- fied four pillars through which social media is revolutionizing society. Pillar 1 — diffused authority and power In traditional mass media, which is one-way, power lies in the hands of those who create and broadcast information: journalists, newscasters, academics, government officials, and business leaders. These ‘‘authorities’’ have traditionally held the monopoly on what information is broadcasted to passive audiences. Although social media does not cancel out this power differential, it alters it. Authorities, celebrities, and government officials are still more likely to be heard on social media than the average person; for one thing, they have many more followers on Twitter. However, average users now have a voice, and their voice can propel them into temporary celebrity status if they broadcast the right message at the right time. This can take the form of a user voicing a complaint about an organization that finds resonance with other users, such as an airline customer complaining about service issues. A notorious example involved British Airways and an unhappy customer, Hassan Syed. In order to complain about lost luggage, he resorted to buying a promoted tweet, that is, a paid-for tweet normally purchased by advertisers who want to reach a wider audience. His tweet said ‘‘Don’t fly @BritishAirways. Their customer service is horrendous.’’ The tweet went viral, in part due to British Airway’s inability to reply to or moderate the original tweet. This example illustrates how even a normal customer can reverse the balance of power with authorities that typically wield unilateral power in situations similar to a lost luggage issue. Pillar 2 — immediateness and authenticity In the case of traditional mass media, information usually passes through a structured organizational process, in which pre-defined mediators decide what to publish and how. This process mitigates visceral, emotional reactions and favors edited and rationalized messages. In contrast, social media brings out authenticity and passion in people. Since individuals who express themselves on social media feel that they are revealing their private self, they tend to be more genuine, emotionally transparent and unfiltered than when they communicate through official, public channels. The individual voices that surface through social media thus tend to provide an alternative take on events and reality. Because they are more authentic, typically they also have more power to touch other people and so their views spread. Social media was used in the Swiss village of Graubu¨nden to revitalize tourism, providing an example of the power of authenticity. Photos and videos depicting some of its 76 inhabitants were posted on Facebook. Some of them referred to simple, rural buildings as ‘‘museums,’’ to great comical effect. The authenticity of Graubu¨nden’s inhabitants really transpired from their posts, which were widely circulated and a clear marketing success.
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کلمات کلیدی:
3 Ways to Grow Your Business With Free Social Media Analytics https://www.entrepreneur.com/article/289668 Feb 27, 2017 - You know your business needs to be on social media, but are your efforts contributing to sales? Eighty-six percent of marketers believe that ... 8 Tips to Grow Your Business Using Social Media - Entrepreneur https://www.entrepreneur.com/article/278598 Jul 6, 2016 - In today's market, harnessing the power of social media is a must if you want to grow your business and grow your brand. From my Instagram ... Why Social Media Marketing Is Important For Any Business www.contentfac.com/9-reasons-social-media-marketing-should-top-your-to-do-list/ At this point in the game, not having an active social media presence is kind of like pulling out a flip phone at a business meeting and then not understanding ... Social Media Marketing for Businesses | WordStream www.wordstream.com/social-media-marketing Using social media for marketing can enable small business looking to further their reach to more customers. Your customers are interacting with brands through ... Searches related to Social media and business importance of social media in business business social media sites benefits of social media for business how businesses use social media for marketing using social media for business starting a social media business social media for business course social media business ideas
