Much of previous research in relation to social media has focused on the integral role social media platform in boosting sales of a given company. However, there has been minimized research attempting to examine the consumer behavior and how this can impact to the company. In this research, we will attempt to examine consumer behavioral patterns and how this impact on social media. This research will attempt to prove social media though a decisive marketing tool has various periodical and numerical challenges. The paper is structured into three main sections, firstly, a statistical assessment on the impact of social media on a given campaign. Secondly, how companies take advantage of social media. Lastly, an assessment of how companies measure their social media success or failures.
Impact of social media, digital, and mobile on consumer behavior
When it comes to the digital age, much of the debate has been centered to examine the aggregate impact of social media on people’s lives. Most of the blogging patterns are largely seeking to satisfy a personal problem. In this regard, audiences have been found to enhance passive media consumption online associated to pursuing latest trends and preferences. A collaborative research project conducted by MRI and PHD highlighted key generational differences in consumption of new media platforms. Take a good example a company like Papa John, the company has managed to build it reputation through supplying of cookeries in online media platform. Research has managed to establish three significant generations courtesy of generation Y, 18-29, generation X 30-44 and baby-boomer referring ages of 45-60.
Other considerate statistics regarding social media influence in relation to consumption establish that 73 % percent of all internet users are above 18 year, with men being at 69 percent and women standing at 78 %. In relation to ethnic factors, 72 percent of bloggers who used social media facilities for consumption and trends were 72 European Americans. Secondly, African Americans stood at 73 percents, and native Hispanic at 79 percent. This indicated that on aggregate, Americans domestic influence is heavily influenced by social media. Conversely, age made a significant impact in the level of consumption. According to research, 90 percent of consumers were between 18-29,this figure is seconded by 30-49 age bracket who of the total 100 percent, 78 used online social media to trace a product. Finally 55 percent of adults aged 50 and above concurred that the have been using social media to assess their products (Dorenda-Zaborowicz, 59).
How companies take advantage of social media
The much hyped social media acts as a resource center that companies can share information, and actually, this methodology is substantial in alternating from mainstream media. In this connection, various companies now have facebook pages, twitter tweets, or you-tube blogs. Technically, companies take advantage of the blogging facilities, since posts will inversely be connected to following and users can chance to share product opinions and this expand influence of the product on the product. Technically, if a user posts a given product on the net their followers are notified almost immediately on the posts. Groups, pages and other online communities’ acts as discussion chambers where opinions can be shared and users can chance to understand the nature of the product they wish to by.
In relation to the mobile industry, companies developing operating systems; for instance, black berry, android or windows, have integrate various social media features to enable the user to track the nature of the product performance timely. With time, companies have realized that results from social media can be difficult to measure and in fact and this justifies the aggregate social media effort. In this regard, companies social media institute the research and development department t identify the fuse in social media debate that attempts to establish a given consumption patterns. Return metrics are quantifiable; for instance, guarantee it with the number of likes and comments regarding a given product (Eitel, 31). Indeed, one of the fastest growing careers in social media is the ability to quantifiably measure the economic impact of social media on marketing campaigns. The return rate on investment has a specific monetary value and in this can be measured by the number of sales that the company harnesses from the media advert. For instance, in the year 2011, Dell generated $ 6.5 million from a Twitter account, and Lenova saved cost of advertisement as much as 20% in customer service calls since most of the communication was handled by facebook. Although this amount are insignificant compared to the mainstream advertising, it is notable that the total impact generated from social media campaign is quantifiable positive (Barutcu, 11).
Measuring the Success of a campaign
In relation to the previous discussion, it is inopportune to determine the techniques that companies engage in various metrics to determine the success of a given project. For this consideration, Bernhardt (132) argues that the real value of social media can only be measured in relation to metric feedbacks. For the traditional media, gross rating points (GRPs) fulfill this function by measuring the advertising intensity of a campaign as whole. Research has further sought to examine the use of online analogy to examine the specifically measure analogy of campaigns. The GRP measure is based on the number and attainment of a company linked posting across the any of engaged social media platform. As part of measuring, the GRP data attempts to examine the social value of a product. In fact, there is a growing concern to monitor sentiments of media posting that can contain negative comments and make it in opportune differentiate between positive, neutral and negative remarks of a given social campaign.
With time, companies have attempted to engage central measurements for instance, the marketing mix models to determine whether the social media had any influence on company performance on the social media platform. Also, companies offer engagement in order to achieve a given reach in demand. For instance, the GRP system can be applied to examine engagement, clicks, tweets, re-tweets, posting and comments. Fourthly, it is good to examine conversion, that is, how many follows were derived by the enactment of the message. This is registrations for contents, phone leads, online sales, webinar registrations, and successful completion of new online registrations. A relative tool in this regard is Google analytics as integrated in the track of your site activity.
Social media is a decisive tool that has power to derive traffic to a webpage and this beats prevailing system; for instance, the traditional marketing where companies had to fight for space adequately. Secondly, social media is a fun creating tool that seeks to engage a given user in fun loving entertainment with necessary his conscious. Thirdly, social has power to market product and minimized cost, as compared to the traditional mainstream marketing that sought integrated expensive budget in the overall cost. However, social media has a plethora of disadvantages, top in the list is that rivaling campaigns to infuriate a given campaign with intent to direct it and sound in particular manner. Secondly, the social media stratagem is more time consuming than companies can literally expect, and this is not usual in mainstream advertising where marketing; for instance, print advert can happen over night. Thirdly, an over consumed social media campaign can have detrimental factors; either causing mental health or physical. There have been question related to the amount of type that bloggers spend on the internet (Ledford, 171).
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