Businesses and Social Media

Media Networks
As opposed to social networks, which specialize in letting users share and

exchange raw thoughts and ideas, media networks specialize in distributing
content like photographs and videos. Instagram and YouTube are examples of
this. A YouTube user, for example, will upload a video they've created, and other
users can "like," "dislike," or comment on the video. If they enjoy the video
enough, a user may choose to "subscribe" to the creator, so that new videos
from that creator appear in their feed.
Discussion Networks
Discussion networks like Reddit are the ideal outlet for posts that can spark in-
depth discussion among users. Users can leave detailed responses in the
comment section, and other users can respond directly to those comments,
allowing for conversations to grow and develop organically.
Blogging sites like WordPress may also be included in the discussion network
category, though some would consider blogging its own type of social media.
Review Networks
Review networks like Yelp and TripAdvisor add social media aspects to user
reviews of products and services. Users can interact directly with those leaving
reviews, as can the businesses being reviewed.
Businesses and Social Media

While any individual can sign up for social media, social media platforms have
become an important part of marketing for businesses of all sizes. The key to
successful social media is to not treat it like an extra appendage but to treat it
with the same care, respect, and attention you do all of your marketing efforts.
Here are some things businesses should keep in mind while using social media.
Social Media Marketing Is Fleeting
By its nature, social media is a short attention span media—you have to catch
their attention as they're quickly scrolling through dozens of posts at a time. Ad
headlines and copy are harder to fit into an attention-grabbing tweet than a
traditional newspaper ad.
You Must Be Active on Social Media
One of the biggest mistakes retailers make is to open up accounts on every

social media platform they think is relevant and then leave them alone with no
activity. In fact, social media users may be turned off by the retailer who opens
accounts and does not engage with clients or the public.
It may be better to not have a social media icon on your website if you are not
going to actively engage with it on a daily basis.
Focus on the Customer
Another big mistake retailers make is to use social media to talk about what is
important to them rather than talking about what is important to the
customer. Retailers who use social media, for instance, may think it is great to
spread the word about a sale. In some ways, this would be true, but if that's the
only reason you are getting involved in social media, it won't be beneficial. Your
goal should be to provide content that is relevant to your customer and engage
with them to the point that they want to share your post with others.
If you use social media, you need to engage with your customers, involve them in
a dialogue, and ask them for their opinions. Post a picture of two items you are
considering carrying in your store and ask customers which one they like best.
This creates a dialogue that leads to shared posts and engaged followers. Plus, if
you successfully engage with your customers, it will help you better identify their
tastes and preferences.
Images Are Key
Another thing to consider is that the most commonly-shared content on social

media is an image, so it's a good idea to include an image with your posts.1 This
will dramatically increase your chances that one of your followers will share the
post with their network. While building up a large network of followers is great, a
better measure of social media success is how often your followers share your
content—no matter how many followers you have. This is the new form of "word
of mouth."
Key Takeaways
 Social media is a website or application that allows you to create and

share content while engaging with other users.
 The type of media being shared depends on the social media site or
application in question.
 Unlike traditional mass media outlets, social media allows almost anyone
to instantly reach the public, and there are relatively few restrictions on the
content.
 Businesses can use social media to engage with customers.

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Businesses and Social Media

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Media Networks

As opposed to social networks, which specialize in letting users share and

Businesses and Social Media

Social Media Marketing Is Fleeting

One of the biggest mistakes retailers make is to open up accounts on every

Images Are Key

Another thing to consider is that the most commonly-shared content on social

 Social media is a website or application that allows you to create and

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