Social Media – The Business of Sharing

In the not too distant past, the Internet was often referred to as 'The Information Super-Highway'. At the time, there was a perception that in essence the Net was 'the best library...ever!' And who could argue? For the first time in history, the general population could query anything about anything instantaneously. Whilst the Internet of today still provides homework answers for students, the perfect Taco recipe at 2am and an endless array of acrobatic cat antics...it is the recent online social media revolution that is grabbing attention.

The term 'social media' has many angles. Academics ponder its significance in relation to the future of social interactions. Media commentators scramble to grasp Twitter's increasing relevance in reporting world events, such as the Iranian protests. The mysterious lives of teenagers intersect with increasingly terrified parents via Facebook. Even a musical moment, courtesy of a talented airline steward finds fame, thanks to YouTube.

How does the business world approach a new technology, that consists of such wide-ranging perspectives and activities? The answer lays with the understanding that people enjoy sharing the many aspects of their lives via social media. It is this enthusiastic desire to share and participate, that offers new opportunities for business.

The challenge of business is not relegating social media as simply another channel of advertising. Inserting a slogan and company logo on Twitter in the hope that a proportion of its 15 million users will take notice, is akin to throwing a paper plane into a tornado. The key is that a strategy of engagement will help in social media, both in good times and bad.

Take for example Dominos Pizza in the United States. Two kitchen employees posted a YouTube video of themselves conducting extremely unsavoury activities whilst preparing Pizza. The video quickly went 'viral' through various social networks, bringing Domino's brand image into question. Reaction from Domino's management was decisive. The company's president appeared on YouTube in a personal message not only in an attempt to limit the damage, but more importantly engage with YouTube users as a community. As Domino's UK marketing director Robin Auld stated ;

The YouTube incident demonstrated the need to be vigilant and alert on all social networks. You can’t stop people posting things and it reminds brands that they need to take swift decisive action. We have a PR department internally which liaises closely with marketing on managing social media. (1)

The Domino's example is an extreme one. It’s not usual for a business having to deal with such an online 'red alert'. The more typical scenario is attempting to reach into the social media sphere, so as to join with the positive experiences of others. Attempts to inject straight form advertising go against the sharing culture. Internet users are very media savvy, traditional 'advertising for advertisings sake' will often be perceived as 'meh' or yesterdays news.

The key here is to transform the message into a method that suits the medium. In the social media realm, this equates to offering something special to users who take the time to follow a business on Facebook, Twitter and the like. People feel valued if they receive a bonus or special deal for interactions conducted online. Whilst a new Pizza restaurant can certainly advertise their opening via Twitter, the effect of a free pizza competition validates people's attention and interaction.


It is this validation that helps a business make an imprint in the constantly changing online world. Social media is not marketing from a safe controlled perspective. Instead, it presents an opportunity for business and customers to engage with each other in new and exciting ways that bring new levels of value for all concerned.

1. http://www.brandrepublic.com/Discipline/DirectMarketing/News/926816/Britains