The E-Commerce Book: Building the E-Empire (Communications, Networking and Multimedia)

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No matter what industry your business is in, social media offers the opportunity to establish your brand as a thought leader—the go-to source for information on topics related to your niche. Like brand advocacy, thought leadership is a great way to build consumer trust. In fact, LinkedIn research in partnership with Edelman shows that marketers underestimate just how much thought leadership can impact trust, especially for B2B marketers. About half of B2B marketers surveyed believed their thought leadership would build trust in their companies.

However, more than 80 percent of buyers said thought leadership builds trust. The Edelman Trust Barometer also found that 63 percent of people trust technical experts, compared to only 42 percent of people who trust businesses.

23 Benefits of Social Media for Business

LinkedIn —particularly the LinkedIn Publishing Platform—is a great social network to focus on when aiming to establish yourself as a thought leader. Most social media users log into their accounts at least once per day, according to Pew Research Center , and many people are checking social multiple times per day.

Social media gives you to the opportunity to connect with fans and followers every time they log in. Social media posts and ads are key ways to drive traffic to your website. Sharing great content from your blog or website to your social channels is a great way to get readers as soon as you publish a new post. Participating in social chats—like the weekly HootChat on Twitter—can also be a great way to increase your visibility, get attention from new people, showcase your expertise, and drive traffic to your website. Curating content helps you: Offer great value in the chat, rather than being too promotional.

Just make sure your website address is included in all of your social media profiles so that people who want to learn more about you can do so with one easy click. Social media offers an easy and low-commitment way for potential customers to express interest in your business and your products.

Lead generation is such an important benefit of social media for business that many social networks offer advertising formats specifically designed to collect leads. For example, Renault Europe used Facebook lead ads that allowed people interested in learning more about a new model to book a test drive directly from Facebook, with just a couple of taps. The ads had a 7. No matter what you sell, social media can help you sell it. Your social accounts are a critical part of your sales funnel —the process through which a new contact becomes a customer. As the number of people using social media continues to grow and social sales tools evolve, social networks will become increasingly important for product search and ecommerce.

The time is right to align your social marketing and sales goals. For individual sales professionals, social selling is already a critical tool. Word of mouth drives 20 to 50 percent of purchasing decisions. When you get people talking about your product or company on social media, you build brand awareness and credibility, and set yourself up for more sales. One key way to drive social word of mouth is to partner with influencers —people who have a large following on social media and can draw the attention of that following to your brand.

Research from Nielsen, Carat, and YouTube shows that collaborating with an influencer can give your brand four times more lift in brand familiarity than collaborating with a celebrity. Promoting your content on social channels is a great way to get your smart, well-researched content in front of new people, proving your expertise and growing your audience.

For example, Adobe used LinkedIn Sponsored Content to showcase its research, including infographics and videos. To maximize the social media for business benefits, make sure to have a content marketing plan in place. As people start liking, commenting on, and sharing your social posts, your content is exposed to new audiences—their friends and followers.

Benefits of social media for brand building

Going viral takes this concept one step further. As people share your content with their networks, and their networks follow suit, your content spreads across the internet, getting thousands or even millions of shares. This exposure is especially beneficial because all those shares, likes, and comments show an existing connection with your brand.

Going viral is no easy task, of course, but without social media it would be next to impossible. Just how much content can you get through a UGC campaign?

What Is the Social in Social Media? - Journal #40 December - e-flux

Check out the wanderlustcontest hashtag from National Geographic, which has generated more than 60, posts. If you and your team are on the ball, you can pick up on important social posts about your brand to highlight the positive and address the negative before it turns into a major issue. Be sure to share your side of the story in a polite, professional way. Someone singing your praises? Send them plenty of thanks and draw attention to their kind words.

When a Philadelphia Starbucks store had two black men arrested, the hashtag BoycottStarbucks went viral, and fast. The hashtag was used more than , times in just three days. That is officially a crisis. We apologize to the two individuals and our customers for what took place at our Philadelphia store on Thursday. After this first apology, the company followed up with several more statements on social media, and announced that it would close all of its stores for a day of racial-bias training.

It remains to be seen what the long-term effects of this incident will be for the Starbucks brand, but the consequences would almost certainly been worse if the company had not responded quickly and appropriately on social media. Does your company have a plan in place for dealing with a crisis? While smaller brands may not have a crisis blow up to such a large scale, a smaller number of shares can have a devastating impact within a tight-knit community or niche. Silence is not an option when it comes to responding to crises on social media. Social networks give you the opportunity to interact directly with customers and fans, and likewise give them the chance to interact directly with your brand.

Unlike traditional media, which offers only one-way communication, social media is a two-way street. If you want customers and followers to be engaged, you have to be engaged yourself. You can also use social media monitoring to keep an eye on what people are saying across the social web. The social no longer manifests itself primarily as a class, movement, or mob.

Neither does it institutionalize itself anymore, as happened during the postwar decades of the welfare state. And even the postmodern phase of disintegration and decay seems over. Nowadays, the social manifests itself as a network. The institutional part of life is another matter, a realm that quickly falls behind, becoming a parallel universe.

It is tempting to remain positive and portray a synthesis, further down the road, between the formalized power structures inside institutions and the growing influence of informal networks. But there is little evidence of this Third Way approach coming to pass. The PR-driven belief that social media will, one day, be integrated is nothing more than New Age optimism in a time of growing tensions over scarce resources.

The social, which used to be the glue for repairing historical damage, can quickly turn into unstable, explosive material. A total ban is nearly impossible, even in authoritarian countries. Ignoring social media as background noise also backfires. This is why institutions, from hospitals to universities, hire swarms of temporary consultants to manage social media for them. Social media fulfill the promise of communication as an exchange; instead of forbidding responses, they demand replies. For the late Baudrillard, what counted was the superior position of the silent majority.

In their pamphlet Declaration , Michael Hardt and Antonio Negri avoid discussing the larger social dimensions of community, cohesion, and society. What they witness is unconscious slavery: But what about the equally obvious productive side of being connected to others? Hardt and Negri make the mistake of reducing social networking to a media question, as if the internet and smartphones are only used to look up and produce information. In this way, the true nature of social life online remains out of sight, and thus unscrutinized.

The search for the social online—it seems a brave but ultimately unproductive project to look for the remains of nineteenth-century European social theory. The workings of social media are subtle, informal, and indirect. How can we understand the social turn in new media, beyond good and evil, as something that is both cold and intimate, as Israeli sociologist Eva Illouz described it in her book Cold Intimacies?

As Eva Illouz wrote to me in response to this question: There is no second life, with different social rules and conventions. According to Benschop, this is why there is, strictly speaking, no additional discipline necessary. As Johan Sjerpstra puts it:. Welcome to the social abyss. We can no longer close our eyes for the real existing stupidity out there. Pierre Levy, please help us out: There needs to be actual, real, existing interaction. This is the main difference between old broadcast media and the current social network paradigm. Is there something like a justified feeling of overexposure, not just to information in general but to others as well?

We all need a break from the social circus every now and then, but who can afford to cut off ties indefinitely? In the online context, the social requires our constant involvement, in the form of clicking. We need to make the actual link.


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Machines will not make the vital connection for us, no matter how much we delegate. It is no longer enough to build on your existing social capital. What social media do is algorithmically expand your reach—or at least they promise to. Instead of merely experiencing our personal history as something that we reconcile with and feel the need to overcome think of family ties, the village or suburb, school and college, church and colleagues from work , the social is seen as something that we are proud of, that we love to represent and show off.

Social networking is experienced in terms of an actual potentiality: From now on I will indicate my preferred brand even without being asked. The social is the collective ability to imagine the connected subjects as a temporary unity.


  1. EVALUATING THE NEED FOR A FIREWALL?
  2. Love and Braces (A Dr.Samantha Wrighting novel Book 2).
  3. Benefits of social media for growth;
  4. The power of connection is felt by many, and the simulations of the social on websites and in graphs are not so much secondary experiences or representations of something real; they are probes into a post-literate world ruled by images. The filter failure is real.

    Once inside the busy flow of social media, the Call to Being comes from software and invites you to reply. This is where the cool and laid-back postmodern indifference of quasi-subversive attitudes comes to an end. It is meaningless not to bother—we are not friends anyway. Why stay on Facebook?

    These are cool statements, but they are now beside the point. Social media has been a clever trick to get them talking. We have all been reactivated. The obscenity of common opinions and the everyday prostitution of private details is now firmly embedded in software and in billions of users. Now, thirty years deeper into the media era, even this vision has become internalized.

    These algorithmic calculations run in the background and measure every single click, touch of the keyboard, and use of a keyword. Most of the traffic on social media originates from millions of computers talking to each other. Active participation of ten percent of the user base is high.

    TYPES OF FIREWALL PROTECTION

    These users are assisted by an army of dutiful, hardworking software bots. The rest are inactive accounts. This is what object-oriented philosophy has yet come to terms with: We simply click, tap, and drag the platform away, finding something else to distract us. This is how we treat online services: Within weeks we have forgotten the icon, bookmark, or password. We do not have to revolt against the media of the Web 2. Here is Baudrillard parsing the situation back in the old media days: The difference between the s, when Baudrillard wrote these theses, and thirty years later can be found in the fact that all aspects of life have opened up to the logic of opinion polls.

    Not only do we have personal opinions about every possible event, idea, or product, but these informal judgments are also valuable to databases and search engines. People start to talk about products of their own accord; they no longer need incentives from outside. These devices of capture are totally indifferent to the content of what people say—who cares about your views?

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    What we transmit are the bare signals indicating that we are still alive. This position has played itself out. Instead, we need cybernetics 2. We need input from the critical humanities and the social sciences; these disciplines need to start a dialogue with computer science. Digital humanities, with its one-sided emphasis on data visualization, working with computer-illiterate humanities scholars as innocent victims, has so far made a bad start in this respect. The submissive attitude in the arts and humanities towards the hard sciences and industries needs to come to an end.

    And how can philosophy contribute? Interesting players in the new media game can be found across the globe, from Africa to Brazil, India, and East Asia. For this, an IT-informed postcolonial theory has yet to be assembled. How do you shape and administer your online affects? To put it in terms of theory: Only then we can get a better understanding of the cultural policy of aggregators, the role of search engines, and the editing wars on Wikipedia.

    What Is the Social in Social Media?

    Reborn as a cool concept in the media debate, the social manifests itself neither as dissent nor as subcultural. The social organizes the self as a techno-cultural entity, a special effect of software, which is rendered addictive by real-time feedback features. In the internet context, the social is neither a reference to the Social Question nor a hidden reminder of socialism as a political program.