Jag Panesar, Founder of Saltaire-based digital agency Xpand, takes a look at how the advent of social media in recent years has changed how consumers interact with brands – and the ways companies can stay relevant and in favour in the age of instant responses.
The majority of creatives across the UK have seen ‘The Social Dilemma’ at some point since its release, but I doubt any of us were prepared for the spin used to demonstrate how algorithms influence our online behaviours. If you haven’t seen it, it’s worth a watch!
And while I certainly don’t feel compelled to join a protest, I do recognise how social media can influence beliefs, values and behaviours. Although if I didn’t, I wouldn’t be a very good digital marketer, would I?
When I say influence, I’m not referring to deceitful behaviour or just the negatives – I’m also referring to the positive influence social media has had, especially on brands’ ability to portray their values.
If you’ve just started in business or are lucky enough to be born after the rise of social media, you won’t know what life without social media in the commercial atmosphere was like – bizarre! But I do – and I remember it coming into effect.
Taking commercial by storm
Since social media changed the commercial atmosphere, it’s never been so easy for consumers to uncover the truth about a brand.
Some call it digital evolution; I call it the changing face of brand values. No longer is it good enough for firms only to have their values, mission and purpose hidden in the depths of their website. No, the cautious eye of the 2020 consumer now sees beyond the talent of the copywriter and takes to social media in search of authenticity.
And when I say social media, I’m not just talking about company pages. It’s employee and director profiles, public forums, and even local community groups. I hate to be blunt, but if what they find does not add up, a brand will instantly lose all credibility with what could have been a strong lead.
The good thing is, many marketers recognise this and now support brands with the conversion of brand values to create impactful social media content – most of the time!
Where did it begin?
Remember when social media first became a thing almost 20 years ago? Those responsible for marketing had a definite fear they would lose control over their brand integrity, partly because consumers suddenly had the option to speak freely and openly about their experiences.
Of course, their initial worry was that this would then undermine the intended value and personality of a brand, but they soon came to realise the benefits of having more ways to show consumers who they are and what they stand for.
