Remember the days where we would have to ask our parents’ permission before going on the internet because for that amount of time your home phone could not receive or make calls? Remember the days when the news was something we waited until prime time to watch in order to hear about what might be going on? Slow, non-up-to-date news was expected and embraced because it was all we knew. Thankfully, we have come quite a long way in terms of technology in just those few years, but with such quick speeds, LTE, notifications and social media, it brings about the question as to whether we are ever truly able to stay completely up to date.
Once a news story breaks or a tweet is sent out, it immediately becomes old news. Just within those few seconds, there are already various updates from other internet or social sources. And while I may have just convinced myself that we are always one step behind in our information receiving, I would like to dive into the benefits of the velocity and specificity of data we can receive today using social media as brought about in chapter 14 of Social Media ROI
According to Blanchard, an organization, “can see whether its latest bit of content, messaging, promotional genius, or discussion topic is a hit or a miss and why” immediately, (Blanchard, page 204). An organization can gather likes, screenshots, shares, retweets, responses with such high velocity, and quantify this information instantaneously, alter their strategy and do it all over again within moments of their original use of social media. This type of speed and turnaround time is crucial for any organization to stay ahead and be successful. Think of the ever-notorious Myspace. Myspace did not successfully analyze what its users wanted and did not utilize all of the information or data they could have, and soon enough they fell behind and Facebook skyrocketed. Facebook is consistently listening to its users, analyzing the information they monitor and receive and making specific changes all in real time.
Even while working on our individual platform projects it has been clear what our social media sites have done successfully and where their failures have been prominent. For example, Snapchat has made viewing and sending snaps easier, have added the option to upload images from one’s camera roll, video chat with someone, add a Geofilter, scan a code to add someone and much more. These decisions and improvements were all made based off of detailed feedback and data from its users. They listened in real time, made changes and tested their improvements by implementing them, analyzing the feedback once again and continuing the cycle.
The other reason this cycle is so successful is due to the specificity. Before social media monitoring, surveys were used to attain research and feedback and while they are still widely used and valuable, concepts such as researcher bias and un-honesty of the survey recipients come into play. To get more specific, one can now observe immediate feedback from users by looking at conversations about your brand and analyzing what people are excited about or complaining about, (Blanchard, page 205). We can now acquire massive amounts of specific data in real time and use it to strategically change, alter and improve our uses of the variety of social media platforms we have available. We must constantly be willing to change in order to grow, bringing us back to my way too deep, out of character depressing question, are we ever truly ahead of the curve or in possession of the utmost updated information, changes or news?
Wallace, David. “R.I.P. – Top 10 Failed Social Media Sites [Infographic].” Search Engine Journal. Search Engine Journal, 14 Sept. 2015. Web. 28 Feb. 2017.
Blanchard, Olivier. Social media ROI: managing and measuring social media efforts in your organization. Indianapolis, IN: Que, 2011. Print.
Image 1:”11 Things You Should Do For A Long And Healthy Life.” Indiatimes.com. Web. 28 Feb. 2017.
Image 2: Giphy. “Mad Men GIF – Find & Share on GIPHY.” GIPHY. 22 Mar. 2015. Web. 28 Feb. 2017.
Image 3: “18 Unspoken Truths About Living With PTSD.” Playbuzz. 15 July 2015. Web. 28 Feb. 2017.