Social Media For 2012

16/01/2012

In 2011, social media had its share of growing pains. Large brands and corporations took to social media in force to try to find footing in this expanding medium. Some brands found success, while others found peril and new PR nightmares.

Facebook credits take center stage in 2012, it has the potential to project its power and truly takes credits into a viable currency. Through Facebook, a company is building an online destination only about 8% of the way through their product roadmap.

The way corporate entities approach social media is shifting. Many companies realize that setting up Twitter, YouTube and Facebook accounts is not going to cut it as their social media strategy. Brands will need to seriously shift their perspective by treating social channels more like communication channels and less like an advertising channel in order to make a difference. This transition has already occurred, judging by the extent to which brands’ Twitter accounts are now used as channels for CRM and customer support, managing pissed off or happy customers in near real-time.

Customer service, research and image branding could all be considered social media intangibles, yet all three are obviously important in business. Social channels impact every single aspect of business from human relations to ļ¬nance, sales, operations and legal. It’s important for everyone to understand how social media affects their role and responsibilities. Opposite of television, social media is a dialogue vs. a monologue and if a brand is able to collect opinions real-time in high volume via social channels like Facebook polls, they can save a great deal of money on formal research studies.

There have been a lot of discussions about social media fatigue and whether brands refuse to play for that reason. With over a billion people on social media it’s irresponsible for any brand not to have some sort of presence. 2012 will be the year for brands to go beyond cookie cutter campaigns and really determine how it not only adds value to their company, but how it adds value for their customers. 2012 will be crucial for companies and social media.

It’s easy to make up resolutions and think about how much better things could be. But for now, it’s a start. Good luck out there and have a happy new year!