Over the last two years especially, social media is being used relentlessly to promote – oneself, products, services, ideas and so on. While businesses are consistently trying to re-model their strategies by imbedding social media into their operations, individuals are no longer using social media to socialize; rather, they are using them to promote oneself.
Increasingly we are witnessing people craving for attention and businesses becoming obtrusive trying to be everywhere at all times, which is defying the intended purpose.
When does presence become excessive?
Individuals have become brands by trying to receive as many tweets, likes, subscribers, followers etc., as possible, either for financial profits, a confidence booster, or an attention supplement. Businesses, on the other hand, are more concerned with quantity than quality of their posts, and employer branding is almost diminishing.
For instance, although Facebook wasn’t initially created for advertising purposes, that doesn’t mean that it cannot be used for that reason. However, because Facebook’s demographics’ intention (still) is to use it as a socialization tool, businesses are trying unconditionally to use it for recruitment purposes, to promote their brands, and increase revenues.
Using some of these mediums such as Facebook as recruitment tools has been proven to be merely ineffective and the number of followers, likes, and subscribers doesn’t translate into profit for the most part. This has created a fast-food industry like environment, where quantity supersedes quality. It has also increased the likelihood for errors, which scrutinizes the credibility of the organization.
In addition, the misuse has confined creativity, considering that most companies use social media in the exact same fashion. Recently, NYPD used #myNYPD asking their twitter followers to post pictures of members of NYPD. While they expected positive feedback, it backfired when some users tweeted unpredictable and hostile pictures. This shows that giving your customers the possibility to publicly share what they think about you, can negatively affect your company’s reputation.
Like the majority of social media users, employees responsible for maintaining company’s social media profiles lack the knowledge, skills, and abilities to utilize these tools which can lead to major pitfalls. Given that social media is not taught in many universities, most of the users do not understand the algorithms and the socialnomics behind them.
As a result, if your company is planning to utilize social media, use them right. Hire the right people, study your audience, analyze trends, and post at the right place at the right time. Make sure you don’t ask something that could potentially jeopardize your stance.