Digitalization of communications
Something that is universally accepted as true in this rapidly changing world of ours is that we have digitized communications to the limit. Thanks to technology, speaking with someone 10,000 kilometers away is hardly different from speaking with someone next door.
Without a doubt, the emergence of social networks has significantly influenced the digitization of communications. Social networks are not a passing fad, a diversion to stave off the boredom or make us laugh. Social networks are here to stay and they have changed our communication habits inexorably. They have even created their own etiquette rules.
Nowadays, our common language has incorporated expressions like “he’s awesome, he has a lot of followers” or “I love your idea, + 1 like!”
Without realizing it, we are democratizing our decisions based on the response of the community (either online or offline). And undoubtedly, this achieves its maximum expression in digital environments. More and more users are requesting recommendations and suggestions about restaurants, workshops, or even lawyers through Facebook.
A new language implies a new way of doing business
Companies, aware of this phenomenon, are increasingly approaching social networks, thus increasing their relevance, not only as a forum for discussion, but also as an opportunity to gather information about their customers, as a sample of market trends or, even, as a commercial opportunity.
It is increasingly common to see companies that draw their products through influencers in which the community must “tag their friends” or “like the page” and “ share the post.”
The best examples of companies that have been able to reach the “social deal” are those that take advantage of the new features of social networks such as buying event tickets, selling a car, or ordering food delivery (like delivery.com).
Social networks can be catalysts of great potential for companies, but they are also a double-edged sword if not managed correctly. If you do not understand social networks, if you do not grasp their language, it is better to stay away until you do. Don’t forget that, with digital media and platforms, we become more visible to the competition, failures are known faster, and they are quickly disseminated.
To do social deals you must know to do social business
This is why companies must be accompanied in their transformation process. If you want to achieve a transition towards social and connected models that speeds up your internal interactions and, in turn, responds better to your external needs, the help of an expert partner such as Capgemini is highly recommended. Investing in social media is a must for any forward-thinking company, but it is necessary to act with knowledge of the cause: adapting the strategy to each platform, using its own language, generating content of interest to the community, respecting its times, etc.