“Social networking is the process of connecting entities together based on their social bonds or ties”[1]. The internet seems these days to consist of near-infinite numbers of social networks. There are new ones appearing with startling regularity and older ones quietly being neglected somewhere else. Who can forget that social network in 2015 where you could only talk in emoji?

It is predicted that by 2018 there will be over 2.5 billion social network users worldwide[3]. The sheer power of these networks is evident, whether it be used for good or for evil. Facebook’s manipulation of their users’ emotions goes some way to showing the ability of the networks to spread more than just information[4]. If a network can be used to make someone happy or sad, it can certainly be used to promote a business.

The reach of social media cannot be underestimated. Modern social media shadows academic principles established decades previously. Most famous is Milgram’s Small World Phenomenon[5]. This study looked at the links between people and their respective connections, proposing that any two people on earth can be linked through no more than 6 people. Modern-day social networks show this on a vast, yet more obvious, scale.

Social media offers a business numerous ways to promote themselves, be it through encouraging electronic word-of-mouth (Ewom), through engagement with customers, through reviews, blogs, sharing of promotions and so forth.

In the past few years, the use of vloggers and bloggers to endorse products has skyrocketed. It is believed that 1 in 3 purchasers from the Body Shop will blog about the products. Vloggers have also become more popular for marketing; authenticity is crucial, vloggers are expected to be honest. Fans believe in vloggers and are highly loyal, if a vlogger supports your business, their fans will do too. This article provides a good summary of the benefits of vloggers in advertising.

It could be argued that blogging and vlogging is merely an extension of online reviewing. Reviews are a powerful tool which a business must be seen to respect. If a customer is dissatisfied, clearly respond to them and try to help.

Ewom itself is arguably the most important aspect of social media, with the most potential for a brand. This article evaluates well the value of ewom. Crucially it is from the customers, to the customers with no commercial content, per se. It is free and whilst it can’t be created by a business, it can be encouraged and motivated. Let’s take a moment to remember that restaurant where you could pay by posting a picture to Instagram with a hashtag[8], a masterpiece of social media. Vlogs/blogs, social networks, reviews and so forth may be categorised as Ewom, however it is worth discussion as a concept.

The principle of Ewom is customers spreading the word of their good experience with a brand. Other customers see these recommendations and are more likely to trust the brand. Critically, comments from other consumers are seen to be more credible and realistic; whilst a brand will always want to say good things about their products, a consumer is more likely to be honest.

There are many reasons for customers to talk about a brand, some internally motivated and some for external reasons. A customer may wish to warn others out of concern, they may wish for the social status of being seen to know, they may be promoting themselves. They may also act for economic benefits; referral schemes are the classic example of consumers recommending a brand for their own profit.

So what can a brand do?

The most important thing must be to treat customers well. Respect your customers and give them a good service, sell quality products, handle any complaints quickly and effectively, do the best you can for the customer.

Schemes which encourage the customer to spread the word of the brand will always be effectively, provided they are well executed.

Building a community is also beneficial to a brand, whether that’s a dedicated group on Facebook, or a following on Twitter, interaction with and between the consumers is key.

Another important principle is to stay aware, a brand must monitor the talk about them, this allows them to correct any issues and join in the conversation, creating more talk.

If there isn’t enough talk about your brand, create some. Undertake a viral marketing campaign of some form, be present and ready to interact. Put your brand out there and in front of as many customers as possible and encourage them to spread the word further.

Ewom provides huge potential to brands if they handle it well. Fittingly there are many helpful guides on the internet, such as this one, to encourage good marketing.

References:

[1] Russell J (2007), ‘Social Networking: Applications for Health Care Recruitment’, Nursing Economics, 25(5), pp.299.

[2] http://emoj.li/.

[3] http://www.statista.com/statistics/278414/number-of-worldwide-social-network-users/

[4] Kramer, A. D., Guillory, J. E., & Hancock, J. T. (2014). Experimental evidence of massive-scale emotional contagion through social networks. Proceedings of the National Academy of Sciences, 111(24), 8788-8790.

[5] Milgram, Stanley (May 1967). “The Small World Problem”. Psychology Today (Ziff-Davis Publishing Company.).

[6] http://activeinternetmarketing.co.uk/how-vloggers-are-changing-the-face-of-advertising-and-why-its-a-good-thing/.

[7] http://blog.loginradius.com/2014/07/social-word-of-mouth-marketing/.

[8] http://www.dailymail.co.uk/sciencetech/article-2627144/Now-pay-dinner-using-INSTAGRAM-Pop-restaurant-lets-diners-settle-bill-uploading-photos.html.

[9] http://www.buzztalkmonitor.com/blog/bid/233669/Electronic-Word-Of-Mouth-presents-a-window-of-opportunity-for-businesses.