Social media potential
Business, industry and government have embraced digital and social media. A recent survey estimated that almost 9 in 10 companies (83%) use at least one form of social media. Also, most of them use online video conferencing (60%), social networks (53%), and blogs (43%). Which are not surprising, however they also utilise video sharing (4%), wikis (26%), microblogging (25%) and podcasts (25%).
Streamlining Processes
Digital media such as the web and social media have enabled the existence of e-governments that focus on the online delivery of services. Civilians are now able to submit tax forms, visa applications, and start other bureaucratic processes online. This leads to an e-democracy, in which people can digitally participate in politics and civic affairs such as online public consultations.
More than a decade ago, in 2011, IBM declared itself a ‘social business’. The company stated that in the previous decade a ‘tectonic shift in the marketplace occurred’. Its executives realised that ‘instead of simply pushing messages and offers out to the market, marketing is engaging customers through open dialogue integrated with rich media capabilities that cater to customers’ preferences, buying patterns and personal networks’.
Reaching Out Through Social Media
Many political and social leaders see social media as an opportunity to address youths, who are increasingly disengaging from traditional politics. Official’s aim is to redress the ‘democratic deficit’ and to revitalise the public sphere. Many pin their hopes on the internet. ‘Bypassing … the degraded central systems of mediation in favour of a more independent, varied and critical range of resources for political knowledge’. Social media is facilitating a ‘democratisation of media’. It increases access to tools of public communication (i.e. inclusion) and increased social interaction and civic participation.
Discussion of many new technologies are characterised by considerable hype. Cyberoptimism sometimes escalates to the point of utopianism. However, on the other hand, there is also cyberpessimism. Scepticism and dystopian views expressed by critics who warn of risks and dangers of the changes described.
It is important to balance the discussion. But, without wishing to dampen enthusiasm for the potential of social media to transform many aspects of our lives. We have to note the warnings and need to develop an integrated view of the uses and potential of social media. Marketing, Communication and Public Relations is no exception.