Using Earned Media To Boost Business: A Necessary Trend

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Written by Daniel Slutsky

Social Media is the most popular form of communication in today’s society. Facebook was launched in 2004 and Twitter in 2006, and both have gone public after reaching the success they hoped to achieve as private companies. These are just two of the most popular social networks in existence. The popularity of these social networks has allowed for businesses to start using them to their advantage.

Consumer centricity has become an important principle in businesses, both nationally and internationally. The most recent Global CEO Survey conducted by IBM demonstrates more than 70% of CEOs are seeking a better understanding of individual customer needs and improved responsiveness. Also, these CEOs believe social media utilization for consumer engagement will increase by 256% over five years to become the second most common way to engage consumers, after face-to-face interactions.

The results of the IBM survey clearly show the dominance of social media. Businesses used to send regular mail and e-mail’s out to their customers as a form of communication after purchases or transactions were made. Now, it is all about engaging them through social media.

Companies have the ability to brand themselves through the use of social media. The simple creation of a Facebook or Twitter profile can go a long way.  The employees of a company can utilize social media to broaden their company’s audience. They can connect with and promote the profiles of their company with either their friends or followers. Employees can also list where they work on  these social networks, which also further public knowledge about their employers.

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There are employees of companies that just go about their daily work without social media engagement. This is understandable for those who have been working before the prevalence of social media. Yet, for those who have seen the global impact of social networks, like Facebook and Twitter, and how they can positively affect the success of the companies they work for, there is no reason to not actively participate.

Let me leave you with this: Why have an audience of hundreds, when you can have thousands?

For further information on how earned media can enrich your business, read Hootsuite Enterprise

Alex is a Content & Community Manager at [L]earned Media. Prior to joining, Alex worked in Account Management at JWT, with brands such as Tylenol, Zyrtec, Benadryl, Sudafed, Symbicort and Onglyza. Alex graduated from the University of Wisconsin-Madison with a degree in Journalism.

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