Twitter (social media) and how it shapes corporate communication strategies and consumer engagement

Abstract

Social media is one of the powerful tools that business may utilize to interact with the consumers of its products. A few of the social media platforms include Twitter, Facebook, My Space and other platforms. It is one of the resources that the business may utilize to improve their interaction with the external business environment. It is a platform that provides the business with the opportunity to interact with its consumers through Twitter marketing. Twitter has over 316 million monthly active users. There are various ways in which business can utilize Twitter to shape its corporate communication strategies and consumer engagement. One of the ways is promoting the sharing of information and content. Social media is, therefore, an essential component that should be considered while shaping the communication strategies and consumer engagements. Some of the recommendations include the need to ensure that business can implement the technological elements in their activities. Businesses should ensure that they increase the financial allocation to the information technology so as to promote their ability to maintain their visibility in the online platform.

Introduction

The emerging component in the corporate scene is the utilization of social media platforms in improving communication in the business environment. The current business environment is punctuated with stiff competition. Social media wield significant influence in the manner in which the company’s products interact with the consumers in the market. The research aims at analyzing and explaining how the social media influence and affects the business environment by influencing the critical aspects of communication in the organization and consumer engagement. It also aims at justifying that the social media has both a negative and a positive side.  Besides, it also aims at analyzing and explaining vividly about Twitter, how people use magazines and the impact of magazines towards print formats. The issue of digital technology and convergent technology and how it has transformed the act of marketing has also been discussed. Social media is an emerging force that most of the businesses are utilizing to shape their corporate communication strategies and the consumer engagement.

Twitter Social Platform

According to Zhao, Truell, Alexander, Sharma and Smith (2013), Twitter is one of the social media platforms that have a significant influence on the communication strategies and consumer engagement in any business entity. It is a platform that provides the business with an opportunity to interact with its consumers through marketing on Twitter. The platform has over 316 million regular users and a youthful demographic, providing the business with a promising platform for most of its marketing activities. According to Kim, Kim, and Nam (2014), Twitter is one of the social media sites that are easier for the business to sign up and maintain. Most of the business entities with access to the internet can sign up, upload information on their materials and market themselves.

 It is important to mention that Twitter can improve the company’s brand. The primary reason is that the company can improve their online presence. They market their products to over 316 million people traffic. The company’s interaction with the consumers is not an easy undertaking. Consumer engagement is not essentially just sending out tweets. The company should ensure that the manner in which information on their products is released reaches a vast number of consumers in an effective and appealing manner (Ruehl & Ingenhoff, 2015). There are many opportunities that are present with the utilization of the social media. Successful utilization of Twitter and other social media platforms wields significant impact to the manner in which the company communicates and the way it engages with its clients. Successful marketing on Twitter is potent if the company can become a leader with this fast growing social networking platform. Social media assists the company to unlock new opportunities to grow the business in the online platform (Bonsón, Bednárová & Wei, 2016).

Uniqueness of Twitter

According to Thoring (2011), some facets make Twitter unique. The company’s approach method to each social media platform ought to be different and unique. Therefore, the manner in which the company uses Twitter to improve their communication strategies will be a lot different with the way the company uses Facebook, and other social media sites. It is important to note that there is a need to ensure that there is a proper understanding of the way Twitter can be used to improve communication and consumer engagements. It is essential for the company to understand how it fits its social media landscape.

There are various ways in which businesses can utilize Twitter to shape its corporate communication strategies and consumer engagement. One of the ways is promoting the sharing of information and content. When the company actively shares their information in various social media sites, it promotes their visibility in the social media platform. Zhao et al. (2013) points out that consumers can easily engage with their consumers. Consumers will also be able to get information on the online events that may be available. Therefore, the company will be in a position to promote their products in an easier manner. Moreover, the business will also be able to drive engagement for proportional activities through the online platform. Twitter is one of the online social media sites that enables a consumer to access information on the various activities that the business may be planning.

Social media sites such as Twitter enable the business to interact with their consumers. Past are the days when businesses used to interact with the consumers using letters and other analog methods. Social media is an important platform that enables the business to interact with the consumers without physically meeting them. In so doing, it assists in reducing the barriers to effective communication in the society. Moreover, it promotes an easier way through which the business can engage with their consumers. In recent years, most of the business entities have improved their online presence in the social media. The online traffic is an important aspect that enables the business to obtain consumer feedback regarding their products.

Twitter is a social media platform that gets used to change the communication strategies and improve the consumer engagements in their operations. Social media platforms are an essential aspect that businesses utilize to form a network. Networking for the business is important since it promotes the sustainability of the company by improving the number of business ‘friends.’ By doing that, the businesses will be able to identify new market opportunities for their products. Networking is an element that can be utilized by many companies to improve the communication strategies and consumer engagements in the business environment (Ruehl & Ingenhoff, 2015). The other aspect that social media enhances is branding. Twitter enables the company to get opportunities for branding their products. It is through these social media platforms that the companies may brand their image in the face of the public.  Kim, Kim and Nam (2014) point out that Twitter enables the company to advertise what they display and what they offer. Branding is one of the ways through which the company communicates with their consumers. Finally, the other way through which the company uses social media to improve their communication strategies and consumer engagements is by managing their reputation. When the company manages their reputation, it helps to improve their relationship with their consumers. Moreover, social media enables the company to engage with their consumers on the ways through which they can improve their services or products.

Methodology

 In order to achieve the right aspects of the research, a number of peer reviewed articles were compared. Information regarding the relevance of social information presented in the paper was compared. Four articles written by Zhao et al., Kim, Kim, and Nam (2014) (2013), Case & King (2011), and Duque and Del Moral Pérez (2013) were compared. Zhao et al., (2013) points out that the development of modern technology brought about a variety of changes in the world. For instance, it led to the emergence of social networks as a result of the introduction of computerized networks. On the other hand, Kim, Kim, and Nam (2014) argue that, over the years, information technology companies have strived to create gadgets that are pocket-friendly to ease portability. Scientists who focus on the production of electronic as well as computerized technologies succeeded in inventing the mobile phone. Through technological advancements, the gadgets were internet enabled, and this led to the introduction as well as a wide use of social media. Some of the social media networks that have taken the world by storm include Twitter, Facebook, MySpace and Whatsapp.  These social media sites enable the companies to utilize these emerging sites to shape their corporate strategies and consumer engagement.

 Social media or social networks exist around the world as long as human beings continue to organize themselves into groups. Case & King (2011) also point out that humans are the core of socialization, and without them, socialization has no sense. Social media refers to the application of technology based on the internet, where individuals can interact with each other despite the distance. Social media involves the use of a variety of tools that aid in the transmission of messages directly from one person to another through special passages known as networks (Zhao et al., 2013). The networks which are usually offered at a fee enable human beings to socialize. The social media enable one to have access to individuals from all over the world. It is evident that the existence of social media has made the world a global village. Therefore, a business can utilize the platforms to improve their socializations with their consumers. It is important to mention that consumers can easily interact with the business through the online platform as compared to other forms such as face to face meetings and print media. These journals assist in pointing out the desired impact of the social media such as Twitter have to the business.

 Additionally, Duque and Del Moral Pérez (2013) argue that networks such as Twitter enable people in the corporate scene to interact with one another and beyond geographical barriers. Social media helps individuals in the business entities to conduct a variety of activities such as corporate meetings with other individuals in the corporate field. Therefore, it improves the channels of communication in the business. Businesses, especially those that have implemented technology, utilize this new form of social media platform to pass information and interact with one another. According to Kim, Kim, and Nam (2014), social networks such as Twitter make it cheap and easy for individuals to interact. They also promote faster delivery of messages and receiving feedback. The issue of privacy is also addressed by social media tools, thus making it appropriate for a business to interact with consumers and other pertinent individuals without compromising any of their rights. Human beings have incorporated social networks in their systems, whereby they get updated on everything through online platforms such as Twitter. Nowadays the spread of business information is easy and fast due to the massive use of these new forms of interactions (Case & King, 2011). It is essential to point that these four journals provide a better perspective on the impact that social media has to the business.

Business Utilization of the Social Media with the Decline of Print Media Popularity

The world is undergoing a massive transformation, where there is increased use of social media. The introduction of computerized technology led to the shift from the use of paper in various issues such as communication. The transformation also led to the emergence of new forms of communication, where social networks such as Twitter and other social media sites provided a feature for direct communication and interacting with others. The decline of print media promoted the application of the new form of interaction via the enhancement of the implementation of social networks. Therefore, businesses should ensure that it shapes their communication strategies according to the new changes in the market. Additionally, most of the consumers are also computer literate or have these social media sites. Therefore, businesses should also promote the application of the new form of communication and interaction.

Today, most consumers are exposed to electronic gadgets such as computers and smart phones, which promote the use of social networks in the various interactions of the world. Therefore, businesses should shape their communication strategies and consumer engagements along the current forms of technologically supported interactions. Moreover, the shift from the print media also brings the necessity for the companies to ensure that they shift the manner in which it communicates with their clients. It offers a new way through which the business interacts with its consumers.

On the other hand, Twitter gives its clients a platform to interact with the famous individuals in the world, thus promoting the satisfaction of its clients. It has provided a mechanism where its members can follow each other as well as send private and public messages.  Since most of the key figures in the United States have huge followers on Twitter, it is important to note that the businesses should ensure that they get an endorsement from these key figures. In so doing, they are going to promote the chances of them engaging with a huge number of consumers.

According to Duque and Del Moral Pérez (2013), the social network site through the application of the new technology has made progress in advancing its layout. Twitter has added a variety of features that enable its users to interact as well as navigate through its features with ease. Besides, it has put across various mechanisms that ensure the safety of its users. It has set up filters that regulate what people post and the interaction between individuals. Furthermore, Twitter has made it possible for businesses to access their accounts via the enactment of strict rules that enables one to have a unique password, preventing the issue of account hacking. Therefore, business should not be overwhelmed by the fear of having their Twitter accounts infiltrated, as it provides the businesses with great opportunities (Zhao et al., 2013). Business should model their communication strategies according to the opportunities provided by the social media sites such as Twitter. Additionally, the digital technology has put in measures to ensure that their clients receive value for their time through the introduction of other activities and services as they enable them to transact via an online platform.

Convergent Technologies and their Impact on the Business

Businesses should ensure that they consider the convergent technologies as they shape the communication strategies and consumer engagements. The basic reason is that the technology is fast changing. The dynamic nature of technology requires that businesses change their communication strategies and improve their consumer engagements. According to Thoring (2011), convergence technologies refer to the changes in technology where there exists an evolution towards the performance of certain tasks. The technologies involve the convergence of media, where there is interlinking of information technologies and computing. It is evident that the world technologies are in constant evolution. The various companies that indulge in the manufacture of technological equipment apply new developments, thus promoting technological convergence. According to Chen (2015), various companies such as Apple, Twitter and Facebook employ technological convergence, where they are in a constant evolutionary process that aims at improving the appearance and function ability of the social media networks with the aim of improving their services. Therefore, businesses should ensure that they actively put into consideration convergence technology in their change of communication strategies and consumer engagements (Ruehl & Ingenhoff, 2015).

Businesses make use of convergent technologies in their daily interactions with the consumers in a variety of ways. First, they conform to the new advancements, thus enhancing their rate of production. It is evident that the introduction of the new technologies led to an increase in the rate of production. On the other hand, convergent technologies are usually used by people to enhance their socialization, where they create a platform that enhances the accessibility of other parts of the world, thus enhancing socialization.

According to Tao and Wilson (2015), social media also provides the opportunities for the business with a significant number of apps. The term apps are a short form for application; they enable the running of the various programs that aid in social media interaction. Facebook, Twitter, MySpace and many other online sites have apps that enable their users to have easy access to these sites. The application makes it easy for users to access various features about the social media sites. These apps have played an imperative role in revolutionizing social media, in the past one could not have access to social media sites without having accessibility to computers (Case & King, 2011).

The introduction of new technology and its advancements has enabled smart individuals to come up with various measures that ensure there is the accessibility of social media on the mobile phone handsets. The development of apps that can be downloaded from the Google play store plays an imperative role in ensuring that the social media sites are accessible to all. Equally, these opportunities are also provided to the business. Businesses can also benefit from the utilization of these sites since they will be able to promote their products and services. Moreover, these platforms provide a new way through which the businesses can also improve their interaction with the clients. Businesses are required to ensure that they fashion their consumer engagement along the lines with these changes. It calls for the business to shape their communication strategies so as to ensure that the consumer engagement conforms to these changes.

The existence of apps has also promoted a change in everyday life. Social media is now the way of life for most individuals, and the introduction of apps has made it easy for people to access these sites, furthermore, so many individuals today are well acquainted with the social media, and this enhances interaction on a personal level, the apps do not require one to undergo any training, provided an individual has full knowledge or even basic knowledge of computer technology and application. The usage of these apps has been made easy, making their use in the social media world appropriate. Most world interactions are based on social media, and this ensures that there is equal access to information all around the world. Besides, Kim, Kim, and Nam (2014) argue that the world is nowadays a global village thanks to the introduction of special media and these apps that promote interactions at both the individual and public level. It is through these that businesses are advised to promote their investment in technology, as it improves the capacity to utilize these benefits. Social media is an essential element that will assist businesses to improve their interaction with their clients by opening up new channels of communication.

Conclusion

It is evident that in today’s world, most individuals ascribe the digital world. Although not everyone is well versed in the application of this form of technology, especially the aged in the society, a majority of the world’s population is comprised of young individuals, who are the main users of social media to today’s life. Sites like Twitter and Facebook have increased popularity due to the ability to promote interaction among individuals. Social media presents a lot of advantages to the business. Effective utilization of the social media will enable businesses to interact with a large number of people who visit various social media sites. Today, the digital technology has significant space in determining the way through which businesses communicate with the external world. Social media is one of the parameters that businesses use to shape their communication strategies and consumer engagements (Xiong & Mackenzie, 2015).

The primary reason is that social media is a tool that allows businesses to engage with the consumers. It is critical to note that social media provides businesses with the platform to communicate with their clients. Clients can easily share their concerns through these platforms. More importantly is that businesses are also able to continuously engage with their consumers. It assists businesses with the ability to better and more popular way of marketing, branding, and networking. Social Media sites such as Twitter is an essential parameter that business can utilize to shape their communication strategies and consumer engagements.

Social media plays a significant role in the success of the business.  Through social media, there is a more than proportionate increase in the rate at which the information is spread. However, businesses should be on the look out to ensure that they do not fall a victim of the false spread of information, since there are incidences where social media has been used to spread wrong, malicious and inconsistent information regarding other businesses by the rivals (Case & King, 2011).

Recommendations

Some of the recommendations identified are that there is the need to ensure that business implement the technological elements in their activities. It promotes the ability of the organization to sustain their online presence. Secondly, business should ensure that they increase the financial allocation to the information technology so as to promote their ability to maintain their visibility in the online platform. Finally, there is the need to ensure that the changes in the communication strategies and consumer engagement are done through a transparent process, which promotes sustainability in the organization. Some of the recommendations regarding the future studies include the need to determine the optimum approach that businesses should utilize social media to shape their communication strategies and consumer engagements without destabilizing the financial health. It is also essential for research to be done to determine the best way business may utilize the social platform to improve their performance in the market.

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