By M. Isi Eromosele

Businesses that aggressively adopt social media strategies as part of their marketing campaigns are more successful. Social media can help a company accelerate innovation, establish brand recognition, generate additional revenue and greatly improve customer experience. The implementation of social media should no longer be an exception for any company. It should be the rule. There is a straight association between in-depth use of social media to engage their customers and the optimal performance of many top brands.

Social media entails the creation of content by consumers that is disseminated through social networks that use the Internet as a facilitating engine. Success with social media requires a high level of interaction and interactivity between brands and their customers. The growing use of social media has resulted in the creation of a highly efficient communication platform that can be customized to the specific use of any particular company in any market located anywhere in the world. Any global user can create content on any subject matter and distribute that information to a global audience in real time. A common denominator in the use of social media is that the content is developed and written by consumers who leverage highly functional tools that are made available by social media sites.

The ardent use of social media offers numerous business benefits to enterprises. One major one is that it facilitates fast insight and feedbacks from consumers that provide the company with an opportunity to evaluate customer opinions, which could result in their making necessary and worthwhile changes to their products or services. With social media, companies are capable of monitoring their markets, their competitors and their customers. This enables a company to collect business and customer intelligence that would enable it to make suitable modifications to its strategies, products or services.

It is imperative that companies create a social media strategy that addresses the organizations’ business goals as well as the risks they may face in implementing the plan. While the implementation of social media has inherent associated risks, it also presents incredible opportunities for organizations such as increased brand recognition and improved business growth.. The dynamic network of communication flow that social media facilitates will change the methodology used to launch marketing campaigns, capture customer intelligence and provide excellent customer experience. This may necessitate realignment of specific business processes within the organization.

The introduction of social media into an organization produces a new communication channel that requires constant measurement and analysis. Social media is becoming a leading force in the development of successful engagement and interaction between brands and their customers. This far-reaching communication paradigm offers huge opportunities that enables companies more effective and profitable ways to interact with their customers. Companies should integrate this important channel of communication into their marketing campaigns and start thinking social when they think about customer experience.

M. Isi Eromosele is the President | Chief Executive Officer | Executive Creative Director of Oseme Group - Oseme Creative | Oseme Consulting | Oseme Finance

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