By Nisha Anandani
This article explains how social media works and how to leverage your networks so that you get real benefit from them, including the main pros and cons.
What social media is
Social media is built on human behaviour as much as on technology. It is internet-based, lets people share ideas, thoughts and information through virtual networks and communities, and allows quick electronic communication. Platforms such as YouTube, Instagram, Snapchat, LinkedIn, Twitter and WhatsApp let people connect with many others at the same time. In many ways it has helped people find common ground online and made the world feel more approachable.
Leveraging your networks
New connections are the key to building and expanding a network. You can also use your current professional connections to reach their own contacts. Work out how to target the people you want to reach, and use your social networks in your favour.
- Go where your audience is. Understanding your target audience is among the most important things a social media marketer can do.
- Be unique. Write a separate post for each platform instead of repeating the same one.
- Post well and often. Test to find the right time for your audience on each network, then schedule posts so your content keeps working for you.
Key elements of social media marketing
- Identify a business goal. Social media use should follow the goal.
- Set marketing objectives that show how you will reach that goal.
- Choose channels and tactics carefully.
- Create a content strategy. Content should be specific, catchy, precise, easy to read and easy to understand.
Pros of social media
- Visibility. Anyone can create an account, and what you post is visible to others.
- Opportunities. Job seekers and businesses can find each other faster. LinkedIn is useful for people looking for work, and companies advertise openings there.
- Faster communication. Instead of calling everyone about a family event, you can message a group. News of an incident can also spread much faster than through a daily newspaper.
Cons of social media
- Content is hard to remove completely. Even after you delete a post, copies may remain elsewhere.
- Fraud and scams. Fake profiles make it hard to know who you are talking to, and scammers can misuse your information.
- Overuse. Many people spend more time online than they intend. The author notes that platforms track activity and use algorithms to keep users engaged longer, so it helps to be aware of how you use each one.
Conclusion
Social media has changed daily life. It is neither wholly positive nor wholly negative. Used wisely it is a helpful tool, and the outcome depends on the choices each person makes.
Related reading
For another view on this topic, read Social media brand building and network: practical advice.
