When substantive change: the case of social media.
In recent years, social media has undergone a dramatic transformation from being primarily a communication platform to one that is used for marketing and advertising purposes. Social media platforms have become increasingly sophisticated in their ability to track user behavior so as to better target advertisements or promotions at them, often with great success. This shift has been accompanied by an increase in the use of algorithms to provide content based on preferences rather than chronological order.
The lessons here are twofold. First, when substantive changes occur to a business or industry, it is important for marketers and advertisers to stay abreast of developments in order to implement strategies that will be effective. Second, these techniques should not always be used with the intention of targeting users; social media marketers can also use them as tools for customer service by responding quickly and efficiently when queries arise from customers who may have questions about products or services.”
Social Media has undergone a dramatic transformation from being primarily a communication platform (communication)
Platforms have become increasingly sophisticated ability to track user behavior so as better target advertisements promotes at them
Along with this shift increase in digital marketing channels and social media as a whole
Social Media has become more than just a communication platform, but also an analytics tool.
When substantive change: The case of social media – Social Media has undergone a dramatic transformation from being primarily a communication platform (communication) to becoming increasingly sophisticated in its ability to track user behavior so that it can better target advertisements at them. Along with this shift, the number of digital marketing channels has increased and social media became much more than just a communications channel; it is now also an analytical tool with vast information about consumer habits on one hand and their capacity for microtargeting audiences based on browsing history or what they purchase. Furthermore, companies are able to use both content distribution networks such as YouTube, Instagram TV, and Facebook Watch, as well as live video content to engage audiences.
In the past two years, we have seen a huge shift in how social media has been used for business purposes. The recent Cambridge Analytica scandal revealed that companies such as Google are capable of mining vast quantities of data on their users through YouTube, Instagram TV, and Facebook Watch without explicit consent from them or being very transparent about what they do with this information when it is collected. In 2019 there needs to be an increase in regulation around these platforms so that people can feel safe using them while also ensuring advertisers have access to relevant target groups based on browsing history or purchase habits while maintaining transparency about what happens with user data once it’s collected.
Social Media has undergone a dramatic transformation in recent years.
Social Media platforms are major players in the digital advertising market and have made a significant impact on society, culture, politics, business practices, and much more.
The Cambridge Analytica scandal revealed that companies such as Google are capable of mining vast quantities of data without explicit consent from their users through YouTube Instagram TV or Facebook Watch.
Data is collected when users sign up to use the service, search for information on Google or open a Gmail email.
The process of collecting this data enables companies such as Facebook and Google to show more relevant ads tailored towards their user’s interests which in turn benefits advertisers who are able to reach out to potential customers directly from social media platforms.
When Substantive Change: The Case of Social Media
People change their minds about things all the time! Sometimes it’s when they find out that something is not what it seems like (e.g., a company’s practices), and sometimes it just happens over time as people experience new information and perspectives. For some products or services, this continual process can be very important to keep them up-to-date with current trends – for others though, such changes are highly unwelcome because it affects how we think about our relationship with these companies or brands.
Some recent examples of substantive changes include Facebook announcing last week they will now let friends share photos without having to ask-to-date in the minds of consumers and to understand what they want.
I wanted to explore this idea more by looking at how businesses might be able to use a social media strategy when substantive change is happening. As you know, I am focusing on understanding innovation that’s driven from inside an organization rather than externally (although both types are important). In my last blog post about Social Media Strategy as Innovation, I talked about how companies can drive innovation through customer networks. Today, we’ll look specifically at changing products – or really anything for which there’s longstanding demand but new information may bring something different into play over time.