I want to write about how Social Media has changed the way that companies market and create their brand. On social networks today, such as Facebook, Instagram, Twitter or Tumblr, it is impossible to log on without seeing some sort of advertisement or promotion. It seems that the more online networks are created, the more platforms companies have to bombard us with ads. However one question that comes to mind is: how do the companies benefit form this? It is of course cheaper to access these social networks and post adds for free, but how do they believe that the audience responds to it, and is it even effective? When some one logs into Facebook, are they inclined to click on an ad? What mainly interests me is the fact that advertisements have become inescapable, and from the very beginning companies have been making attempts to ensure that every empty space, like busses, benches, etc. were plastered with a promotion of their product. Now that it has come into our social network, and because we have grown accustomed to it, how does it force the companies to change their marketing strategies? Also is there a difference in the way a company advertises on different social networks? Our culture is very much built on the concept of commercialism. Therefore it is obvious that companies would take advantage of advertising that is wide enough to reach the masses, but personal enough to have ability to contacting individual people as well. Therefore, does the peoples personal choice to follow corporations on Twitter and Instagram, or their willingness to “like” a page make them a product of the culture? These are all the questions that I am hoping my research will answer.
What are your data and how are you collecting it?
My main sources will first be a few select accounts that are of varying brands.
One example that came to mind while I was thinking of this topic was the Taco Bell Twitter account. A smart move made by Taco Bell was that they gave their company personality and made it into a likeable character rather than a corporation. Taco Bell is funny and personable through its tweets and makes attempts to reply to individual people that reach out and tweet at it or make tweets about it.
In terms of Instagram I realized that while most companies have Instagram accounts, it is usually makeup brands such as Covergirl that make sponsored posts. I want to know if these posts are shared on all instagram posts of a certain region (i.e. all of America) or if it is customized based on accounts that follow brands that are similar to Covergirl.
Other than the companies, I also want to focus on the role of the consumer. An article written by Emanuel Rosen and Itamar Simonson explains how the consumer point of view is reworked amidst the immersion in social media. There are a lot of research that is done on this topic, and another article I found is how companies are forced to adapt to the new form of marketing because the old methods are failing in the digital age, written by James Politi. Another way I could possibly expand on this topic is by talking about how to market new versions of old things, for example how do you market a book vs a Kindle. I found an article on that as well called Digita Age Norm? by Jeffery Scherer, and it is essentially his response/ explanation of why publishing companies are giving more importance to ebooks instead or regularly oriented books. This is another branch of the topic to zone in on, if it does not digress too much from the main topic.
What do you guys think in your experiences of seeing ads on Facebook, Snapchat, Twitter, Instagram etc?
Do you think that people are falling into a trap by willingly following these companies on social media, knowing that it is all just a marketing ploy?