Who is feel the change media

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Abstract Social media allows people to freely interact with others and offers multiple ways for marketers to reach and engage with consumers.

Introduction Social media is used by billions of people around the world and has fast become one of the defining technologies of our time. What is social media?

Social media at present The current social media landscape has two key aspects to it. Overview of framework for the future of social media in marketing In the following sections we present a framework for the immediate, near, and far future of social media in marketing when considering various relevant stakeholders.

Table 1 Framework for the future of social media as it relates to marketing issues Full size table. The immediate future To begin our discussion on the direction of social media, in this section, we highlight three themes that have surfaced in the current environment that we believe will continue to shape the social media landscape in the immediate future.

Omni-social presence In its early days, social media activity was mostly confined to designated social media platforms such as Facebook and Twitter or their now-defunct precursors.

The rise of new forms of social influence and influencers The idea of using celebrities in consumer markets or well-known opinion leaders in business markets , who have a high social value, to influence others is a well-known marketing strategy Knoll and Matthes Privacy concerns on social media Consumer concerns regarding data privacy, and their ability to trust brands and platforms are not new for a review on data privacy see Martin and Murphy The near future In the previous section, we discussed three areas where we believe social media is immediately in flux.

Combatting loneliness and isolation Social media has made it easier to reach people. Integrated customer care Customer care via digital channels as we know it is going to change substantially in the near future. Social media as a political tool Social media is a platform to share thoughts and opinions. The far future In this section, we highlight three emerging trends we believe will have a have long-term influence on the future of social media.

Increased sensory richness In its early days, the majority of social media posts e. Social media by non-humans The buzz surrounding AI has not escaped social media. Future research directions and conclusion This article has presented nine themes pertinent to the future of social media as it relates to and is perhaps influenced by marketing. Table 2 Suggested directions for future research Full size table. References Aguirre, E. Google Scholar American Psychological Association.

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Google Scholar Gordon, B. Google Scholar Gosling, S. Send us an email. Send us an email Who are you trying to contact? Sales Support Other. Key findings Brands have a chance to not only share where they stand on specific public issues, but to drive real change.

Brands have an opportunity to make a real impact using social media. Yet vocal brands have a perception problem. For a more effective stance? Navigating politics remains risky business. Brands need to be ready for employees to take a stand. Taking a stand is the new normal Brands today have proven increasingly willing to take part in—and even lead—discussion on meaningful public issues, and new examples of brands taking a stand crop up daily.

BrandsGetReal: Walmart One divisive public issue frequently making its way into the headlines is gun control. Brands are making a difference Brands taking a stand are impacting more than their business. BrandsGetReal: Whirlpool For some brands, taking a stand means raising awareness and uniting consumers around an issue and its potential impact on their communities.

A united front starts from within Consumers have let brands know just how important it is for them to weigh in on public issues because companies are in a position to enact real change. Taking a stand: Next steps for the social-first brand As brands increasingly weigh in on the issues concerning the world today, companies are realizing that taking a stand can generate awareness and even bring financial benefit.

Make your values clear from day one. Consumers want brands to uphold the values established when they began following brands in the first place. Because unlike private individuals, businesses have the platform and financial resources to create change. Instead of reacting to trending topics, take the time to proactively ask customers which issues are most important to them.

Research that incorporates your audience will result in campaigns that not only resonate, but are more likely to inspire followers to take action. Focus on the big picture impact. Brands have an opportunity to inspire consumers to take purposeful action—but what brands say and do on social can determine whether they are successful in influencing consumer behavior. The social strategy brands create should incorporate all of the marketing expertise at their disposal to directly ladder up to those goals.

Collaborate with nonprofits and experts. To better educate consumers on important public issues, brands should consider partnering with nonprofits and third-party experts devoted to that topic. When crafting social posts, for example, brands can highlight their collaboration with reputable organizations and use their platform to elevate the work nonprofits are doing.

Bring employees into the conversation. For companies to truly do good, they also need to listen and engage with their employees. Employee activism is quickly gaining steam and consumers are throwing their support behind employees who speak up against controversial business decisions.

To create authentic stands that resonate with consumers, brands need to be open to hearing and implementing diverse perspectives from their own employees. For questions about the data, please contact pr sproutsocial. Younger adults are more likely to say social media have a positive impact on the way things are going in the country and are less likely to believe social media sites have a negative impact compared with older Americans.

However, views among younger adults vary widely by partisanship. This partisan division persists among those 30 and older, but most of the gaps are smaller than those seen within the younger cohort. Past Pew Research Center studies have drawn attention to the complicated relationships Americans have with social media.

And while these platforms have been used for political and social activism and engagement , they also raise concerns among portions of the population. Some think political ads on these sites are unacceptable, and many object to the way social media platforms have been weaponized to spread made-up news and engender online harassment. At the same time, a share of users credit something they saw on social media with changing their views about a political or social issue.

And growing shares of Americans who use these sites also report feeling worn out by political posts and discussions on social media. In written responses that mention misinformation or made-up news, a portion of adults often include references to the spread, speed and amount of false information available on these platforms.

Responses are lightly edited for spelling, style and readability. For example:. They take it personally and try to fight with the other group. About one-in-ten responses talk about how people on social media can be easily confused and believe everything they see or read or are not sure about what to believe.

There is no longer freedom of speech.