Why is Customer Engagement in Social Media Easy and Difficult Simultaneously?
- Sep 18, 2017
- Sonal Maheshwari
Do you know that Facebook users post about 250 million posts in an hour and Instagram has to process about 100 million likes per hour? Twitter generates about 3,50,000 tweets per minutes. Users are providing the data freely which the social networks leverage expertly to provide relevant ads to the same users. In various events, groups, hash tag discussions among many others, a lot of data gets generated which these networks harvest for their business. But is this work simple? Social networks have to ensure that such generation and management of enormous data should work seamlessly. This is the reason that pioneers in e-learning like Intellipaat have included training on social media courses. So, is managing social media networks easy or tough? Let's take a peek.
Reasons why managing social media management is kid's stuff
Win-win deal: Social networks leverage data, users get service
Google launched Google+ in June of 2011 with even much greater vision than Facebook as it brought the concept of circles. What the average users couldn't understand is that why there was no ads in Google+? After all it provided great service like Facebook and users could do pretty much all the things they did in Facebook. The answer was simple. Users would themselves give all their basic information and much more like their likes and dislikes, which Google would use to provide relevant ads to users. After all, most of us do use Google search, mail, maps and many other services, don't we?
Why do people flock to social media?
Social media has huge customer base owing to the simple fact that it's free. Consider a free platform where you can post videos, images, opinions to your friends. You can also view those videos, images posted by your friends and the people you follow or subscribe. There are even monetization programs in some social networks facebook where you can practically make money by leveraging such services. One can also store huge number of data especially videos and images and you can access them long after you have stored in the social networks. And the best part is it's all free!
Public figures, hash tags, active users get social networks going
One just has to create a hash tag for a popular event in social media and users will start putting their opinions in them. Movie stars host Q&A sessions in Twitter through hash tags. Fans themselves will start buzzing with their favourite movie star and this gets the social media going. Movie stars often host a 1 or 2 hour live video session in facebook where they interact with the audience.
There is also huge following to prominent figures like the Narendra Modi, Donald Trump among many others. Modi has 30 million followers, Trump has 31 million followers on Twitter. Social networks have just to analyze the purpose and personality of these figures and put relevant ads on their following groups. Crucial government policies, stock market movements are followed by the general public and this furthers the customer engagement in social media.
When social media management becomes a headache
Handling such diverse customer base
Quite often firms launch campaigns in social media to promote their products and brands. Particularly, global firms like Pepsi, Coca Cola, Amazon among others should cater to people speaking different languages to advertise their products. Social networks therefore provide support for at least 23 languages which more than half of world's population speaks. Individual experts in linguistics are hired for supporting each language. It requires a great deal of skill set to manage social media networks effectively. That is why, a social media course is one of the most required skill set in the IT industry.
Dealing with cultural nuances
There are cultural nuances specific to each region and community in the world. Social networks have to tread carefully so as not to hurt the sentiments of a particular community. There was a huge outrage by Indian netizens when Facebook didn't include Jammu and Kashmir in its map. Red meat of cows is very much preferred by Americans. Most Indians regard cows to be sacred and violence against cows won't sit well with Indians. Social networks have to censor beef marketing in one country and promote it in another country. This example is only a sample of various such problems that might arise in this regard.
Problem with the unruly lot
There are times when firms have to promote their brands in social media. Obviously, there will be some users who bad mouth the quality of the products. Dealing with such people is difficult as they would most likely be impatient, irrational. Famous celebrities often get abused on social media when they post an opinion. The abusers are often politically incorrect, unfair in their opinions.
It's an open secret that extremists and terrorists use social media to propagate their ideas. Social networks are obliged by the governments across the globe to block such accounts. Hence, they have to take extra care in stopping these anti-social elements before they spread their ideology to gullible people. Hackers, Spammers are online day and night trying to plant worms, viruses and bots in social networks. Social network players have deploy firewalls, ensure security to users and provide seamless service.
The judgement is out
Getting the customers started is not so difficult in social media. The thing that is tricky is to get them going consistently for a long time. It is not so easy to manage high active users and to support them in their engagement to the network. On the other hand, it's a free, dynamic, scalable platform where users will themselves provide all data to process with. Big data makes massive storage and processing easy, along with graph network algorithms to manage huge network of social media accounts. Hence, it's both difficult and easy to manage social media. Those social networks will succeed who believe in a deep responsibility in bringing people across the globe together.
Sonal Maheshwari has 6 years of corporate experience in various technology platforms such as Big Data, Data Science, Salesforce, Digital Marketing, CRM, SQL, JAVA, Oracle, etc. She has worked for MNCs like Wenger & Watson Inc, CMC LIMITED, EXL Services Ltd., and Cognizant. She is a technology nerd and loves contributing to various open platforms through blogging. She is currently in association with a leading professional training provider, Intellipaat Software Solutions and strives to provide knowledge to aspirants and professionals through personal blogs, research, and innovative ideas.