Social media has increase the power of consumers in
business, much greater than we can expect.
In the past, consumers did have power by recommendation and
feedback, they were able to communicate with the brands. However, with the age
of social media, communication is faster and broader. Consumers now can talk, in real time, with brands and with other
consumers. This is something that have never happened before.
As a modern girl, I would buy a lot of beauty products for
myself and my friends. As in the traditional way, I would go to a store finding
for advices from shop assistant to find a product that is good for me and fit
with my budget. The shop assistant can tell the truth or she can lie, I have no
way to find out about that. Nowadays, I can check several product reviews
before I make my own decision to buy something therefore, I don’t even need to
hear from the shop assistant. It is clearly to see how one customer can affect
the shopping behaviour of other customers. Before the existence of social
media, big brands could pretty much say anything to their customers without
much consideration of something bad would happen in written or if there is
something, it could be easily fix or sway around. It is not the story of today,
since social media has enabled people around the world to connect with each
other much faster and broader with the “share” button.
Image: Cosmetic review from Kjagger
Consumers are the content creator of today’s world. Even there are so many debates over whether tools like Facebook, Twitter and Youtube could be huge distraction from is one big example, which enable it’s user to create media content and publish and they can even earn money from that, which create a whole new job that we call “Youtuber”. Let’s look back to the beauty product purchasing example (yes, cause it is the easiest to understand and connect with). The review that I read or watch online are usually from other consumers that had already use the products or they could be asked to do a review by recommendation, which normally are from personal point of view, but many people seem to enjoy them better than reading the product description.
On the other hand, consumers are moving toward the companies with the higher frequency using level of social media to communicate about current social issues, which has proven that value creation and generation for any business is now a bigger deal.
Image: Facebook safety check
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