Social media is such an argued subject among users and nonusers. When consumers and marketers begin to understand social media from both points, one side is much more upset than the other. As a digital marketer, it is their job to do understand the consumer to develop better and more effective strategies to help sell to consumers and get the company or business to have a positive brand recognition and reputation. As a consumer living in the digital era of technology, getting on social media is now an advertising haven of targeting themes a strategies in effect to get the consumer to buy things they want based off their recent search history and likes. When diving into privacy law it is uncertain and currently unregulated when it comes to data mining. The terms and agreements in many sites have a built in protection for to help the company. No one reads the terms and agreements, yet so many clauses now vaguely explain data sharing and user information storage. We live in a world of digital data profiles and tracking. The second a consumer downloads and app and turns on location services, they are tracked. Their location, their purchases, their every movement as a consumer is continually recorded by marketers. Nations and global markets are obsessively monitored for currency weights and updates when the experts so righteously fail to understand the most valuable currency in the world isn’t monetary, it’s information; consumer information.
Marketers are able to track consumers through social media by paying and utilizing the data analytics provided to them. Sites like Twitter provides free follower analytics to marketers. These analytics vary from demographic information to the information about house equity and cell phone service providers. When a marketer logs into analytics, they are able to instantly look at graphs and percentages of their followers. It will explain the most liked topics like entertainment and news or sports and business. From something as simple as this, marketers can tailor their digital advertisements to appeal to their audience. There is also a main events page on Twitter about all of the upcoming national and global events and the projected number of people expected to engage in someway with the live program or event. This allows marketers and digital advertisers to plan their messages based on these events to relate better to the audience. For example, travel agencies can include things like reef tours or upcoming vacation hotspots in their social media postings to better relate to their target audience. Through links clicks, organic engagements, impressions, and retweets, marketers can compile and organize the data to get a better view of what followers want and how to engage with them.
It’s not just about how a marketer engages with their audience, it’s also crucial that marketers look at how their followers interact with each other. Social media was first meant to be a place for networking and communication before it became saturated with advertising content. The way that consumers engage with each other gives marketers an understanding of how they should write messages to their audience. It also depends on the brand voice. Each brand and company that has a digital presence has their own voice that goes along with it. This voice should be something that is recognizable to the brand across all platforms from digital postings to print advertisements and direct engagement with customers. Digital marketers and advertisers that are the front line posters on social media should interact with other departments within a company to make sure there is consistency across the company’s communication with consumers to ensure brand recognition.
Because social media is free, it builds revenue from advertisers. Whether consumers like it or not, they will have to put up with ads unless they decide to pay a monthly subscription to the service. The most recent problem is with the privacy consumers think they deserve when it comes to the internet. Because the right to privacy is scripted in many constitutions and seen as a right most people should have in developed democratic nations, the regulation and storage of internet content is controversial in a world and global society with limited laws for such information.
As consumers begin to further understand how their information is obtained and used across platforms, they may continue to have more negative reactions until social media and internet laws are changed to better benefit the protection of consumer information. It’s hard to create internet laws because the internet and social media fosters a globalization revolution that link all humans together on different platforms sharing each unique story with the world. These stories are then used to elicit emotional responses of agreements or disagreements among their personal followers. Some stories go viral while others are only seen by the person who posted them. Viral content becomes an integrated part of society in itself. Millions of views and shares create conversations that cultivates a common bond among the emotional response the message was intended to elicit.