Social Media Day | The Power of Social Media in 2020

June 30th marks the anniversary of Mashable’s “Social Media Day,” a celebration of the global impact social media has on connecting people across cultures and fostering communication between people. 

The evolution of social media has defined generations. Just like older generations grew up knowing the same references from Ed Sullivan, Johnny Carson, or Cheers - Millennials and Generation Z are quoting references from vines and memes, and now, TikTok to one another. 

Read more - Marketing Mysteries Uncovered for Generation Z

Social media has given users access to like-minded people across the world, information, and content creation, and platforms like Facebook, Twitter, Reddit, or Tumblr have given a voice to the voiceless. Even talent is discovered on Youtube, Instagram, and TikTok. t is undeniable that social media is an integral part of the consumer’s life, and, because marketers need to meet their consumers where they are, it is an integral part of brands’ marketing strategies. 

Read more - How Marketers are Reaching Gen Z with TikTok

Brands are on social media channels to:

1. humanize themselves, 

2. interact with their consumers during the consumer buying cycle,

3. utilize user-generated content, and 

4. acquire instant feedback and data from their audience. 

Over the past few months, social media’s importance has grown and has even taken a different tone in 2020.

Social Media + COVID-19

When shelter in place orders first arose in March due to the deadly coronavirus, people were, for the first time all at once, working, schooling, and socializing from the confinements of their homes. 

Computer use and activity skyrocketed. People wanted to stay informed on the latest virus news and avoid isolation by connecting with people by any means necessary. 

Social media platforms like Messenger or Google Meet allowed people to video chat; Netflix offered watch parties; celebrities were hosting chats and performances on Facebook and Instagram live. People were connecting like never before, reuniting with old friends and family, and, despite the economic and health crisis constantly looming overhead, learning to appreciate the little things. 

Videos went viral of people uniting to help healthcare providers or musicians on balconies. People were celebrating “Some Good News,” and hosting graduation drive-bys and birthdays. 

Twitch streams, videos of performers and pictures of sour-dough bread filled timelines and feeds, and TikTok downloads increased - proving that people were getting crafty and creative with their time.

People were (and still are) making the best of the current situation. And brands have followed suit. 

Adjusting to marketing in a pandemic world is challenging. As ecommerce sales rose and retail suffered or evolved, brands avoided exploiting the situation. Thus, brands started preaching about hope (almost too often) and putting their money where their mouth was. 

Read more - #MarketingMixer | The Bright Side

Industries are still adjusting every day, but common practices brands should continue doing with both employees and consumers are:

1. Transparency 

2. Communication 

3. Observation (collecting data on trends and behavior)

Read more - Customer Service’s Key Role in Marketing Today

This panel of a diverse group of “non-essential” industry representatives presented by Response Media, highlights marketers’ response to the pandemic.

Social Media + Activism 

Social media has given people a platform to share their stories and relate to others. From the #MeToo movement to the #BlackLivesMatter movement, social platforms have played pivotal parts in giving people a voice; distributing information about donating, signing petitions, or protesting; and raising awareness. Especially during a time when people feel confined to their homes, people are using social media as a way to support causes they believe in. Facebook’s charity donations even make it easier to motivate friends to donate to important causes. 

Brands have also used social to show their support, live out their values, and take a stand. While some moves seem superficial, other brands, like Ben & Jerry’s, have adamantly stated their beliefs on social media and taken action to support those beliefs. 

We applaud @Unilever’s decision. We are proud our parent company is standing against hate speech and divisiveness during this polarizing election season. https://t.co/A8pzRc9VGa

— Ben & Jerry's (@benandjerrys) June 26, 2020

The Dangers Social Media Presents for Consumers

While social channels are beneficial due to their creation of communities and outlets for organization, the information presented still needs to be met with caution by the consumer. 

Consumers should always be aware of:

1. Privacy Concerns

   These sites are collecting data on users. Marketers need to be transparent about data collected, otherwise they risk losing the consumer by coming off as creepy.  

2. Misinformation

   With everyone eager to be informed, there is an abundance of misinformation circulating the internet. A study by Reboot found that there are “1,000 tweets per minute about the virus on Twitter” and social media is filled with misinformation on COVID-19. Any information or article read/shared should always be met with skepticism and additional research. 

   Brands need to do their due diligence by providing and spreading accurate information. Some brands have even stepped away from advertising on Facebook, claiming that they refuse to support a company that spreads false information.

3. Fatigue 

   Social media fatigue and anxiety from social media use are a real problem consumers face. A part of understanding the consumer journey is also understanding this, especially during a pandemic when people are already overwhelmed. So, bombarding consumers with ads at this time may not be the best strategy to create brand advocates. 

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Social media is not only an integral part of our lives, but it is the driver behind a lot of behavior. As a communication tool or marketing platform, social media is powerful and important. Happy Social Media Day - how will you use social to promote what you believe in?