To me, social media is just a tool no matter Facebook, Twitter, Path, Pinterest, etc. There's nothing else. There have been many training courses, seminars, and so, about social media marketing management. The basic idea of social media is human behavior on the Internet. As we know, we can be anything on the Internet. Noone cares. Only something that can really create an impact, that's when people start looking for a "real" person behind that. Many companies have rolled out their company's Facebook and there are many still that don't. A very foundation of all is about "comment". In my previous organization, we discussed about joining the wave of social media but a major concern is about the comment. There MUST BE A PERSON at least take a full-time job in monitoring, responding and filtering the comments. There could be competitors, revengers, and anyone can slam it with negative and unpleasant comments. We might think about having it but block everyone not to express the opinion or post anything on the Wall. However that's not the purpose of having social media or put yourself in the spotlight. If you've decided to be there, you must be able to take all consequences and manage them. Mark Shaefer wrote an article named The Sixth Elements of Human Behavior That Drive Social Media. He explained that there are six types of human behaviors nicely. The first one is Sharing. People in Social Media society like to share with an assumption that it'll be benefit to the others. The second thing is Pleasure. People want to share their pleasure or good moments to the others there. Pleasure from pleasure activities such as sharing as mentioned or even meeting new people that can create another type of joy. The other is to Group. Human beings like to be part of the society. They will be even more happy if they can be part of something they're interested in. That's why we see some features in Facebook that allow us to create our own groups or even subscribe to the other groups of interest. The fourth one is Replication of Ideas, Behaviors and Beliefs. After reading one thing and if they like, perhaps they act like a copycat or modifying those ideas to fit their own. They would probably pass those ideas, behaviors or beliefs to the others such as "planking", "tight my breast (nan-ok)" if we remember that. The fifth one is Self-Promotion. Our own photos or not so far away "Net Idols", these are clear example of self-promotion. And the last one is Loyalty Identification. Look at the group, fan clubs and etc. Those are good examples.
Now if we consolidate those behaviors described above and look at one picture, people in social media. People in there can be expressed themselves freely by just having an email to register. We've seen that many people have different email addresses just for distinguishing their characters in social media such as Facebook or even long before tool, forum. If we look at one particular event and take those elements of human behaviors, one bad advertisement. People express their opinion in there and perhaps share that piece of ads with their comments. That's impact of Sharing. At the same ads, if it starts to have more negative comments, there tend to have more negative one coming. At the same time, if there are people who like the comment, it'll be more or less created self-promotion. People like the idea written. It also shows replication of thought and behaviors in there. However if that company has a fan club or something similar, too. They might show "loyalty" by protecting that advertisement. Now you see why social media management is a full-time job. It's human nature. Bad things are easy to spread as fast as or even faster than the virus. Good things take time and to make it spread, it has to be really really good. And those bad things, when they're there, they're there. People can retrieve those things anytime. And to change the perception will take time and hard effort.
It's important that we have to be trustful and credible as well as honest, at least showing those, if we want to deal with social media like this because people are ready to share, to spread and to replicate. Now you know how you want to manage your Facebook, don't you?
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