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Social media offers organisations and brands unprecedented opportunities to generate consumer engagement Essay Example

  • Category:
    Marketing
  • Document type:
    Essay
  • Level:
    Masters
  • Page:
    2
  • Words:
    930

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Social media and consumer engagement

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Social media and consumer engagement

It is an apparent fact that the social media offers different brands and companies unprecedented opportunities to generate consumer engagement. This has been supported by a wide alley of scholars, for instance, Jakste and Kuvykaite (2012) among others who have determined that the social media provides enhanced opportunities for companies to reach their current and prospective consumers and though active communication as well as attractive and regularly updated content to successfully engage them.

Thus, the social media plays a core role in enhancing consumer engagement through increasing the level of interaction with the consumer. This is whereby the consumers have the opportunity of engaging among themselves as well as with the organization on various aspects of the brand being offered. This is possible through an organization’s social media platform where consumers can point out the strengths and weaknesses of a particular brand. With an organization using this information to enhance its brand in line with the consumers’ preferences, this can be perceived as a robust engagement of the consumers in the operations of a given company or brand.

The above fact is supported by Sashi (2012) who determined that the social media aids in ensuring interactivity. This is whereby it provides an opportunity of maintaining conversations among the consumers and in the process engaging them in the processes of building brand equity as well as the production of content in an organization.

Moreover, the social media is core in ensuring continued communication between the company and its consumers. This interaction is integral in facilitating a greater favor for the brand from the company among the consumers as a result of this continuous interaction (Kapferer, 2001). According to Aaker (1996) this has the impact of enhancing the brand equity dimensions, most notably brand awareness, loyalty to a brand as well as brand association.

On the other hand, the social media is imperative in popularizing a particular company or brand. This is whereby the consumers are actively engaged in popularizing the brand by informing their friends in the social media circles as well as inviting their friends to like or try a particular product. This is revealed by Kidd (2011) who cited that the engagement of organizations in the social media helps in popularizing the name of a given company as well as enriching the organization with insights on the most recent consumer trends. In this case, consumers are actively engaged through the social media platforms in popularizing particular firms and their brands.

Additionally, the social media provides a rare opportunity for companies to enhance the activity, participation and engagement of the consumers through various means. This is best epitomized whereby the company can invite the consumers to particular events, offering gifts cards to the consumers as well as offering the consumers a chance exchange their accumulated points for product samples. This has the cumulative impact of fortifying the consumers’ relationship with a particular brand (Jakste & Kuvykaite, 2012).

In the above case, social media is an ideal platform for companies to actively engage the consumers in events aimed at diverse activities like launching a new brand and testing different products from a given company. As a result, the social media platform becomes a formidable tool of engaging the consumers in launching developing brands among different companies in various industries.

Lastly, Stone and Woodcock (2013) determined that the social media can be put into utility throughout the cycle of consumer management. This is whereby when a company establishes its presence in the social media, it has the opportunity of monitoring the dynamics among the old and new consumers, for instance, changes in trends, tastes and preferences with the entry of fairly younger consumers. In this case, when the organization notices increased engagement and interest among this younger generation in a particular brand, it can use this information to tailor the brand to meet the specific needs of this new differentiated market, for instance, in terms of pricing, quantities and packaging among other aspects.

Thus, the social media in the above case provides and unprecedented opportunity of engaging the consumers in developing products which meet their changing needs and preferences. This can be done overtime and prove imperative in the entire consumer management cycle.

Thus, it is prudent to infer from the preceding evidence that that the social media provides unprecedented opportunities to organizations and brands to generate consumer engagement. It is thus the feeling in this analysis that organizations ought to increasingly enhance their presence in the social media platforms if at all they are to benefit from these contemporary opportunities. Failure to do this, they are bound to find their popularity and brand awareness declining as a result of diminishing consumer engagement. This is bound to have ripple effects on both their short and long-term competitive advantage in the market.

References

Aaker, A., (1996). Building Strong Brands. New York: Free Press.

Jakste, L.Z. & Kuvykaite, R. (2012). Consumer Engagement in Social Media by Building the

Brand. Electronic International Interdisciplinary Conference, University of Zilina, September, 3 – 7, 2012(pp. 194-202). Zilina: University of Zilina.

Kapferer, J.N. (2001). Reinventing the Brand. Can Top Brands Survive the New Market

Realities?. London: Kogan Page Publishers.

Kidd, J., (2011). Enacting engagement online: framing social media use for the museum.

Information, Technology & People, 24(1): 64 – 77, 2011.

Sashi, M (2012). Customer engagement, buyer-seller relationships, and social media.

Management Decision, 50(2):253 – 272.

Stone, M. & Woodcock, N., (2013). Social intelligence in customer engagement. Journal of

Strategic Marketing, 21(5): 394-401.