Social media enables users to not only construct a public or semi-public profile within a bounded system but also articulate to a list of other users with whom they share a connection. At the same time, it also helps to view and traverse their list of connections and those made by others within the system.
Effective utilisation of social media among dominant entities such as business-to-business players, business-to-customer players, and government-to-government players permit an increment in the number of existing customers and the ability to easily identify prospective customers. Social media marketers prefer to opt for this platform due to the fact that they may gain valuable information regarding the trends, strengths, opportunities, and challenges of competing business players needs and wants of customers in the digital economy.
What else social media networks can offer? Among others, social media aids social media marketers to build more business partnerships with the right prospective partners, gain an improvement in sales through the increment of traffic to their profiles and websites as well as products and services exposure among the online audience which thereafter may develop loyal fans.
Leveraging business activity and brand equity among online communities is openly possible in social media as it is a key channel for social and business interactions to strengthen their online presence, visibility and business sustainability. What’s more, brand equity is the added value endowed to products and services on account of the company great efforts to create a strong brand of consumer choice than a competing brand. Customers depend on the brand, a durable asset for an organisation, for products and services evaluations and decision making prior to real consumption.
Customers incline to develop positive customer-based brand equity when they respond more constructively to a product as the brand is easily identified through effective marketing strategies via social media. Sufficient brand knowledge aids their views, feelings, beliefs, actions, and experiences towards the product and services with different responses. Brand equity affects the product and services of future directions. Online business players need to build brand equity by generating the right brand knowledge structures targeted to the right consumers. Ensuring to that, brand reinforcement in consumers’ minds is vital whereby online business players need to continuously convey its core benefits, and product superiority to customers, as well as not belittle its compelling offerings by prudently managing their online business via social media ethically and truthfully and furnishing reliable marketing support.
What social media marketers should do to uphold a successful social media existence? Social media marketers are recommended to put emphasis on the followings:
- Contents: Publish fresh, relevant contents on a regular basis for your audience to consume.
- Engagement: Engage closely with an online audience in a friendly and responsive manner to translate into sales, patronage, etc.
- Skills: Upgrade skills in graphics, research, designs, analytics, and monitoring contents may aid to a creatively designed ad campaign to arouse online audience interest.
- Consistency: Be inconsistency in knowing what to do it day in, day out.
Lt. Colonel (PA) Professor Ts. Dr. Hjh. Norazah Mohd Suki is a Professor at OYAGSB and a recipient of Malaysia’s Research Star Award 2018. While Ts. Dr. Hjh. Norbayah Mohd Suki is an Associate Professor at School of Creative Industry Management & Performing Arts, UUM.