T
he main function of social media
is interaction. People near and far
areable tocommunicatebecause
platforms like Blogs, Facebook, Twitter,
Instagram, Snapchat etc. exist. The
origins of digital communication go
way back. In the 1700's unconventional
means of communication like the
telegraph, became popular because
people were able to connect with
loved ones across long distances with
ease. Fast forward to 1890 and 1891
when the telephone and radio were
invented. How many of us remember
the excitement of getting to call a
friend or relative for the first time. You
wouldn’t say too much but the joy
you experienced from hearing the
voice of that loved one across the
line was oddly satisfying; Or you and
your family gathered around the radio
with the long rabbit ear antenna's that
you had to adjust every so often so
that you could listen to your favourite
program for a half hour. We have
certainly come a long way since then.
Many would argue that the major
communication shift happened
with the invention of email and the
internet in the 1960's. People were
given the opportunity to connect,
interact, learn and engage with
people they'd never met before.
Fast forward a few years, and social/
digital media is the cornerstone of
most communication strategies
across the globe. Social media has
shifted the general perception of
what it means to connect with others.
People fall in love, start businesses
and apply for jobs. Many corporations
have identified the shift, and are
embracing it to appeal to customers.
Social media plays a huge role in
the marketing and customer service
arms of an organization. It can help
bring in new customers, it assists in
servicing current, prospective and
future customer bases and to be frank,
it’s easier.
In the early 2000's corporations
took advantage of the unique
environment the digital space fosters.
Customers are at liberty to send a
tweet directly to a bank’s handle
for one reason or another, and the
bank can respond. Social media
bridges the gap between the large,
unattainable façade of a large Pan
African bank and the concerns of
individual customers. Interactions in
the digital sphere make it possible
and convenient to communicate
effectively with customers, therefore
enhancing their experience and
affinity with the brand. Now, brands
are discovering new and innovative
ways to appeal to their customers by
engaging in activities that are in line
with the interests of their customers.
There is a psychological theory known
as the theory of social influence. It
is the change in behaviour that one
person causes in another, intentionally
or unintentionally, as a result of the
way the changed person perceives
themselves in relationship to the
influencer, other people and society
in general. This influence, paired with
relevant and engaging digital content
will grow an organizations following,
increase customers and generate an
additional source of revenue.
In sum, social media is affecting the
way companies interact with their
customers. Organizations are able to
control how people perceive their
companies by the content they
post and interactions they have with
followers. Because of this, customers
trust the organizations they follow
and gain affinity. This trust births an
atmosphere for social influence and
behavioural change.
1792
1890
1985
1999
2002
2003
1966
1999
2001
2004
2005
2004
2006
2003
Telegraph
Telephone
The WELL
Blogger
Friendster
MySpace
Email
Wikipedia
Flickr
Twitter
Facebook SecondLife
January - March 2017 •
The Lion King
• 9
Business
Social media is big
business
Social media
Evolution
By Morenikeji Omotoso
