Social Websites

Restored from the Empower Network archive (2011–2017), lightly edited to meet our current advertising standards. Views are the original author’s.

Social Websites Revolutionize Personal And Business Communication

The ecosystem of social websites that continues to grow is changing both the way we communicate with each other and the way in which businesses and brands communicate with consumers. Through the increasing numbers of the websites we are able to engage with each other on a personal level and allow brand owners to know what we think about their products and services in real time.

This ability to interact with others through social websites has now changed forever how we view both ourselves and the world around us. Where once we would have to engage with others in the real world of bricks and mortar today we are able to immerse ourselves in the details of life as seen through the eyes of other people.

Those who offer services and products have harnessed the power of social websites to fine tune their marketing efforts in order to provide information in real time. This in turn allows them to deal with the issues raised by consumers extremely quickly. Unfortunately many businesses have chosen to ignore the social media revolution and continue to rely on traditional methods of communication with the buying public, and other stakeholders.

The impact of not embracing the social media has been extremely damaging. Where once consumers would be willing to overlook a delayed response to complaints they now demand instant action. The interconnectedness of the social media environment also means that information is now shared with lightning quick speed. A single disgruntled consumer can quickly become the spokesperson for others and the viral brand damage can spread quickly.

This has had a positive effect on service levels as global and even local brands realize that the social media makes responsiveness to consumer demands for information and engagement a business imperative. However it is not simply the threat of negative consumer reaction that makes the social media so powerful for brand owners.

The impact of the social media has also allowed brands to forge much closer relationships with consumers. By reacting quickly to market demands and trends savvy brands are able to fine tune their product and service offerings in a way that would not have been possible even a decade ago.

For individuals the social media has made communication with family and friends a more immersive experience. Sharing of video, images and personal information has brought into sharp focus the idea of the global citizen. We share with even those we do not know in the hope that our common ground will forge even closer relationships.

The idea of relationships that are both geographically distant and at the same time extremely personal is one that the social media is still struggling to both control and harness. Sociological theories about the optimum size for groups are becoming outmoded as we share the details of our very personal lives.

Just what the limits to this sharing should be and the emotional impact of these relationships will be is something that the users of social media and the sociologists are still trying to come to terms with, we can only hope that the promise of social websites is harnessed for both individual and societal good.