Social media has been publicized in the business cycle for years now. Rising platforms like Twitter, Facebook, Vkontakte, Orkut, Pinterest, Instagram etc. have enabled companies to reach millions of creative campaigns. This is why social media is to get a bigger piece of marketing budgets and advertising each year. Some of the biggest spenders openly suggested they go and cut all social budget for television campaigns.
However, I fear that these huge budgets may not do well in social media. Companies do not really understand what social media is not interactive control. However, these entities like huge control everything. Therefore, they think that buying feedback will solve their problems.
Increased dependence on consumer ratings and reviews will social media business spending on social media reviews and paid up, which represent 10 to 15 percent of all notices by 2014, according to Gartner, Inc. However, analysts predict that increased media attention to false reviews and social media will result in at least two Fortune 500 brands face litigation from the U.S. Federal Trade Commission (FTC) over the next two years.
“With more than half the population of the Internet on social networks, organizations are fighting for new ways to build follower base larger, generate more visitors on videos, comments garner more positive than their competitors and seek “likes” on their Facebook pages, “said Jenny Sussin, senior research analyst at Gartner.” Many traders have turned to pay for positive reviews cash with coupons and promotions, including including hits on YouTube videos to interests in an attempt to increase sales, customer loyalty and customer awareness through social media site visitors stung mouth “campaigns.”
The last two paragraphs of the press release from Gartner and clearly show that large budgets can cause death of social media as we wanted.
I fear that the end of social media comes from oppression by governments, but it seems like a torrent of false comments of large companies is the real threat. Companies that want to fight in social media should understand that they can not buy good feedback from real people. They will in time doing something really good is more effective than trying to buy their way with false comments. People want nothing to transmit valuable information or good products infotainment. I suggest companies use their budgets for better creativity rather than lies.
Gartner also suggests a way in his report: “Companies that engage in social media can help promote confidence in embracing openly critical of both positive and negative leveraging negative reviews as a way to encourage customers with the product or positive service experiences to share on review sites as well.”