Social media has opened a new portal for consumers to gather and share information on brands with their peers. It is essential for marketers to understand the important role social media sharing plays in the development of brand image in consumers’ minds. The computer/software industry, is so interwoven with social media that firms in the industry know not to ignore it.
Millennials are likely to make purchases when they see a product on social media. This generation cares about what their peers think, and will look to them to guide their purchasing decisions.
Social media provides a means for individual expression, so brands better believe there is at least one person talking about them via social media. In the computer/software industry technology can get confusing and frustrating. If they can’t find a solution online dissatisfied customers will post about it. Brands in this industry will benefit from using IT professionals to provide solutions to arising issues.
Users don’t want to be marketed at. They want to engage with the brand, and truly become apart of it. HP made its users an essential part of their #bendtherules campaign. It encouraged users to create and share content with the hashtag in hopes of becoming apart of Meghan Trainors music video.The campaign was highly successful because of the important and interactive role the company granted users.
Organizations should take efforts to push people to share their content to gain some control over their image:
- People are progressively mobile, so brands need to make sure consumers are able to share content on their mobile device.
- Add relevant sharing widgets, but don’t go crazy with it. — LinkedIn is not usually a relevant widget, but Computer/Software firms should consider because CEO’s are influencers.
- Add sharing widgets to emails. If people receive your emails, they like your brand and would likely share your content.
Brands should add these features to forums and blogs due to the useful role these platforms play in this industry.
Concerns over privacy have reemerged in recent years, and may effect the way users share content. Fortunately, for now, there is little correlation between these feelings and action. Currently people tend to filter their social media usage due to professional identity, or even due to their future careers. They may also opt for more privacy because they are afraid of identity loss. Will these privacy issues cause a change in social media usage and sharing in the future? If so, marketing strategies will evolve to fit this change.