It set the concept of word of mouth on a curve of exponential growth, and brought about a whole new need for moderation, feedback and direct customer interface.
Yet, all in a kind of indirect way.
Confusing, much? Indeed.
All of a sudden we see small Mum and Dad businesses who in many cases are just going about things in their own way, just doing what they do and not necessarily interested in high-level growth or like finding themselves at the centre of stormy feedback rants on Facebook.
Likewise , though seemingly not quite as often, it is a great platform for positive notes, thanks and gratitude.
As with anything, you take the good with the bad; The genuine with the misinformed.
And think it though we may, there were plenty of trolls who thought themselves experts long before social media happened upon us.
It's just that now, they have a louder, shriller voice.
Undoubtedly, as a promotional vehicle it's brilliant.
Play the game safely and within the parameters of Facebook's commercial bounds, and be careful not to inundate or saturate your audience with so much promotion and self-indulgence that it becomes white noise, and you'll have a captive and engaged audience.
But whatever your social preference, all the promotion, suggested posts, sponsored posts and recommended pages aside, social media is just that.
It's often untested. There are few measures of accuracy or credibility. And only loose rules of engagement stand between you (or your business) and a wave of bad publicity.
And in so many ways, when it comes to construction your overall media and marketing mix, there are some things the old school ways will always do best.
|Tags: Social Media Business Column|