Every time people make a decision to purchase something, they will generally ask other people for advice. Sometimes, people will depend on an expert’s guidance even someone they know. So why is influence such a big deal today? This is because Internet and social media consumption specifically have hit the mainstream.
In February 2009, the social networking phenomenon Facebook had 175 million users, giving it a population larger than most countries. Which is a huge amount of people and they will be talking about a lot of things (including products) to a lot of people! People are making more and more purchasing decisions online every day. It has become normal to buy a product online and less people will physically go into the store.
People will buy absolutely anything online such as clothes and shoes online, not to mention high-consideration items such as:
But that’s not all. Not only are consumers buying online, but because of social media, they’re conversing, socializing, and influencing each other online in a scale never seen before.
The social media platforms such as Facebook, Myspace, LinkedIn, Twitter, and YouTube are just a few of the places where people are asking each other for advice and guidance as they make purchasing decisions. Companies are realizing this and have taken a smart decision to promote their products and companies over social media or they are designing the Web sites to allow consumers to bring their social influencers into the decision-making process. As costumers, people expect and want that because that’s how they’re used to making their purchasing decisions.
So that’s why social influence marketing matters today. People are influencing and are being influenced by each other every day on the social network platforms, community Web sites, and destination sites.
You may need to put a lot of effort into convincing your managers how important the social media platforms are. Many of them may feel that it’s more focused on younger people although, one that doesn’t serve the interests of brands well. The best way to communicate these ideas and techniques to your staff is by organizing sessions or even bringing in external speakers who can talk your managers through the major social platforms and how best to market on them.