Social media has become a juggernaut in its own right. Whether it's the ever spiraling number of daily users that consider Facebook the go-to, or anyone getting involved with a trending topic on Twitter, social platforms are integral in the life of the modern media consumer.
Consequently, more companies than ever are looking to leverage social media in efforts to appeal to more people. In fact, research by Nexgate, which looked at some of the biggest enterprises in the US, suggested that the average Fortune 100 firm now has a staggering 320 social media accounts in total, covering all aspects of the company and the regions they operate in.
The average Fortune 100 firm now has a staggering 320 social media accounts in total.
Furthermore, the findings of public relations outfit Weber Shandwick outlined that 80 per cent of CEOs are now engaging people directly on social media. While many of these will merely be toeing the party line, they are also social media influencers in their own right.
Not only can CEOs who use social media allow consumers to put a face to the name of the company, they will immediately be trusted by their followers, and the wider social community, if their name and the business's brand is respected and holds weight.
The simple matter of the fact is, the average social media user now has more access than ever to the organisations they choose to engage with.
What they say to them and, more importantly, about them, can offer a detailed level of insight to companies, providing they have a social media monitoring strategy in place.
Whether it's using targeted keywords, focussing on a particular news agenda or just the company name itself, garnering a picture of social interactions can give a more rounded insight into how modern consumers are engaging with content.
Social media influence across platforms
So, social media is prominent, but how does it interact with other, perhaps more traditional platforms? Well, in the case of television, media at large is reaching an interesting precipice.
Can social buzz affect other media?
Research from Networked Insights explained that any television shows that are new to the airwaves soon end up cancelled if there's not enough social chatter surrounding them.
In fact, the company found that the US network television programmes canned over the course of 2014 had 50 per cent less posts across social media platforms than those that were renewed.
This is evidence of how social is affecting different media. While its influence in its own right continues to grow, the fact that it can drive the agenda of other platforms is something that should be noted, especially as its importance is only likely to grow going forward.