How Social Media Has Changed the Availability and Scope of a Marketer

Social media has changed the marketing landscape in a number of different ways. A recent infographic examined these changes. Below are a few thoughts on two of the changes: Availability and Scope.

Availability

Customer service hours of 9 a.m. to 5 p.m. are a thing of the past. Social media is on 24 hours a day, 7 days a week. Customers no longer have to wait until the next day to contact someone for help. They can complain at 6 a.m. or 10 p.m. Furthermore, customers expect an answer and expect one fast. A 2012 study by Edison Research found that 42% of social media users expect a response within 60 minutes of their complaint, regardless of the time of day. 10 years ago, this scenario would have been a nightmare; however, smartphones have allowed marketers to be on the clock all day, everyday. I have received Facebook notifications on my phone from an upset customer during lunch, on a Saturday, and while on vacation. It is part of the job I have come to accept. Previously, customer service ended when you left the office, now it is on all the time. It’s vital for businesses to have the policies and procedures established to readily respond to customers whether it’s during normal business hours or outside.

Scope

The Internet and social media have changed the scope of marketing. Businesses can easily target users close or abroad. A local boutique in New York could have a huge social media following in Nevada. Each customer is able to see the same content at the same time. Marketers can still work around geographic boundaries with geo-targeting, but what is written online is written in ink. If you need proof, simply do a search on Google. Christopher Null recently created a list of 9 prime examples. The marketing scope is also directly related to how fast things can spread. One slip could be like a wildfire. Just last week, Klout made a conversational tweet about Dr. Martin Luther King Junior. The tweet spread quickly and within an hour, Buzzfeed had an article titled, “Is This The Worst Tweet in History?”

Yikes.

10 years ago, businesses could make a mistake and do quick damage control. Today, it isn’t possible. The scope and speed of social media has created a new type of transparency. It allows customers to see past the corporate facade and businesses to act more honestly and responsibly.

I haven’t been in the marketing industry for very long. For me, this “new” social media marketing is normal. Hearing how social media changed the industry gets me excited for the new and unseen changes to come.