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Amplifiers In Social Media
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Today, social media is not an option for a brand. To ensure that client’s customers can easily access what the business desires, they seek to amplify their communication on the types of products and services they offer. Therefore, social media sites are just as important as having a web page. Conversations in social media amplify and propagate with astonishing speed. In fact, amplifications have made conventional Internet search tools inadequate to examine conversations within social media in order to understand the interactions within a dynamic conversation (Renn, 1991)
Amplifiers in social media are significant in keeping the conversation flowing within social media and enhance interactions with conventional online mainstream media and corporate media. In social media, the amplifiers ensure that a conversation about a topic flows and is enlarged (Tsimonis, & Dimitriadis, 2014). It also improves the interactions with conventional online media. Google, Facebook, and other social media sites have layered powerful search algorithms on social information in order to easily find relevant services and products. According to Tinati et al., (2012) amplifiers have rapidly changed how information can be found online by moving into a highly personalized "social search” from a generic "web search." (Tinati et al., 2012)
According to Asur et al., (2011), amplifiers allow a business a unique opportunity to create a dominant social media presence to stay ahead of its competition (Asur et al., 2011). For example, a business can create a physical store network that enables it to create individual social pages for different location, which provides it with a strong presence within the social network and multiple customer touch points (Dong-Hun, 2010). Therefore, when potential customers actively seek the types of services and products the business offers, the product has an enhanced chance of being found. A customer can find extra information in social media, and it benefits the business.
According to Rayson, there isn’t a one-amplifier-fits-all approach to ensure social media work for any brand. However, there are various elements that works together to determine the success of an amplifier as a social media strategy. Amplification starts with recognizing which social media sites attracts the strongest audience for their content, then finding the amplifier with the most engagement on those networks. (Rayson, 2015) Hence, recognizing the networks in which you’re the business audience is critical for amplification strategy and should be a consideration for social media strategy as well. For example, if a business’s social media goal is to improve customer engagement on a particular social media platform, it is crucial to know which audience or sharers have the most traction in the target network (Tsimonis, & Dimitriadis, 2014). These amplifiers have the ability to make a drastic difference in the shares the business content earns. The business should consider conducting research to determine the best amplifiers for content (Zeisser, 2010).
For social media amplifiers, a business can consider particular factors in selecting an amplifier. For example, Domain Authority, Page Authority, Retweet or share ratio, Number of followers, Average Retweets or shares, and Reply ratio. When considered together, such factors can give the business an idea of the potential reach an amplifier can help attain. Different businesses share the same goal of wanting to earn numerous social shares as possible (Tsimonis, & Dimitriadis, 2014). Thus, providing high-quality content that can resonate with the audience is important for the business. Establishing strategic and beneficial relationships with the audience can see desired social engagement take off. Additionally, identifying the content and amplifiers can help the business achieve the most social traction for its content. Currently, businesses also use analytics to help find the individuals who actually amplify a conversation (Asur et al., 2011).
Asur, S., Szabo, G., Huberman, B. A., & Wang, C. (2011). Trends in social media: Persistence and Decay. Available at SSRN 1755748.
Dong-Hun, L. (2010). Consumer: Social Media and Business Strategy. SERI Quarterly, 3(4), 112.
Rayson Steve (2015) How To Find Influencers To Amplify Your Content Marketing. Retrieved from http://buzzsumo.com/blog/how-to-find-influencers-to-amplify-your-content-marketing/
Renn, O. (1991). The social amplification of risk (pp. 287-324). Springer Netherlands.
Tinati, R., Carr, L., Bentwood, J. & Hall, W (2012). Identifying communicator roles in Twitter. In Proceedings of the 21st international conference companion on World Wide Web (pp. 1161-1168). ACM.
Tsimonis, G., & Dimitriadis, S. (2014). Brand strategies in social media. Marketing Intelligence & Planning, 32(3), 328-344.
Zeisser, M. (2010). Unlocking the elusive potential of social networks. McKinsey Quarterly, 3, 28-30.
Sherry Roberts is the author of this paper. A senior editor at Melda Research in research paper writing help 24 hours if you need a similar paper you can place your order for a custom research paper from research proposal writing services.
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