Real-Time Relevance

After beginning to read Real-Time Marketing & PR by David Meerman Scott, I have come to realize the importance of acting fast during specific situations. Social media has become a way for companies to connect with their consumers on a real-time basis.  For me, I was intrigued by the companies that did not respond to the author when he reached out to them mostly through e-mail.  These are the top 100 companies in the United States, so why could they not take the time to at least make a simple response?  These companies are in the top 100 for a reason, so they should back up their high reputation.  I think I was really surprised at the companies who did send a response back, like Sysco, but never actually followed through with the final contact.  For me, when I say I am going to do something, I make sure to follow through on my word. 

Even though some companies are lacking on the social media end, some are making great strides.  The idea of having a specific individual and department dedicated to social media makes perfect sense to me.  As a business, you want to reach your consumers in a way that is convenient to them.  In today’s society, we are always on our phones and checking the Internet.  Because of this, it is a perfect medium to connect with your intended audience.  With information spreading at a fast rate because of the Internet, it is imperative to be prepared and have someone monitoring the social media channels whenever possible.  I also think setting up training programs about social media will continue to help companies flourish in this technological age.  Some companies are beginning to start this trend, but many are still stuck in their previous ways.  By learning how to connect through social media, new consumers may gain interest in a specific product or business. 

So why are companies still not utilizing social media to the best of their ability?  For me, this is a very hard question to answer.   I know it costs extra time and money to hire a specific individual, but the long-term benefits can prove to be worthwhile.  In addition, some companies are stuck in their old ways and may be afraid of change.  In order to be a successful and competitive company in today’s market, I think social media must be adapted into their business plan.  Without it, the company may lose their competitive edge and may not stand alone as one of the best.  Overall, social media is becoming very prevalent in all aspects of life, and must be utilized in order to survive.