Social media expert at Trusted Shops, gives an overview of the most important social media terms for e-commerce.
Most recently, social media have been ridiculed as “asocial media.” Data scandals and filter bubbles are currently shaping public perception, and the “Shitstorm” is one of the most dreaded phenomena of the digital present.
Nevertheless, Facebook, Twitter, Instagram and Co. have become crucial for e-commerce. They can be a driving force for sales – used properly. Here are some important terms from the common world of e-commerce and social media:
All users who have subscribed to a profile on a social network are provided with the latest news on this page and speak about specific topics. Facebook is more likely to talk about fans, followers on Twitter and Instagram, and subscribers on YouTube.
One of the basic challenges for companies: To design their own social media presence in such a way that the community meets the desired clientele of the products. Analyzing what channels potential customers are on is essential before starting social media activities.
And once you have gathered your community, “community management” is a central task that should not be underestimated.
Social media users expect quick and personal answers to their questions and complaints. If they are not satisfied with the reaction, they gladly give vent to their anger publicly. If you sleep here, you may quickly have a “shitstorm” on your neck.
Most social networks are only seemingly free – user data is the currency here. With information about their person, their preferences and their current interests, social media users leave behind huge amounts of data traces on Facebook & Co. every day. As a company, you benefit from this: the possibilities of user analysis and targeted advertising targeting have never been so great.
No conflicts are involved here: the balance between data release and data protection must be constantly renegotiated. New legislation such as the EU GDPR, which enters into force on 25 May 2018, and the EU’s ePrivacy Directive, scheduled for 2019, currently have great potential to change the rules of the game.
But even if they are not used as an advertising channel, social networks are an important barometer to find out what’s in the industry right now.
Which of your topics are the users most interested in? What else are they talking about? Listen – and talk!
Content is the generic term for content on the Internet: texts, images, audio, video and more. Everybody should have heard the saying “Content is king” – but it still applies. Interesting and useful content forms the basis for successful content marketing.
And social media are among the most important distribution channels for this content. With practical information, inspiration and a personal, authentic representation of the company, you create a lasting, emotional connection with “your” users.
In addition to the production of your own content, it is still worthwhile to curate cleverly, ie to share relevant content from other users on your own channel. So you can position yourself even more as an expert for everything important and exciting around a topic.
An algorithm is by definition a “solution method in the form of a procedural instruction that leads to a well-defined sequence of steps for problem solving.”
The term describes complex computational processes that are instrumental in making search engines and many other software programs work the way we know them.
Social networks like Facebook use algorithms to control which content users prefer to see – and which not. This artificial presorting is influenced by a variety of factors, such as the pages the user subscribes to and the content that they often respond to. This is used to derive the probability that users will find new content interesting.
This also means that not everything that companies post, their followers also automatically.
5. Organic and paid range
Organic reach is the number of users who see a published post. In addition to their own fans and followers, this can also be other users, for example, if a fan shares the post in their own account.
In contrast to the organic range is the paid range, in which the use of advertising budget of the post targeted additional users are displayed, for which the content can be interesting – also done on the basis of algorithms.
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6. Social proof
This is a psychological phenomenon in which people orient themselves to the behavior of their environment / fellow human beings and adapt their own behavior to it.
In real life, for example, this means that restaurants are all the more desirable when there is always a long line outside the door – even if you have no information about the quality of the food. Transferred to the online world, the social proof measures itself to comments, interactions or reviews of profiles, pages and companies.
Among others, this concept is followed by the algorithms of Facebook and Co. and prefer content that has a high interaction.
Hashtags are words or phrases that are marked with a diamond (#) at the beginning and thus serve as keywords and keywords. Especially on Twitter and Instagram, they have a high relevance, as users link their posts to topics and other users can find them. This way, hashtags bring more clarity into the information thicket in the social networks.
Negative criticism in social media is not uncommon – and no reason to close oneself to these important communication channels. However, if this bundles in connection with a certain event, one speaks of a “Shitstorm”.
This “storm of indignation” involves mass negative reaction to a topic, a person or a company. Companies that are active in social media should therefore always deal with basic principles of crisis communication.
Can be translated in German as “click bait”. With a dramatic, emotional or lurid make-up, users should be tempted to click on a link in a social media post – which does not hide the hoped-for content.
This is intended to increase the respective traffic of one page in order to increase advertising revenue in particular. Clickbait primarily leads to disappointed expectations and should definitely be avoided.
However, the phenomenon also shows that the attention span of the users is very short and an attractive representation of the content is elementary. Teaser texts and images should be carefully selected.
Messenger services such as Whatsapp, Facebook Messenger or Telegram are used for private exchange of information, but in a broader sense also count as social networks. At the latest with the introduction of “Whatsapp for Business”, the world’s most widely used messenger is increasingly becoming an information and service channel for companies as well.
A quick, easy and personal dialogue counts here among the undeniable advantages. Advertisements can also be displayed in Facebook Messenger, and WhatsApp will also be opened for advertising in the future, allowing further contact points with users.