Twitter Facebook LinkedIn Flipboard 0 The social media marketing explosion should come as no surprise – brands have been inching their way into our virtual, personal networking spaces for a long while. But the potential for savvy businesses to use their audiences as advocates across platforms has never been more lucrative. Whether we enjoy the experience or not, the most enterprising brands have already joined the throng and are making sure they occupy space on the social media we use. And this realisation of the power an army of witting – or unwitting – advocates can harness for a business is causing rapid increase in the use of social media to grow revenue – not only for businesses, but the platform for developers themselves. From Facebook’s evolution of mouse-movement-monitoring possibilities, to Twitter’s advertising potential and self-marketing to SMEs as a cauldron of growth, social media commercialism is here. It’s no longer the preserve of up-and-coming music artists (Were you on MySpace?), or students pretending to study in university libraries, in 2004, when The Facebook was born. Now, even Instagram’s burgeoning advertising potential has become a test-bed for the likes of Michael Kors and Ford, as its #MustangInspires has just broken on the platform to encourage more two-way conversation into its campaigns. The reason why this type of PR and marketing works for savvy brands is that they have realised that social media does not function without the general public. We are all the bridge for brands to enter our networking – and living – spaces, as advocates of their messages. Gone are the days where one-way communication is the only route through to the audience. The picture of a brand; loud hailer in hand, shouting messages at everyone, simply doesn’t work on social media. Instead, through these platforms, an audience has often already raised its hand in agreement that it is willing for the brand to communicate. It has signalled that it wants and is ready to consume, whether consciously by selecting a particular Twitter hashtag, or subconsciously by searching pages on Google. And while positive results are always the aim, such as boosting reputation, generating loyalty and increasing custom, clever brands will even be able to use negative comment to their eventual benefit. They will have prepared themselves with the public relations and customer service tools to deal with issues in a way that pleases the masses, by directly tailoring responses towards them that show they do care. Companies and organisations that use social media well, have the power to create armies of advocates that complete their job and deliver success. It is they who pass on messages to their own following, often creating second, third, and so on, ad infinitum generations of willing listeners that, in turn, will now ‘opt in’ to future messages being sent. It’s this sharing revolution that makes us all ambassadors of our own and other brands – whether we want to be or not. And with the burgeoning commercialism of Instagram and Pinterest, we surely stand on the edge of an era, however long, where companies realise they too must tap into the potential of public relations and marketing through social media. If you enjoyed this article, click here to find out you can use social media to enhance your PR activities. Twitter Tweet Facebook Share Email This article was written for Business 2 Community by Kane Pepi.Learn how to publish your content on B2C Author: Kane Pepi Kane Pepi is an experienced financial and cryptocurrency writer with over 2,000+ published articles, guides, and market insights in the public domain. Expert niche subjects include asset valuation and analysis, portfolio management, and the prevention of financial crime. Kane is particularly skilled in explaining complex financial topics in a user-friendlyView full profile ›More by this author:VoIP Basics: Everything Beginners Should Know!Bitcoin Investment, Trading & Mining: The Ultimate Guide for BeginnersIs This a Better Way to Set Your 2020 Goals and Resolutions?