Atlanta Social Media Marketing: Social Tool Confusion: Learning Which Tool Works for Which Strategy

The explosion of social media and social networking has altered the landscape of advertising and the interaction between businesses and customers. These two forces have begun to shape and change the way we conduct our businesses. We are now able to engage directly with a customer; entice them with specials and promotions; and inform them personally of changes and additions to our product lines.

But, as business people, we need to know the similarities and differences of social media and social networking to use each to its full potential. Each term has a tendency to be used interchangeably. There is often confusion about the function of social media and social networking. However, as you will see, social media and social networking are distinct entities which have a defined role.

Similar, but Different

Let’s define social media and social networking. Understanding each term will allow you to position your company and develop business strategies to capitalize on each application:

Social Media: Social media can best be described as a tool to impart and deliver information to an extensive audience. Social media directs the message to a customer and conveys this information by way of the internet. The seller is directing the flow of information and the consumer serves as the receiver.
Social Networking: Social networking connects with your client and builds a relationship. Bonds are formed with individuals and groups who share a familiar interest or activity. Give and take is paramount with social networking. You continually engage a consumer, and they become a partner alongside you.

Social media and social networking are really two separate ideas and, therefore, should have two distinct roles within your marketing, brand, and publicity strategies.

Social Networking:

You are an active participant with the consumer.
A dialogue is created with the customer and a relationship is formed.
An exchange of ideas, concerns, comments, and praise are welcomed and encouraged.

Social Media

This is an instrument on which you use to direct information to a customer.
The business is solely responsible for the flow and direction of information.

Therefore, it can be said that social networking is the “act” of engaging your customer while social media is the tool we use to conduct the conversation.

Leveraging the Differences

Understanding each function and purpose of social media and social networking allows a business the opportunity to effectively utilize these two mediums to their maximum potential. A company’s continued growth and success can be increased with successful social media and social networking skills.

Put those skills together to deliver a powerful message that attracts customers, maintains current clientele, and builds a powerful platform to launch a new product or sustain an older one. Your success in the 21^st century might just depend on it.