Businesses have a tremendous marketing potential via their social media messaging, whether it’s simply a few tweets every day or video production on a weekly basis, or interacting with customers and consumers via posting or engaging in forums. Multimedia, for example, is extremely powerful in the digital world; over 2 billion visitors go to Youtube every month, helping to make videos one of the most popular ways of consuming content. YouTube has over 2 billion visitors every month. Whatever the channel used, many businesses already have a steady audience and captive attention by the nature of their product or service. The same digital marketing can also be used to effect positive social change as well.
Competitive Edging via Goodwill
Goodwill regularly produces return benefits for a company. It increases community awareness of the brand and business. It helps provide an edge to outside competition that a community may not know anything about. Companies that support elderly care, for example, hit home for lots of people, regardless of background. Over 65 million Americans spend more than 20 hours per week taking care of disabled, chronically ill, and aging family members.
Goodwill also provides a buffer of reputation about your business in case something goes wrong and produces bad press. People are more forgiving of positive elements in their community than those who isolate and only take profits.
Companies Can Add Greater Emphasis to Causes
Companies can easily use social media to project goodwill, associate their name and product with community resources that benefit everyone. Whether it’s Twitter, Facebook, or YouTube, companies can use these tools to show their partnerships with community benefits, proving in action to people a business name means something for the community in greater social returns. Social media also allows companies to easily interact and engage with consumers and customers, show listening to concerns, and show reaction and engagement to things that matter to people currently.
Using social media, companies can craft their story around community resources that help those how need assistance the most, showing that dollars spent on that company go farther than just a bank account. And, in return, companies can provide real help by producing more attention to a cause with an audience who may not always know about a community resource, program, or assistance otherwise. Sometimes simple messages protecting people go a long way too. Many drink companies identify with responsible drinking messages to help prevent accidents and arrests—letting people know, for instance, that .08% is the blood alcohol concentration (BAC) threshold for those driving in Texas.
Interaction Proof to Readers
Social media utilization is a two-way street, and companies that engage with it find that not only does their brand awareness grow exponentially, they are also in greater tune with their customers and consumers. That allows easier adaption to market changes, and it builds brand loyalty. At the same time, driving social media to good causes shows empathy and organizational goodwill that customers like to see benefit where they live as a whole. And that benefits a company in the long-run with increased brand loyalty.