There’s a massive transformation in the media landscape with the majority of us spending over half of our daily lives using screens ( PC, tablet, mobile, tv…..) These are used for learning, making purchasing decisions, finding jobs, sharing conversations amongst many other things. The next generation are already embracing this world. Even as early as primary school age, in many UK schools for example, children at the age of 7 or 8 are given tablets on which they do their homework, whilst being “monitored “ by their form tutor.
A recent study showed that an incredible 60% of people under the age of 40 use their multitasking skills after work, they watch tv whilst communicating (often what they are watching) using social media or text or surfing on the internet.
We’ve all come across someone who uses twitter, linked in or facebook to get advice on their purchasing decisions, seeking recommendations or feedback on their friends’ and their family’s experience of products or services. The lines are blurring between where readers consume content, how they buy things, and how all of the ideas generated from lifestyle content turn into either identity or preference or purchase behaviour. Retailers, service providers and manufacturers all recognise the impact that social networking has on success and are keen to ensure their strategy will keep us committed to their brand. Companies are also keen to sue their strategy to attract and retain talented staff.
When we look at social media patterns we see that consumers look for strong views, ideas that challenge, stories that stand out and pay less attention to straightforward and bland conversations and self promotion. The most successful brands work hard to get our attention and sometimes court controversy in order to build loyalty.
Subscribe to your favourite brands on facebook or follow them on twitter, and you will be instantly transported to a world of conversation which also promotes interesting thoughts, opinions as well as make sure any promotional offers, incentives and events that take place are well publicised.
We see similar patterns in recruitment. Many candidates aren’t interested in just considering a website or looking at a job description. They are interested in following brands and working for a company that innovates and pushes itself to the limit and who aren’t afraid of taking risks, particularly on the social media platform. They want to understand what is unique and be part of a business that leads rather than follows and will use their network to consider which jobs to apply for.