How Technology Impacts Communicators And Their Interaction With Consumers

Consumerism has changed drastically due to technology, and communicators are creating innovative ways to establish a relationship with consumers by customizing how they advertise and relate to the individual consumer. It is the role of the communicator to establish brand loyalty and build trust with the consumer. To be successful the communicator must understand the digital language and behavior of its consumers and what digital tools are most utilized by them (Loren, 2017).

To strengthen the communication between consumers and communicators it is important to know which social platforms will be the most effective for the brand and consumer interaction. Facebook is the largest social networking site accruing close to 2 billion users, Instagram has 1 billion users and Twitter has 335 million users. Although these social sites are considered the big three, communicators should also consider the number of users on other popular sites such as WhatsApp (1.5 billion) and  Snapchat (255 million) (Lua, n.d.). In the workplace creating a social media management team will not only keep interaction consistent but understanding how to analyze the data for social media usage can help communicators stay on top of what is current, effective, and relevant to their brand. 

Developing a social media management team will help keep interaction consistent between a brand and its consumers.

Knowing which apps are critical to establishing a relationship between a brand and its consumers is not enough. Communicators must also know how to communicate on these apps as well as create content that is appealing to consumers. It's important for communicators to know the language of their customers and what interests them. Communicators should always create space for feedback and establish a community on their social media page because it lets consumers know that you are listening to them.

References

Loren, S. (2017, February 9). Analysis of how technology is shaping consumer behavior. Mashable.

Retrieved from: https://medium.com/@saraloren506/analysis-of-how-technology-is-shaping-consumer-behavior-607ff9e676be

Lua, A. (n.d.). The 21 most popular social media sites in 2019. Buffer. 

Retrieved from:https://buffer.com/library/social-media-sites