Tanner-Maluchnik

“Survival of the Fittest” Social Media, Social Darwinism, and Business

by Tanner M. on

Traditional vs. Social Media, Social Darwinism and Businesses: “Survival of the Fittest,” How Social Media Works, How Traditional Media Marketing Works, and How Social Media Marketing Works

Traditional vs. Social Media

Before we get started let us distinguish Social Media and Traditional Media:

Social Media supports the democratization of knowledge and information, transforming people from content consumers into content producers (Wikipedia). In can be seen as a two-way street communication media. Instead of the business controlling their message, customers now have a say in the brand and businesses message. Business communicates message to customer, customer communicates message to business, and customer communicates to customer/prospect.

Traditional Media can be seen as a one way street. A business communicates a message through a television ad but provides no way for the customer or prospect to communicate back.

Social Media, Social Darwinism, and Businesses: “Survival of the Fittest”

Here is how Social Darwinism and “Survival of the fittest” is going to play out in the coming years for businesses:

Fit in this sense will = Credibility, Authenticity (or transparency), and Trust between Customers, Prospects, and Businesses

Survival of the fittest = If species do not adapt to their environment, they will die. If businesses do not adapt to their environment, they too will die. Social media is becoming a part of the environment and will continue to do so.

  1. Social media continues to grow in popularity with more and more people connecting to the internet and through mobile phones, thus becoming more effective and a more important NEED for survival. With this growth is in an increase in two-way street communications between customer to customer, business to customer, customer to prospect, prospect to customer, prospect to prospect, business to prospect, prospect to business, and one of the most important, customer to business.
  2. Traditional Media becomes less popular with less and less people watching TV, Tivos skipping through advertisements, and Gen Y’s incredible ability to tune out interruption marketing (tv commercials). Traditional media becomes less effective and thus LESS of a NEED for survival.
  3. Customers now are message producers and heavily influence their peers purchasing decisions. They will communicate messages of which products are “fit” and worthy and which are not.
  4. Businesses that are not communicating with their customers or prospects will lose out on being a part of the message and providing a remedy. The businesses that are not in social media will lose. They miss out on opportunities to build credibility, authenticity, and trust, thus they are not “fit” and will die!
  5. Companies that continue to rely on traditional media can survive for a little bit, but as more and more people get connected to the internet (especially through Mobile) and communicate through social media, then they will need to adapt or die.
  6. Businesses that are part of this two-way communication in social media will be building credibility, authentic (or transparency), relationships, and trust. Thus they will be perceived as “fit” to customers and customers will relay this message to their peers. Peers will now perceive these businesses as “fit.”

How Social Media Works

  1. Customer #1 uses product/service. Message = really finds it valuable and company X is good!
  2. Customer #1 communicates this message on two way communication channel (Social media platform) and message is spread to a bunch of his peers. Peers see each other as authentic, credible, and trustworthy 90% of the time.
  3. Customer #2 receives two way communication message through social media platform and relays this message to his friends.
  4. Word of mouth (mouse) marketing then ensues with the message of “company x is good and has a valuable product/service.”
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Social Media

How Traditional Media Marketing Works

  1. Business (Marketing Department and Business as a Whole = Unauthentic) sends no value message (not credible, not trust worthy) on a one way communication channel (TV Ad) = Interruption Marketing = authenticity, credibility, trust = BAD!
  2. Customer/prospect #1 is interrupted and has no way to communicate back = No relationship nor connection = BAD!
  3. Customer/prospect #1 then communicates their message through social media, a two way communication channel to peers = authenticity, credibility, trust (studies show we trust our peers 90% of the time).
  4. Customer/Prospect #2 receives two way communication messages through social media from Customer/Prospect #1 = they find Customer/Prospect #1 authentic, credible, and trustworthy (see above stat). = Customer #2 perceives business as unauthentic, not as credible, and not as trustworthy based on their marketing methods and the credibility of Customer/Prospect/Peer #1.
  5. Customer/Prospect #2 then communicates this message to two more people through two way communication channel (Social Media).
  6. Word of mouth (mouse) ensues across social media…company gets bad perception from people = Less retained customers, no attraction of prospect = less $$ = less business = unimportant.
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Tradtional Media

How Social Media Marketing Works

  1. Business (CEO, Employee = Authentic) sends VALUABLE CONTENT MESSAGE (Credible, trustworthy) on a two way communication channel (social media platform, for example blog) = Permission Marketing = Authentic, Credible, and Trust = GOOD!
  2. Customer/prospect #1 finds and receives communication from business sees that it is authentic (either from CEO or someone in the business = authentic, more personal communication and relationship between customer/business ensues), credible and trustworthy (message is of some sort of VALUE).
  3. Customer/Prospect #1 then tells one of his peers through two way communication channel (Social Media, for example Twitter). Peers are perceived as authentic (more personal), trustworthy, and credible.
  4. Customer/Prospect #2 receives two way communication messages from Customer/Prospect #1. He finds it as authentic, trustworthy, and credible. He thanks Customer/Prospect #1.
  5. Customer/Prospect #2 then sends this VALUABLE content message to two friends through two way communication channel (Social Media, for example this time: Facebook).
  6. Word of mouth (mouse) ensues across social media…Company gets perceived as valuable, authentic, trustworthy, and credible = Many more customers reached than traditional media = More customers go to that company to do business, either buy a product or service = More business = More $$ = Happy customer and happy business.
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Social Media Marketing

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Social Media Marketing - Word of Mouth Effecct

Final Thought

Just like a species fighting and barely staying alive in a new environment, they will eventually die. Just like businesses not attaining any or maximizing their revenue potential by strictly using traditional media, they will eventually either need to adapt with Social Media or they will lose out and die.

If businesses do not adapt to social media, they will die.

Only the “fittest” will survive! Contact me to come up with a social media marketing strategy that will bring your company up on the latest technology trends!

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