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Understanding Our ‘Always-On’ World


We live in a world that is always on. Most people are quick to forget a time before mobile phones and the all-consuming Internet were a central part of our lives. And our dependency on technology will only increase. Naturally, this brings an entirely new dimension to the way we interact with one another, with the media, and with brands.

In our ‘always-on’ world, things that used to evolve over months or years can now change in an instant. Trends, which traditionally have a long, slow development, today go in and out of fashion with the click of a button. So with this in mind, how can you make sure your brand doesn’t become a passing trend?

One of the best ways to assure your brand’s long-term success is through people. Social capital is increasingly important as people become more and more reliant on social media for their everyday news and inspirations. Influence, which used to be an abstract concept with little-to-no tangibility, is now measurable by looking at how people use and engage with social media. Tools like Klout, which measures engagement on social media, give individuals a quantified score on how influential their profiles are on a variety of social media platforms. This gives brands unique insight into the individuals who might make good spokespeople or endorsers for their products.

Celebrity endorsements have always been a popular form of marketing, wherein celebrities, who already have undeniable levels of influence, use their impact on behalf of a brand or product. Traditionally, this would manifest itself as a celebrity appearance in a commercial or advertisement. Today, however, social media has created an entirely new dynamic to endorsements, where a celebrity can use social media to promote a brand or product and reach millions of consumers with the click of a button.

And these endorsers no longer need to be celebrities. Individuals of all types can endorse products and brands based on their influence in their own circles and activities. A person who has influence in the health and beauty sector, for example, may not have the same influence on consumers’ travel decisions. Brands can capitalise on this, ensuring their products are being marketed to the right people in the right places.

On top of that, these socially influential people will be able to create content when and where it’s most natural. After all, socially influential people are influential for a reason; they understand social media and will be able to promote your product in a way that does not seem forced or unnatural.

In a world where people are starting to spend more time online than off, it has never been harder to keep your brand in the limelight. Putting your content distribution in the hands of the most powerful people will help your brand adapt in the ‘always-on’ world, ensuring that your social strategy never becomes yesterday’s news.

Published on Wednesday 26 November by Editorial Assistant

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