Social media appealing to businesses: report

More Middle East organizations are engaging in the world of social media, Emirates 24/7 reported on Tuesday.

Previously considered as a tool for networking and socializing, companies have grown to realize that they can in fact interact directly with consumers, much like a viable communication platform extended to a broader scope.

To bolster such finding, Facebook discovered in a recent survey that nearly 50% of people become more confident about a brand after it has made its mark on the social networking site.

Moreover, Twitter learned that 50% of people from the Middle East and North Africa region in particular have developed a positive brand perception through the site. That only reinforces the notion that these sites are impactful on companies in terms of boosting their brand image.

A default goal for any company is to connect with their target audience whereby they understand the needs, demands, and characteristics of that specific market.

The prominent trait in social networking sites that has that desirable impact on consumers is the "word-of-mouth" effect, spreading the message amongst "fans" and users, which consequentially saves advertising costs.

Furthermore, with bigger companies, they can utilize the network's advertising channels. These sites also offer the creation of application to enhance interactivity and customized feedback. Naturally companies who put more research into their campaigns reap more success.

Companies can benefit from online forums which clients or potential customers would choose to participate in. They are able to express complaints or satisfaction with particular products or services that the company offers.

On the other hand, companies should be more cautious in terms of maintaining their credibility, ergo it is wise to rethink promises that might be made but will not necessarily be carried out.