The social aspects of social media

 

Social media is generally used to express views, popularize products or services, conduct election campaigns, fight totalitarian governments, campaign against unethical practices and even to find life-partners and for other activities. Social media marketing strategies, technologies evolve constantly and in line with consumer and market demands. One aspect of social media that fascinates me is its power to help mankind in managing one of the worst crisis in our times. It is no exaggeration to say that it would not have been possible for many of us to withstand these tough times, but for social media.

Economists and experts agree that one of the worst-affected industry from this pandemic is tourism. Business and leisure travel have reduced phenomenally. Social media helped travel enthusiasts with armchair travel. Brands like Airbnb, Lonely planet partnered with region specific service providers to offer more inclusive experiences and reached out to their customers through planned and targeted social media campaigns.Social media applications like WhatsApp and others also help in maintaining rapport with colleagues and collaborate effectively for work and maintain friendly relations in the remote working model. It had reduced unnecessary business travel in many cases.

The COVID-19 infections have had a most devastating effect on the job market. Countless people lost jobs in the nook and cranny of the world. Industries, established corporations, shops and establishments went bust in a matter of days and some in few months. Job-seekers, both experienced and fresh candidates made the best use of the professional networking platform LinkedIn to reach out to prospective employers. While the employment crisis still looms and reports of economic recovery are sending some positive signals, it is evident that several unemployed people have found job opportunities only through LinkedIn. It feels nice to read the LinkedIn posts of several kind-hearted professionals offering; to refer others for jobs,and/or even financial assistance.

Social media has helped in effective governance during this pandemic. I remember reading about a person who had lost his sister due to the virus infections in Naples; one of the worst-affected regions in Italy, during this pandemic. He used Facebook to lament that civic officials were not helping him to bury the mortal remains of his sister. The message spread swiftly. Reactions to this message from netizens forced the local authorities to make the necessary arrangements. It was sad to read that the person had to live with his sister’s dead body by his side at their home. He was snubbed by the local authorities; while appealing for help, and then decided to seek the help of social media.

The activities mentioned about might have happened even without social media, but social media campaigns have helped in wider reach, global attention, effective communication to decision makers and achieving tangible results and creating a magnificent impact. I wish to state that social media’s efficiency in maneuvering, managing, surviving the present crisis is an important trend that could reshape its utility in the future.