Thursday, September 24, 2015

Do you want the option of accessing all social media websites?

Social media allows mass communications, but WeChat does not.  When people post something on a social media website, such as Facebook, people can interact with their friends' friends even thought they may not connect with their friends' friends on Facebook. They can also search and participate in trending conversations with the aids of hashtags. Can people do that on WeChat?

People can only interact with the friends with direct connections on WeChat. Let's say two people, Tom and Amy are "friends" on WeChat. I happen to know both of them in person but I am only connected with Tom on WeChat. When Tom posts an update, Amy and I can both respond to Tom's update, but I will not be able to see the conversation between Amy and Tom. Likewise, Amy will not able to see my conversation with Tom because Amy and I are not connected. The hashtags do not work on WeChat either.

Therefore, I don't think WeChat is a real social media tool. And because most social media tools are blocked in Mainland China, people living there really don't have a voice on social media.

The fact that people don't have access to social media in Mainland China does not surprise me, however. Things have always been well controlled for decades. What shocks me the most is people's choice when they are presented with options.

I met a nice lady last week, who told me she originally came from Shanghai and had been working at Cal Poly Pomona for over 10 years. We briefly talked about the firewall issues in Mainland China. Her response was: "I only want one-to-one conversation like what WeChat offers. I don't want Facebook or any other social media tools. They are just too much! Why bother?" When she said "I,"  her attitude and body language suggested that she was referring to the people living in China. All of a sudden, she became very offensive.

I was shocked. It is fine for people not to use the real social media tools. And yes, they may choose to have one-to-one conversation via SMS, WeChat, e-mails, or phone calls, but the question is: Do we want people to have the option of carrying on one-to-many or many-to-many conversations besides one-to-one conversation?

I certainly respected her choice, and I stopped the conversation. Yet, her comments keep me wonder what Mainland Chinese really want. Unfortunately, they cannot answer my question as they are not allowed on Blogger.com.  

Friday, May 8, 2015

Documenting the Changes of B2C Communications on Facebook from 2010 to 2014

Last, I published a research study in Worldwide Hospitality and Tourism Themesand I shared a brief discussion about this study on MultiBriefs.com.  In this study, I led a research team to investigate how restaurants' B2C communication strategies evolved on Facebook over time and how consumers' reactions to a variety of Facebook messages changed over time. 

We analyzed 2,463 Facebook messages initiated by 10 restaurant chains in the fourth quarter of 2010, 2012, and 2014.  We have found status updates experienced a substantial decrease by restaurants while usage of photo updates increased dramatically in the same period.  Photo remained to be the most "popular" media type, receiving most "Likes," comments, and shares from consumers.  Video was not "popular" at all in 2010 but experienced a slight increase in usage and slowly emerged in 2012 and 2014 as another "popular" media. 

Drawing from the research findings, I made the following recommendations to businesses: 

  1. Engage with Facebook users in a consistent manner. We found that companies could win more customers over time by posting about the same amount of messages over the years.
  2. Post high-quality photos. Because it seems "everyone" knows the power of photos on Facebook, now it may take more than just a regular photo to catch people's attention.
  3. Use other picture-based social media tools to engage customers, such as Instagram and Pinterest.
  4. Choose an eye-catching screen shot for a video cover.

If you are interested in reading more of our findings and implications, please email me for a desk copy of the article for personal usage or download the article online on Emerald Insight.
Have you observed any changes among organizations' or people's behavior on Facebook? Would you mind sharing your observations with us?
#B2C #Communications #Facebook #Research #Longitudinal