Social Media: The universal power move

By Hope Weaver

(Photo from Unsplash)

The Power Move

The use of social media is skyrocketing. Individuals resort to sharing their lives on the internet now more than ever. It is constant being updated, retweeted, shared, liked, disliked, and deleted. Most  use Instagram to stay connected, Facebook to scout out their next restaurant visit, and Twitter to share what’s on their mind. As a result of this cycle, brands must resort to meeting their audience where it makes the most sense . . . on these digital platforms. The use of social media is an effective tool in boosting company performance and customer traction. Building a client base on social media is a new form of communication that is no simple task. As evolutionary as social media is, many companies rely on its algorithm to survive. Understanding the ins and outs of posting and growing on social media is a job in and of itself. Discovering what consumers want to see and how to provide that desired material is key to social media mastery.

(Photo from Unsplash)

Power Move Explained

Researchers Jun Li, Woo Gon Kim, Hyung Min Choi conducted a study centered around the effectiveness of social media. More specifically the study focused on how social media pages enhanced the performance of casual-dining restaurants. The results of the study suggest that first, social media is a measurable component, and second a selective approach must be taken when cultivating a brand’s media presence.

Social Media as a Measurable Component

It may seem pointless to assume that social media is its own science. To the consumer, advertisements, products are marketed to you, images are posted, and you consume the media you want to see … scrolling past the rest. Yet, ads are planned, items are marketed to specific media accounts, and the algorithm is an ever-changing resource. Businesses benefit greatly from understanding the algorithm and guiding their focus toward learning more about media sites like Twitter, Instagram, and Facebook. Li, Kim, and Choi mention in their article that “customer engagement metrics (customer reviews, ratings, likes, shares, and positive comments), in the social media environment, were directly related to overarching corporate goals, such as revenue” (2019). This means that competence in a variety of social media sites and their algorithms is vital to the success of customer engagement and overall company morale.

Cultivating a Consistent Media Presence

Brand consistency is an important concept in the methods of social media marketing. The overall aesthetic of each company should be presented on their online platforms as well as in person. In order to maintain customer loyalty and brand consistency, attention must be placed on the social media pages. For example, as cosmetic details like colors, typeface, and logos are important to the physical brand, the same ideas must be translated into media marketing. Maintaining consistent activity is also important to mastering the ‘power mover’ of social media. Posting on a schedule and with a theme will ensure that you reach your niche audience. New content is a must but keeping it consistent with the aesthetic and posting schedule is important.

Tips and Tricks

Based on the evidence compiled from the article mentioned above, proper use and selection of social media sites are important for a successful brand. Choosing the best site is important for finding the right users and followers for your page. Additionally, it is necessary to implement promotional activities that your users will show interest in. This way investing time in what they consume, and such information leaves a lasting impression. There are companies that make it easy to post consistent scheduled content allowing brand consistency and media mastery to be more attainable.


Li, J., Kim, W. G., & Choi, H. M. (7 August 2019). Effectiveness of social media marketing on enhancing performance: Evidence from a casual-dining restaurant setting. Tourism Economics, 27(1), 3-22.