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Business Buzz: Your business needs social media

Legacy Phuket Gazette

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Business Buzz: Your business needs social media | The Thaiger

PHUKET: These days you hear that every business should have a social media presence, but why is this the case?

This week, we explore the main reasons why social media is so important and, if done correctly, what benefits it brings to your business.

BRANDING & EXPOSURE

To launch a company, create a brand name and even just to be in the consumer’s awareness zone used to be difficult and very expensive. Well planned strategies using radio, television and newspaper advertising all took a long time to plan and action. Lead times on newspapers and television could often be weeks.

There was also the accepted marketing principle of the 7 touches. It was believed a potential customer needed to experience a brand 7 times before they would trust the brand enough to make a purchase.

With the advent of modern technology, social media research suggests that our attention span has shrunk, and this means the average number of contacts to build brand trust has increased to about fifteen; however this is much easier, faster and cheaper to achieve with modern social media.

RAPPORT & TRUST

Part of the seven touches principle was that it built brand awareness, but more importantly it started to create trust and rapport. People saw the brand a number of times, so there was a positive experience and this generated consumer confidence. When our subconscious recognizes that we have seen something before, even if we cannot remember if the specific context was positive or negative, we instantly assume it was positive. Obviously, if we have a bad experience, that will trump everything, but a neutral experience becomes positive.


UNDERSTAND MARKET BETTER & QUICKER

Modern social media are both instant and effective. Through the use of platforms like Facebook, Twitter, etc, we can instantly see how consumers react to live events and content shared with them. We can see what is trending (we have all seen the #).

If used effectively, this can provide us with instantaneous feedback on our products. For example, if I had a restaurant launching a new menu, I could ask my audience for their suggestions, or to comment on my own suggestions, or even vote on them. I can put up whatever content I like and interact directly, getting instant and very valuable feedback.

MORE COST EFFECTIVE

The use of social media also generates huge cost and time savings compared with traditional methods and we can get instant results, which in many cases are essentially free.

I have mentioned many times the power of a database in marketing – this is where the true power lies in social media marketing. The value of Facebook is not just that it is fun and interactive; it is that 1.6 billion people agree.

These platforms also allow us to ‘rent’ their database and even to use it to build our own.

Most people do not realize the amount of information that is collected about us individually. We can target people very specifically on the normal age, sex, marital status, race and geographic factors that have always been used, but modern social media also know our spending habits, the places we frequent and our personal likes and preferences, so we can be even more focused on who we want to have seeing our messages. And instead of costing a small fortune, we can have our messages in front of our very specific target audience for fractions of a cent.

The end result is we can find new customers quicker and cheaper, build a rapport with existing customers, and all the time be building brand awareness and a social media footprint that makes it easier for others to find us. This all means more profit for your business.

So are you using Social Media to support, drive and benefit your business?

Simon Wetherell is a social media expert, lawyer, best selling author and international speaker. He now resides in Phuket where he trains businesses and individuals on how to profit from the social media industry. For more information, go to https://PhuketOnlineMarketingSchool.com or call him on 095-085 3355.

— Simon Wetherell

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Archiving articles from the Phuket Gazette circa 1998 - 2017. View the Phuket Gazette online archive and Digital Gazette PDF Prints.

Thailand

Facebook removes “information-influencing” pages linked to Thai military

Maya Taylor

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Facebook removes “information-influencing” pages linked to Thai military | The Thaiger
PHOTO: Facebook

Facebook has confirmed the removal of 185 accounts run by the Thai military and allegedly involved in information-influencing. The social media giant says the accounts were deleted for engaging in what it calls, “coordinated inauthentic behaviour”. In total, 77 accounts, 72 pages, and 18 groups have been removed from the platform, in addition to 18 Instagram accounts. It’s the first time Facebook has taken such action against accounts linked to the Thai government.

The accounts were associated with the Thai military and were targeting people in the southern provinces, Facebook said its regular report on coordinated inauthentic behavior. The south of the country has been the scene of decades-long conflict, with insurgent groups in the majority-Muslim, Malay-speaking region calling for independence. To date, around 7,000 people have died in the ongoing struggle.

Facebook says the deleted accounts were most active last year and used both fake and real accounts to manage pages and groups, both openly military pages and pages that hid their links to the military. Some of the fake profiles pretended to be people from the southern provinces.

The report mentioned a post by the now-removed account named “comprehending the operation” in Thai. The page posted the logo for Amnesty International Thailand and wrote “The NGO never cares about ordinary citizens because they have no role in society. Normal people are not famous. Any case is not big news. They are not worth the investment of foreigners so they will not do anything to help. This is why we don’t see anything from the NGO.”

Facebook removes “information-influencing” pages linked to Thai military | News by The Thaiger

Image overlay translates to “The NGO never cares about ordinary citizens because they have no role nor money.”

On another now-removed account, named “truth about my home Pattani” in Thai, a post said “Muslim leader declares southern border is a peace zone. The southern separatists started a movement by spreading the idea that Thailand is under control by different believers so that people would come and fight for their religion. This was declared that the action clearly violates Islam faith.”

Facebook removes “information-influencing” pages linked to Thai military | News by The Thaiger

Image overlay translates to “Southern border is not Jihad zone.”

When contacted by Reuters, the military had no comment on the removal of the Facebook accounts, with a spokesman saying the organisation does not comment outside of official press conferences.

The head of Cybersecurity Policy at Facebook, Nathaniel Gleicher, has confirmed the reasons behind the platform’s decision.

“This is the first time that we’ve attributed one of our takedowns to links to the Thai military. We found clear links between this operation and the Internal Security Operations Command. We can see that all of these accounts and groups are tied together as part of this operation.”

He adds that the accounts had spent around US$350 on advertising on both Facebook and Instagram. One or more of the pages had about 700,000 followers and at least one of the groups had 100,000 members. Gleicher says the accounts were removed because of their misleading behaviour and not because of the content being posted. The content included support for the military and the monarchy, with allegations of violence and criticism of insurgent groups in the south.

It’s not the first time accounts linked to the Thai military have been removed by a social media platform. In October, Twitter removed 926 accounts it says had links to the army and posted pro-military and pro-government content. The Thai army has denied any involvement with the accounts in question. In November, Twitter also suspended an account posting pro-monarchy content that was found to have links to the palace and to thousands of other accounts posting similar content.

To read the February 2021 Coordinated Inauthentic Behavior Report, click HERE.

SOURCES: Reuters| Facebook

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Central Thailand

Airline executive arrested for failure to pay wages of 150 workers

Maya Taylor

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Airline executive arrested for failure to pay wages of 150 workers | The Thaiger
PHOTO: Wikimedia

An airline executive has been arrested in the central province of Samut Songkhram, after complaints from150 employees that they had not been paid. Chawengsak Noiprasan, who had a court warrant issued against him in October, was taken to Don Muang police station from a property in the Bang Khan Take sub-district. He is a board member of Siam Air Transport.

The airline began operations in October 2014 with services out of Don Mueang to Hong Kong, using 2 Boeing 737-300s. 2 Boeing 737-800s were added to its fleet in late 2015. It expanded by adding Zhengzhou and Guangzhou in China to its network in early 2015. In late 2015, the airline launched flights to Macau and Singapore. In 2017, the airline ceased all operations.

But according to an article in the Bangkok Post, the carrier operates a number of scheduled and charter flights from Bangkok’s Don Mueang Airport. The Post reports that, as Chawengsak signs the company’s legal paperwork, all legal matters concerning the airline fall to him.

The Metropolitan Police Bureau says the executive has admitted to ignoring a 30 day notice issued by the labour inspector and ordering the payment of wages to 150 workers. It’s understood he is also wanted in relation to 7 other cases.

The authorities sought Chawengsak’s arrest following complaints from employees who say they haven’t received their wages for 2 months. It’s understood the airline had previously deferred salary payments for over 8 months. 150 workers filed an official complaint with Don Mueang police and also approached media outlets, asking them to pressure the airline into paying the money owed.

SOURCE: Bangkok Post

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Business

Governments & old media versus social media – who will win? | VIDEO

The Thaiger

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Governments & old media versus social media – who will win? | VIDEO | The Thaiger

We look at the recent changes made by the Australian and Indian governments to except control over the world’s biggest social media platforms. India has issued strict new rules for Facebook, Twitter and other social media platforms just weeks after the Indian government attempted to pressure Twitter to take down social media accounts it deemed, well, anti social. There is now an open battle between the rise of social media platforms and the governments and ‘old’ media that have been able to maintain a certain level of control over the ‘message’ for the last century. Who will win?

The rules require any social media company to create three roles within India… a “compliance officer” who ensures they follow local laws; a “grievance officer” who addresses complaints from Indian social media users; and a “contact person” who can actually be contacted by lawyers and other aggrieved Indian parties… 24/7.

The democratisation of the news model, with social media as its catalyst, will continue to baffle traditional media and governments who used to enjoy a level of control over what stories get told. The battles of Google and Facebook, with the governments of India and Australia will be followed in plenty of other countries as well.

At the root of all discussions will be the difference between what governments THINK social media is all about and the reality about how quickly the media landscape has changed. You’ll get to read about it first, on a social media platform… probably on the screen you’re watching this news story right now.

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