The Impact of Social Media Marketing on Online Attention Economy

Running head: COMMUNICATION
COMMUNICATION
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2COMMUNICATION
Social media platform in the current scenario had become one of the major channels for
marketing the goods and services by any industry. Thus efforts must be made by all the
companies to make sure that in order to flourish in the long run they are marketing their products
through the different forms of special media like facebook, twitter, Instagram and other kinds of
online social media services. The online attention economy is a new term that is coming up in the
modern day scenario. The term online attention economy mainly refers to the process of deriving
the economy by appealing to the world of internet and the world of the digital shopping
mediums. Thus it is the duty of the companies to stay true in all their endeavors to make an
appeal to the tastes and the preferences of the customers. It is the responsibility of the industries
to use only the original or the authentic information and the images in the online social media so
that they can make sure that the customers are not being misguided or mislead in any way. The
Body Shop is one such Canadian Cosmetic and beauty that company that can be considered as
one of the most useful examples of a company that has been able to use the social media sites for
increasing their overall profit maximization. Companies like Body Shop’s and United Airlines.
They derive the attention of their customers online by providing them a variety of products
irrespective of their social and economic background. Thus these brands have been able to make
a strong impact on the viewers and their emotions.
Ashley and Tuten (2015) have stated that it is very important for the companies to create
original and authentic content on the web or on the social media marketing campaigns so that
they can gain the trust of the customers for a long time. The customers will go by the web
content or the writings that are enlisted on the website of the organization. Thus it is the duty of
the companies to contact with the best SEO experts and make sure that they are able to use the
crisp, detailed and yet the customer friendly content on the respective websites. The Body Shop

3COMMUNICATION
Company in Canada has developed a good online presence by attracting the attempt of the
customers by using the entire original and the authentic type of content. There are some pros and
cons of using the social media marketing system in order to attract the attention of the customers
Interaction
This is one of the greatest advantages that is enjoyed by the customers in case of the
social media marketing system. Allcott and Gentzkow (2017) have suggested that one of the
main motives of advertising tough the social media platforms like the facebook twitter and other
such platforms in order to enter into a deep and horizontal communication system with the
customers. The horizontal communication can be started when the companies make sure to
involve the viewers in all their decision making process. The organization like Body Shop have
to keep in mind that they are designing them online advertisement campaigns for the benefit of
their customers and to convey all their latest products to their customers. Thus they have to make
ensure that the customers are being allowed to take part in the decision making process. The
horizontal communication can be established by the Body Shop by creating individual customer
portals or complaints Chabot system where the customers can talk about their doubts and their
complaints regarding the quality of their products.
The company has to arrange for some customer survey system where they will be
circulating forms for taking the views and the opinions of their customers regarding the
launching of some new advertisement campaigns. It is they who help in help the organization in
setting the right kind of content for making the right kind of appeal to the right customers. A two
way and open ended communication system must be developed in order to help the customers
take active parts in the decision making process.