Alaa Rajeh JEDDAH — Nowadays, in the age of web-based digital computer technology, it is no surprise to see the rapid use of social media as a popular tool for social interaction in order to gain followers and acceptance or bring about change. Social media is the overarching term used to describe a wide range of communication technologies that enable a “virtual” form of social interaction through digital programming. The trend is so pervasive to the point that it is often misused or abused, though cunningly. Sharing is the basis of social media, and it can be a beautiful thing. However, while social media can be tons of fun and helps people feel connected to one another, sharing online can actually become dangerous, too. In a marketing manner, numerous “likes” and “shares” are indicative of acceptance and awareness of a particular brand or product. The more followers and members on a page, the more a brand or a product get popular. Psychologically, when an aggressive begging strategy is implemented, most people tend to ignore the request of “like” or “share”. Though they sometimes click “like”, the real intent or message is missed. In most scenarios, it is left behind, and the action of clicking “like” takes over the control. Thus, the brand or product does not meaningfully achieve its intended goal, but only as shallow as it can be. In these times, begging to click “like” or “share” is maniacally rife. For instance, “please like our page” or “click now to re-tweet”, etc... It reminds me of the email thread we used to receive, saying: “If you don't send this to 20 of your contacts, you will have bad luck the rest of your life”. But when does all that sharing become too much? And when can what you share online actually become dangerous? Here, I would like to bring out few things that could possibly deflect the annoying approach in social media, and instead, make it more delightful. If the content is rich enough and quality-centric, the target audience will definitely click “like” or share it with their peers. The begging strategy is very easy, but it may not build a loyal customer. Alternatively, follow an inspired approach and treat your target audience with intelligence. Let their free will decide for themselves whether to click “like” or “share”, otherwise you may end up causing annoyance and distraction. Lastly, businesses need to treat customers with intelligence when building relationships and sharing quality content, in addition to being active in their local communities as well as online. — The writer is a PR manager based in Saudi Arabia
