7-2 Final Project Milestone Three: Blog Group 2, Two-Way Communication

Among the many changes that technology has brought upon society's expectations of mass media and culture is that of a two-way communication. As I previously wrote, social media has led to an expectation of immediate and constant communication from mass media and culture to its audiences. Furthermore, there is now a greater expectation that this communication is not only constant, but that it goes two ways. 

Before the advent of social media, there was very limited "conversations" or two-way communications between mass media and its consumers. That has clearly changed thanks to social media sites like Facebook and Twitter, that allow and encourage comments and responses. A Facebook post from Fox 11 Los Angeles regarding coyote trapping received 580 comments in just one day. Mass media puts out its stories and people are now able to respond and comment instantly.  

People also now expect responses to their comments and questions from those who are providing the content on social media. Below you can see a Facebook post by Running Warehouse with a link to a video product review about a new running shoe. A concerned customer comments, and then within an hour Running Warehouse responds to the concern. This is a theme and a very normal occurrence on the Running Warehouse Facebook page. While Facebook has given Running Warehouse a great avenue to provide excellent and immediate customer service, it is also now an expectation of its customers that did not exist prior to social media. The problem is not for Running Warehouse in this example, it's for other companies who don't have the staff, ability, or sense to interact with its customers on this level. Because a company can and does do this for its customers, can often mean an expectation is not being met by others that can not.

The following video discusses how businesses can interact with their customers and what to expect from this new form of expected two-way communication.



The following graphic illustrates the difference between the percentage of comments that Facebook and Twitter receives from consumers, and the difference response rate and engagement with consumers on the two sites.