As our society transitions into the digital era, both consumers and business entities have continued to implement the emerging technologies into their lives. Morozov explains this in The Wicked Fix, “as the Internet makes technological fixes cheaper, the temptation to apply them even more aggressively and indiscriminately also grows.” This reveals the hard truth for many individuals who reject these technologies. The efficiency and cheap cost associated with online services has basically given people no other choice. If they do not adapt to changing technological advancements, the individual or business entity is at risk of wasting precious time or falling behind the competition.
Alicia Cohn explains the ease of cost associated with this technology in her article on the website The Hill. A perfect example, America’s State department shift digital resources to social media, Cohn states “the new paradigm, particularly for reaching youth, is you have to go where people already are on the Web. People don’t visit you, you have to go to them.” This reveals the truth behind the Internet. The Internet has countless numbers of websites in all different languages across the globe. With half the world under the age of 30 and 70% of the Web in foreign languages, social media is the prime vehicle to reach youthful future world leaders. The low cost is extremely convenient for business entities as they can freely try strategies on the Web with little consequences if the campaigns do not pan out. On the other hand, a marketing executive who messes up a multi-million dollar Super Bowl ad campaign would have a lot of resulting stress and pressure.
The question we have to ask is how will governments step in as business entities sharpen their social media marketing tactics? What new approaches do you think companies will take in order to reach their targeted demographics? Would you focus on Facebook & Twitter or take a chance on a new social medium (Vine, Snapchat, or Instagram)?