Communication on social media is the key to digital success. Therefore, it is necessary to learn how to do it effectively and to value its importance, which requires knowing the different types of communication that exist and the strategies that can be used to achieve personal and corporate objectives.
Social media has become an integral part of our lives, we use it to connect with friends and family, to create and share content, interact and collaborate with others, and be part of online communities. However, social media is also a powerful tool for business communication, using different formats, such as text, image, audio or video.
More than just interactions, these platforms, considered as new digital media , are the stage where brands, individuals and communities connect, collaborate and prosper. Thus, it is essential to discover the essence of this dynamic communication and its impact in the digital age, through social networks.
What is social media communication?
It is the process of sharing information, ideas and emotions through social media to build meaningful digital relationships , where interactivity and creativity are essential. But, communication on social media goes beyond messages and emojis, since from posts to comments, each interaction is a piece of the online reputation puzzle.
This is a form of communication that has its own characteristics and challenges, where the key is the interconnection between the different actors that participate in the communication process. This is how this phenomenon occurs through the creation, diffusion, reception, interpretation, feedback and interaction of messages .
Importance of communication on social networks
In a hyper-connected world, effective communication on social media translates into visibility, influence and loyalty. It serves to define how brands are perceived and how individuals forge authentic connections. In this sense, it is important for several reasons, both on a personal and professional level, as detailed below:
It allows you to express yourself, share opinions, interests, emotions and experiences with other people, as well as create a digital identity.
It serves to inform, learn, be inspired and entertained by the content generated by other people, brands or organizations.
It helps you connect, meet, interact and collaborate with other people who are part of online communities.
It allows companies and organizations to connect with their target audience, build relationships with their customers, generate leads and increase sales.
It helps organizations create a positive and attractive brand image, standing out from the competition and attracting new customers.
It helps companies generate valuable content, position themselves as experts in their field and gain the trust of their customers.
You are interested in knowing why communication is important in the digital age .
Types of communication on social networks
From assertive communication that reinforces brand identity to direct interaction with the audience, the types of communication on social media are diverse. Thus, they can be classified according to different criteria, such as the sender, the receiver, the channel or the format.
According to the sender and the receiver
One-way communication. This is when the sender sends a message to the receiver, without expecting a response or interaction. For example, a brand posts news or an offer on its Facebook page, or a person shares a photo or video on their Instagram profile.
Two-way communication. This occurs when the sender and receiver exchange messages, establishing a dialogue or conversation. For example, a person sends a private message to another person on WhatsApp, or a brand responds to a user's comment on Twitter.
Multi-directional communication. In this case, several senders and receivers participate in the communication, generating a collective and social interaction. For example, several people contribute to a Facebook group, or several brands collaborate on a TikTok campaign.
According to the channel
Public communication. It takes place in an open space visible to all users of the specific social network, regardless of whether they are followers of the sender or not. For example, a person shares a post on Twitter, or a brand creates an event on LinkedIn.
Private communication: Communication that takes place in a cp numbers closed space and is accessible only to users chosen by the sender. For example, a person sends a direct message to another person on Instagram, or a brand creates a broadcast list on Telegram.
According to the format
Textual communication. It is based on the use of written words to convey the message. For example, when a person writes a post on his or her personal blog, or when a brand writes a review on a space such as Google My Business.
Visual communication. This is communication that occurs through the use of images, whether still or video, which send a message. For example, a person uploads a photo to Pinterest, or a brand uploads a video to its YouTube account.
Auditory communication. Communicating a message through the use of sounds, whether vocal or musical. For example, when a person records a podcast on Spotify, or a brand records an ad on Clubhouse.
Mixed communication. In this case, the message is constructed using various formats, combining text, image and sound. For example, a person creates a story on Snapchat, or a brand creates a reel on Instagram.
Communication strategies on social networks
Without a doubt, strategic planning is the compass in the vast digital ocean. For social media communication to be effective, it is important to have a strategy that must define the communication objectives, the target audience, and the actions that will be carried out to achieve those objectives. In this sense, some of the most useful communication strategies on social media include the following actions:
Publishing valuable content. This is the fundamental pillar of the strategies, so the content published must be original, useful, interesting and attractive.
Interaction with users. It is important to encourage public participation to comment or share posts, which creates trust, closeness and loyalty.
Using hashtags. This way of highlighting some strategic words is a way of classifying and highlighting the content, making it more visible.
Promoting your posts. Posts can be promoted through other channels, such as email marketing or social media advertising.