Social media is a communication platform that lets an organisation and its customers talk to each other. Instead of the organisation only sending out information, customers can post questions and the organisation can reply.
A customer might ask for advice on a social media page. For example, a family-run bakery posts about a cupcake decorating class for teenagers, and a parent comments to ask whether a 12-year-old can take part. A member of staff replies with details. The customer gets an answer, and the organisation learns what customers want to know.
The tone is usually more relaxed and less formal than a letter or an email, so customers feel comfortable asking questions and the organisation can answer in a friendly, everyday voice.
These conversations usually happen in public. Anyone who visits the page can read the question and the reply. That means other customers with the same question can see the advice too, without asking again. It also shows that the organisation is willing to help, because people can see the replies. This is different from a website, where the organisation mainly publishes information and visitors just read it.
| Feature | Website | Social media |
|---|---|---|
| Main direction of communication | Organisation to visitor (one-way) | Both ways: customers and organisation can start and reply |
| Can customers ask for advice? | Not usually on the page itself | Yes, by commenting or messaging |
| Who can see the conversation? | Anyone visiting the page sees the published information | Other customers can see questions and replies, so advice is shared |
Pearson BTEC Digital Information Technology · Communication with Stakeholders