Social Technology: Why Is it Important?

By Sydney Wess / 4 October 2021

Social technology might sound like a complicated topic. However, it’s likely that you’re already making use of it at your company. Once you cultivate an understanding of what is and isn’t social technology, you’ll be enabled to better leverage tech processes to meet your marketing needs.

Social technology is the result of a digital-first approach to business communications. With the continued rise of digital marketing and the projected growth of the industry in future years, social technology will become an essential asset to most businesses.

Especially with remote and hybrid working environments increasing, social technology is likely to continue to grow both internally and externally to workplaces. 

How do you make the most of it? Learn about the specifics of social technology and align your digital marketing strategy to feature its benefits. 

What Is Social Technology?

Social technology may sound complicated, but it’s not. Social technology is any technological system that facilitates social interaction or communication between people. In the age of social media, there are plenty of familiar social technologies that people use on a daily basis. 

Social technology could include social media platforms, web conferences, blogs, and more. Experts say that social technology can be either software that promotes communication or a communication capability of technology that is specifically tailored to sharing information with others. 

Additionally, social technology has been used to describe how people interact with each other in a business setting. Particularly in enterprise settings, companies use enterprise social networking, intranet, collaboration, and more to create a smooth working environment that transitions seamlessly to remote work.  

Because of these two distinct types of social technology, businesses can leverage social tech tools for both internal and external uses. Social technologies are tools used to connect people in a digital environment. 

Benefits of Social Technology

You’ll find that social technology has many of the same benefits of social media. However, from a business perspective, social technology offers additional benefits on an internal level. 

From an external customer-facing viewpoint, social technology is meant to connect people with news ideas. The prospect of a quick and engaging avenue of communicating with customers offers a myriad of opportunities for businesses, including the following:

  • Promotional space for new and existing product campaigns 
  • Capture interest of new audiences and buyers 
  • Easily redirect interested leads to company websites
  • Transform leads into conversions 
  • Interact with customers and respond to praise and concerns publicly 
  • Engage and network with other organizations within your industry 

Social media is an especially great place to connect and interact with prospective clients or customers. For this reason, social technology is a key aspect of most digital marketing strategies.  

However, enterprise social software contains aspects of business collaboration tools and social media. This and other types of social technology benefit businesses internally, focusing on clear communication that maintains operational structure. 

Business-oriented social technology facilitates collaboration and keeps everyone on the same page. These technologies became particularly popular and essential to success during remote work during the COVID-19 pandemic.  

Remote work software allowed coworkers to collaborate without physically working alongside one another. Tons of new remote culture-building companies sprung up, and Zoom became a household name. Social technology made many people’s transition to remote work possible. 

Social technology distinctly benefits marketing and corporate management efforts through its ability to bring people together in a virtual setting.  

Social Technology Examples 

Social technology comes in many forms that can be used both inside and outside the walls of your business. 

Instagram

When thinking about consumer-facing social technology, social media platforms are the first to come to mind. Especially from a digital marketing perspective, it’s easy to connect with potential leads on platforms such as Instagram.

With roughly one billion active users, Instagram is a popular social technology tool for businesses to connect with target audience groups. 

Instagram interface social technology

The visuals-first platform encourages engagement and sharing through paid opportunities and stories. Lately, it’s been tailoring its services to suit businesses even more. 

By adding a shopping experience as a main product offering, Instagram is now featuring e-commerce businesses and their products. This social technology tool is ideal for those looking to sell products online.  

Video Conferencing 

Video and web conferencing drastically increased in popularity during the COVID-19 pandemic

Volumes of workers were told to stay home and work remotely until further notice. Many people are still functioning in a remote or hybrid capacity. 

Video conferencing allows teammates, friends, or family members to connect via call. However, this social technology tool permits users to hear and see live videos of those they’re calling. 

web conferencing social tech

Source: Highfive Video Conferencing

This promotes clear communication, minimizing any text-based miscommunications or opportunities to read between the lines of an email conversation. 

In video conferencing settings, social interaction is more direct and replicates an in-person conversation. 

Slack

Slack and other professional instant messaging platforms gained popularity in recent years because of the fun, light-hearted nature of the platform’s UX and aim to make work relationships more engaging. 

The Slack platform specifically appealed to workers and business leaders alike due to its ability to centralize all forms of communication, file sharing, and calls. This blocked out any distractions that might come from bouncing from one platform to another for different communications tasks. 

Slack as a social technology

Source: The Verge 

Similarly, the platform allows teammates to view or join various channels that provide greater insight into what other teammates are working on. 

Slack leveraged key aspects of social technology to promote collaboration within the workplace, regardless of whether it was remote or in person. 

Social Technology Connects People  

Social technology brings people together in a virtual network of communications, connecting people from all over the world. 

This technology presents amazing opportunities for businesses, whether their goal is to tighten internal team communication or to share their work with the world and acquire new leads.

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