Social media have greatly expanded the scope of our gazes, pushing them to unexplored latitudes we had not even suspected existed. It is as if suddenly, and quite unexpectedly, people have realised the true dimensions of the social contexts in which we live, and which characterise the everyday life of every city in the five continents of the earth.

With a simple smartphone, we were able to interact with people on the other side of the world, adding them to our online friendships and starting to exchange photographs, videos, text messages, but also opinions and impressions on current events. Social media like Instagram, in a way, have radically changed the very perception of reality, concluding a process that began a few years earlier with the push of globalisation (and not yet completely exhausted) and culminated a decade ago with the launch of the new online platforms for communication, the social networks, which have forever changed the daily lives of people and companies in every corner of the world.

Thanks to these new, exceptional communication tools, companies have been able to establish unprecedented contacts with their consumers, making their lives easier and making themselves more accessible, closer, more human.

A power misunderstood

The power of these means has not yet been fully understood by all, and in some cases - rare, fortunately - many companies still harbour doubts as to the real usefulness of these social arenas, expressing a certain scepticism above all because of their impact on sales, on the company's turnover, but also on its reputation in the medium and long term.

Other companies have only partially understood the role played by social media today, and continue undaunted in the implementation of their social media marketing and online communication strategies, even though they clearly contain errors in approach that risk seriously compromising the final results of each plan.

When these campaigns do not lead to anything concrete, or generate results that fall short of expectations, company managers almost immediately lose faith in the power of social media and new forms of communication, not realising that the poor performance of their strategy was caused by a partial, very often fragmentary knowledge of all the new possibilities offered by the network and the appropriate ways to seize them all, without missing any.

Before lashing out aprioristically against social networks, every company manager should therefore ask himself whether his marketing team has put together a coherent and complete communication plan in all its parts, respecting the peculiar grammar of each social media and making the most of each of its functionalities.

The possibilities for art

Even brands specialising in art can find ways to build new kinds of interaction with their consumers, going beyond standard social media management that only involves the publication of cold, empty, soulless content.

In order to facilitate and streamline communication with their interlocutors, those who deal with art - galleries, museums and so on - can think of opening a Twitter channel dedicated solely to customer service, following the example of some airlines, such as Turkish Airlines that have already activated such a service for some time.

In this way, the resolution of any problem will no longer depend on interminable phone calls or long email exchanges, but on a simple chat accessible to anyone, at any time, via Twitter's 'direct message' function.

It would indeed be unthinkable not to exploit the opportunities of the web to get even closer to consumers, to their lifestyles, offering them content in line with their languages and cultural references, with a tone of voice that is appropriate and capable of adapting to all circumstances.

This is precisely why companies should make the most of their virtual spaces, to offer their audience quality information and content tailored to their specific needs.

Some brands have already successfully implemented this strategy, and have not yet stopped reaping the benefits. Some of these, such as some of the best online gambling portals, have managed to successfully complete the transition from physical to digital, offering an infinite number of casino games and gaming experiences for players to choose from, through a careful selection of the safest and most reliable sites on the net.

One of the largest catalogues, from this point of view, is that presented by VegasSlotsOnline, which also offers useful reviews and guides focusing on the different aspects of each game. The convenience of use is so great that each player can indulge in the pleasure of entertainment at any time, from anywhere, through a few simple clicks on their devices.

If you regularly offer them useful and quality content, your audience will remain loyal to you forever.