Advantages and Disadvantages of Social Media Marketing
The author illuminates that social media marketing is one of the methods of internet marketing which makes practice of social networking sites as a whole. The social media marketing is the promotion of the goods and services through social media. It is being done by creating quality content and the users share with others. It is the aim of social media marketing to create content which operators can share through social network to assist an organization in increasing product awareness and enlarge customer base. It even assists companies to attain direct response from customers. Social media marketing has become more communal with the enhanced approval of the sites like Facebook, Twitter, LinkedIn and more. The federal trade commission has guidelines which comprise social media marketing. In the current scenario everyone owns a smartphone, laptop or an operating system. People expend a lot of time on the social media. The implementation of the social media marketing strategy significantly improves product recognition by interacting with a large number of persons. The interaction with the people is helpful in generating awareness. The employees, followers and friends are helpful in sharing post or page on the social media platform such as Facebook, Twitter, YouTube and Instagram. The interaction with the people is helpful in creating awareness among people and the customers eventually end up in being prospective customers. It is the nature of the humans to draw attention. The social media marketing has role in responding to definite customer at a time.
The authors discuss that customer certainly enjoy when they get modified response for the remarks made by them on the page. The automated message response shows one is attentive and caring. It provides an advantage position to the marketers as more customers will be appealed. The social media marketing is a great cost operative form of advertising. It is the major advantage of the social media marketing that it is completely free to start. The investment is made in the form of time. It is almost free to create a new profile and signing in. Those who charge, amount is minute associated to the total returns. The savings on the advertisement overheads guarantee better returns and investments. There are also paid advertising options on the social media platforms. It is considered a great tool for increasing number of followers and reaching more users. Familiarizing social media marketing platform upturns inbound traffic and people can found the product with easiness. It can lead to the enhanced online conversations like sales and leads. People can search products by name or website address without social media platform. It is very restraining to the persons who have not discovered the brand. A company can even easily determine the sales generated. The owner is required to know the customer’s needs, opinions and interests in order to succeed a business. It is the best way to collect data from the social media platforms.
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The authors illuminate that the customers’ perception and expectations can be known from the social media platforms. Facebook and Twitter has 313 million, Instagram has 500 million and Printerest has almost 200 milllion active users on the monthly basis. A marketer can create account on one or two for the acquaintance to millions of people around the globe. Gaining information offers a prospect to identify areas which can be improved in order to get forward of the competitors. It even improves number of audiences. The social media has big role in increasing brand loyalty along with increasing the reach of the brand. It has been realised that people who follow brands on the social media are more expected to remaining loyal to those specific brands. The social media has further role than a sales ground. It enables two way communications which has role in building meaningful relationships with the existing and potential customers. It makes customers to attain confidence in the business and inspires to opt for the company in the coming years. The social media can be utilized to attain significant information regarding customers which is helpful in making smoother business choices. For instance, social listening enables a marketer to ascertain the way people sense about the company. The uncovered conversations also can be discovered with the help of social listening about the business. The information such as need to make improvement in the products and services in order to meet needs of the target audience.
The authors describe that social media is having numerous advantages. But these advantages are also accompanied by the disadvantages. As soon as content is shared on the social media platform, people pick up and share an unfavourable story about the business.The social media facilitates study of the competitor’s strategy. Although, the competitors can also study the company’s business methods by the social media platform. It can easily put the business at the risk of being defeated. The social media users are free to post anything as there is no restriction. The satisfied customers leave the positive remarks on the page whereas unhappy ones can leave the angry rants about the business and can even outburst. Some of the negative feedback could also come from within the business. The dis satisfied employees are even known to exhaust on the social media about the working conditions and bosses. It spoils the image of the whole business. It takes sufficient time and efforts to sustain a cooperating social media presence. When a company is having limited resources then it becomes tough to allocate the required resources to the social media. The staff is needed to observe social network, react to the queries and criticism and post appreciated updates. Though some people interpret it as a shortcoming but spending time into the social media can actually assist a company to form enduring relationships with the customers. Such customers will be keep coming for the future.
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The authors illustrated that social media marketing is a long term venture and the returns cannot be expected in the overnight. The companies searching for the fast results can make use of the traditional methods such as word of mouth. It is the appropriate method for the marketing in order to generate immediate response. The company is required to employ qualified staff to focus on the core business issues. Such staff can manage the accounts and can have traffic under control. It infers to capitalise both in tools and salary for the quality result.The social media promotes products and services but it can also associate the trust, confidentiality and data security matters. It is vital for the organizations to update with the concerns and initiate proper methods to lessen the exposure of liability associated to the private data, use and upkeep. The fraud of the online transactions associated to credit cards has become major reason that customers do not prefer to do online shopping. The users expend enough time in sharing information, ideas, and opinions through internet. Add on, the new systems of the content generation, communication and collaborations are come out of the internet. The marketing policies comprise social media incorporate user generated content (UGC) into the ground. The UGC enables operators to comment in several forms like photos, videos, podcasts, reviews, ratings and articles. The UGC is a promising marketing tool but it also derives with the high degree of the credibility. Like UGC content with the marketing strategy comes with the hazard of sustaining legal liability for the content produced. Although the certain steps have been taken to reduce the licit risks linked with the marketing campaigns. It comprises the broadcasting of the UGC over social media. The disadvantages are realized in the form of the negative feedback, privacy and security issues.
The authors investigated that social media marketing is the form of marketing which takes place on the social media platforms. A wide range of activities are comprised in the social media. It is a way to interact with the target market over the internet by using several social media platforms like Facebook, Twitter, Pinterest and Twitter. It is used for all the traditional marketing goals to access customers. The social media marketing has more of advantages then disadvantages. The social media helps in increasing sales. It even increases brand awareness along with the customer satisfaction. It is the costs effective method and increases inbound traffic. The social media helps people in maintaining their communications skills. The social media has changed the lives of people too much. The life has become convenient in the 21st century due to the social media and has improved life. The social media has attained its position in the real world. The regular impact of the social media can be traced through the influence on the development, interpersonal relationships and businesses reflecting social media significance. In order to attain full society, social media should be confined to get rid of the negative impacts and display the positive ones.
References
Alalwan, A.A., Rana, N.P., Dwivedi, Y.K. and Algharabat, R., 2017. Social media in marketing: A review and analysis of the existing literature. Telematics and Informatics, 34(7), pp.1177-1190.
Chang, Y.T., Yu, H. and Lu, H.P., 2015. Persuasive messages, popularity cohesion, and message diffusion in social media marketing. Journal of Business Research, 68(4), pp.777-782.
Felix, R., Rauschnabel, P.A. and Hinsch, C., 2017. Elements of strategic social media marketing: A holistic framework. Journal of Business Research, 70, pp.118-126.
Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R. and Singh, R., 2016. Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior. Journal of business research, 69(12), pp.5833-5841.
Hudson, S., Huang, L., Roth, M.S. and Madden, T.J., 2016. The influence of social media interactions on consumer–brand relationships: A three-country study of brand perceptions and marketing behaviors. International Journal of Research in Marketing, 33(1), pp.27-41.
Shafigullina, A.V. and Palyakin, R.B., 2016. Social media marketing as an effective instrument of the promotion of social business-project in social entrepreneurial activity. Academy of Marketing Studies Journal, 20, p.1.
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