scheme, such as with small Ford dealerships and their largest advertising endeavors. 2. What are the advantages and disadvantages of using social media for advertising, brand building, market research, and customer service? The advantages of using social media for the above topics are: exposure to large amounts of potential consumers, the ability to create algorithms that tailor themselves and suggest ads to users more likely to invest in a product, advertising that reaches larger audiences, being able to ask potential users for recommendations and their opinions on products, less expensive advertising, and many more things. Disadvantages include the ability for negative impact from one mistake to be widespread, and companies not realizing that social media is a two-way form of advertising that they must be extremely careful with. 3. Give an example of a business decision in this case study that was facilitated by using social media to interact with customers. An example of a business decision that was facilitated in this study is Lowe’s “FlipSide” videos. These are short videos on FaceBook and link back to Lowes website. In addition, their “In-a-Snap” Snapchat series lets young homeowners and renters undertake simple home improvement projects such as installing shelves. Using snapchat, users tap on the screen to put a nail in a wall or even chisel off an old tile. There is another series of video
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