2. The advantages of using social media for advertising, brand building, market research, and customer service vary in different ways. Online advertising can lead to higher exposure, which leads to the brand being developed and built up. It is beneficial for market research because they can talk to customers directly and set up polls on Twitter and other ways. They can also have one on one communication in customer service and can tend to a customer instantly. There are also several disadvantages of using social media for these reasons. Advertising can go wrong because customers might get the wrong idea or they might find reasons in any way to backlash at the company. With negative opinions, this can break down a brand rather than building it up because people will only see the wrong that the company is doing. A disadvantage of using social media for market research can be because of people who want to follow the big news. If something negative is said about a company, everyone will hop on and hate the company which would be the mainstream thing to do. The disadvantage of using it for customer service is because there will be thousands of people trying to get attention from the company and sometimes might not be able to reply to everyone. 3. An example of one business decision that was facilitated by using social media to interact with customers is when GM’s social media team identified a faulty climate control part when a customer posted the issue on a blog. The company then released a technical service bulletin to all dealerships to replace the HVAC control modules on vehicles already built. 4. Not all companies should use social media technology for customer service and marketing because most do not know how to make effective use of them. Social media marketing is about two-way communication and interaction, although larger companies have understood this, smaller ones still seem to remain stumped by this. Due to this, smaller companies should avoid social media until they have a better understanding on how to grow there brand from it.
- Fall '12