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Facebook, can identify the target market based on age, sex, geography and education. This is becausethe user of Facebook will fill out their personal information which will let the company moreunderstand about the audience characteristic and interest. Facebook is one of the popular platforms thatprovides information about the people and it makes the process of market research become easier andfast (Lauder & Lauder, 2015, pg 422-424).Moreover, the advantage of using social media is interactivity. The social network provided a platformfor the company to interact with their potential customers. For example, Twitter posting the companyproducts or services, the promotion that offer by the company to customer and the news about theproducts. The followers are able to give comment and feedback in Twitter messages. The follower alsocan post their question in the Twitter and the company can answer the user questions. This wasincrease the customer relationship and interactivity between customers. It is more easily tocommunicate with potential customers by the time to time (Lauder& Lauder, 2015, pg 422-424).Furthermore, it can increase the customer loyalty. The social media enables the company to providereal time data on the Facebook wall. Nowadays, almost everyone have Facebook accounts and the user
4includes all level of people in the market. The company brand will be famous when the customers sawa lot of likes on the brand (Lauder & Lauder, 2015, pg 422-424).Although using social media for advertising, brand building, market research and customer servicehave many advantages but it also have disadvantages the company need to commit resources tomanaging the social media, respond to feedback and producing new content. The company might nothave expert people to managing the social media so the organization need to engage knowledgeablepeople to managing the social media and responsible to respond to customer feedback (Lauder &Lauder, 2015, pg 422-424).Another disadvantage is lack of feedback control. The company cannot control the customer to leavenegative comment or post in social media. For example, when a customer is not satisfied with thecompany products, the customer will comment on the company Twitter about the weakness of theproducts. If the management team unable to overcome this complaint, it will damage the companyimage. When potential customer saw the post, they might lose the interest to buy the products.Therefore, the company must efficiently respond on negative responses but it takes more time (Lauder& Lauder, 2015, pg 422-424).3. Give some examples of management decisions that were facilitated by using social media to interact with customersCompanies are rolling out ads that capitalize on the social media features of Facebook to achievegreater visibility. Best Buy uses the information from their Twitter followers and Facebook fans to