Social media has become so popular worldwide due to advanced features and functionalities to fulfill needs of communication and sharing of content. There are several business organizations that are using social media application to communicate with customers and clients and to share information. Moreover, social media is also a way to promote business products and services though online business websites among potential customers. In given information, it is clearly defined that how big organizations such Levis, Wrigleyville Sports and companies are getting benefits from social media. The purpose of making this report is to emphasize on evaluation of management and technological issues of using social media while engaging with customers, advantages and disadvantages of using social media for advertising purpose and customer service and other important concepts about usage of social media.
There is no doubt to say that social media has become an effective way to engage with business customers by business organizations. But issues regarding management, organization and technology are also encountered while using social media and those issues I will discuss here in this report.
If I talk about issues of management in social media to engage with customers then I can say that nowadays, quantity of users is increasing on social media and every user has further connection with his or her friends, relatives and colleagues. Due to wide range of connections among people on social media, it is necessary for developers to monitor each network, respond to each comment and also have to post every product information. These are time consuming activities and management of whole information of all social media users become complex. Therefore, this complexity leads to improper management of database and enhances lack of security (Zendesk, 2017).
Today most of the business organizations are doing online businesses and to promote their products and services they use social media (Digitalist Magazine, 2017). Here features of Facebook helps business organizations to achieve greater visibility for their products among people. Furthermore, online ads are also used by enterprises to enhance popularity of their Facebook pages rather than products (Jellymetrics.com, 2017). On other side, business organizations also need to choose the suitable channels to engage with multiple customers through social media. In this whole process of organization, issue of security of data is found. It is possible that confidential information of business organizations may leak to competitors.
Further, in case of technology, it is not sure that it will work always. Business enterprises uses Facebook, Twitter and other communication and linking websites. Various offerings are provided by these websites to companies for advertising business products and services. But it is all possible if company is connected to social media. Otherwise, whole operational efficiency of company is affected. It is possible that companies may find some problems in integration of new technologies because latest techniques are bit complex and new as compare to traditional techniques. In this way, I can say that implementation of technology requires appropriate knowledge for its implementation.
In market research, customer service, advertisement and brand building, social media contributes to large extent for business enterprises. There are several advantages of this feature of social media but it also contains some disadvantages. Following are advantages and disadvantages of using social media for these purposes (riya, 2017).
Besides these above discussed advantages there are some disadvantages of social media regarding customer service, brand building and advertisement etc.
Due to these disadvantages, it is necessary to be careful while using social media by business organizations. Advanced security tools and techniques must be used by developers to protect their social media from hacking, phishing and other virus attacks.
Due to extensive features of social media, it is used by business organizations to connect with its customers. Management decisions is one of those features of social media and there are several organizations those got benefits from this feature of social media. The main examples of management decisions are discussed as below (Laudon, 2017):
With the help of social media this company knows that which customer is responding to its programs of promotions, wants to know its cost and reason that why they need to purchase it. With the help of this conversion rates, value of purchased keywords and overall return on advertising campaigns can be measured. Moreover, Wrigley Ville Company also knows exactly where and how dollars for advertising purpose can be spent in effective manner (the Guardian, 2017).
Besides this, Best Buy Company assesses its central analytical platform by using social media for further evaluation of unstructured data and to make decisions that which business products are required to promote and how effectively their advertisement campaigns should be implemented. These decisions of promotion of business products and services are critical enough to take by management of business organization. But social media is helpful enough to achieve this goal (Social Media Today, 2017).
This company is located in Chicago and it is six year old iPhone, Android and iPad repair based company. JCD Repair motivates customers to post their reviews regarding its services on Facebook, Google Plus Local and Yelp, so that they can do improvement accordingly and it will also help them to generate more and more business. This feedback feature of social media helps business organizations to know real response of their customers towards their business and with this they can quickly rectify this mistake.
From above examples the effectiveness of social media in management decision making is cleared and due to these reasons social media is highly recommended by business organizations to use for promoting business and to provide quality services to its customers.
Facebook and Twitter are most commonly used social networking websites worldwide. It is not particularly beneficial for business organizations but also for other users for their personal usage. In business organizations, customer services and advertisement of products and services are main actions to perform. Customer services are related to provide help to them on time when they require and it is necessary to maintain a strong customer relationship. On other side, advertisement is concerned with promotion of business entities among its potential customers. In both cases, social media is very much helpful to use. But there is one question raises that all companies should use social networking websites to fulfill their goals and what is type of companies those use social media platform? (Hofacker and Belanche, 2017)
In answer of this question, I suggest that in modern era social media is the best way to enhance business and to attract maximum customers towards business. So all business organizations such as small or large should work on this platform. It is commonly seen that now customers want to like products online and also they recognize image of a company with its online status and performance. If an organization is not connected with social networking or online business then that is not noticed by customers quickly. Facebook, Twitter and other social sites give new identity to their business. That is why it will be better to use social media by companies. Moreover, with the help of this platform companies can provide best and 24×7 hours service to its customers via emails, messages and online calling etc. It is an appropriate way to increase business revenue and gain more profit. From a survey, it is found that all companies those are working on social media platform those have high sales and success rates as compare to other companies those are not connected with social media.
Besides customer service, in promotion of products and services of a company social media is required. A company with an account on social networking site can put its ads on that site, post different blogs regarding its services and facilities and can send invitations to customers and other people who are connected with them. It is a significant way to attract customers towards business. Furthermore, it is also possible that a portfolio of products of company can be displayed online and people can check detail about different items from that portfolio and can make their purchasing online. Ecommerce websites can be connected with social media easily to achieve purpose of promotion. There are several companies those are providing online services to its customers. The payment for buying things can also be done online by customers without any worry. These all characteristics of social media can raise level of your business worldwide. According to analysis, Starbucks and Levis are examples of those companies who increase their number of customers with the help of social media. A drastic increase is seen in sales of Levis Company for last few years. The reason is that this organization is fulfilling all the requirements of modern customers. Therefore, I can say that there is no specific type of companies those should deal with social media platform. It will be beneficial for every company to use social media.
Conclusion
To sum up, I can say that to get benefits from social media it is necessary to connected with this platform and fundamental knowledge about its features and actions is also necessary to collect by its users. But as I have discussed in report that there are also some issues of this platform that cannot be ignored. So at developers’ and users’ end these issues of security and privacy should be taken into consideration seriously and appropriate solutions should be used to get positive results and maintain good reputation in competitive market. There are some advanced security tools are available that can be used by social networking users and these tools must be upgraded on time.
References
riya, p., riya, p. and profile, V. (2017). Chapter 9: Social Commerce Creates New Customer Relationships. [online] Sustainabilitycasestudy.blogspot.in. Available at: https://sustainabilitycasestudy.blogspot.in/2013/11/life-on-grid-iphone-becomes-itrack.html [Accessed 4 Oct. 2017].
Laudon, K. and Laudon, J. (2017). Management information systems. Harlow, England: Pearson.
profile, V. (2017). MIS Case Study Chapter 10. [online] Miscasestudychapter10.blogspot.in. Available at: https://miscasestudychapter10.blogspot.in/ [Accessed 4 Oct. 2017].
The Guardian. (2017). How to use social media to understand and engage your customers. [online] Available at: https://www.theguardian.com/media-network/media-network-blog/2013/mar/13/social-media-customer-engagement [Accessed 4 Oct. 2017].
Hofacker, C. and Belanche, D. (2017). Eight social media challenges for marketing managers.
Zendesk. (2017). Providing great customer service through social media – Zendesk. [online] Available at: https://www.zendesk.com/resources/customer-service-through-social-media/ [Accessed 4 Oct. 2017].
Digitalist Magazine. (2017). 5 Ways To Engage Your Customers On Social Media. [online] Available at: https://www.digitalistmag.com/customer-experience/2016/08/01/5-ways-to-engage-customers-on-social-media-04355025 [Accessed 4 Oct. 2017].
Social Media Today. (2017). The Benefits of Using Social Media for Customer Service. [online] Available at: https://www.socialmediatoday.com/marketing/benefits-using-social-media-customer-service [Accessed 4 Oct. 2017].
Jellymetrics.com. (2017). Advantages and Disadvantages of Social Media Marketing. [online] Available at: https://jellymetrics.com/social-media-marketing/ [Accessed 4 Oct. 2017]
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