Problem Statement

Social media is at an all-time high, and the number of users is going up with each day. According to
research has already seen 3.4 billion social media users. The worldwide total is increasing by 9 percent
as compared to last year. Statistics states that social media has penetrated 45% of the world's
population. If anyone run a business, the above statistics will tell that social media marketing is an
incredibly important tool in today’s times. 71% of consumers who have a good experience when
interacting with brands on social media pass on their recommendations to their friends. However, there
are certain downsides of social media management & marketing that we need to be aware of if we do
not want to collapse our company.

Creating a cohesive brand image can be difficult:

Social media allows us to create a brand image for our company. We can communicate with a large
number of people at a time through curated posts and internally created content, and interactions with
our followers. Social media offers us numerous platforms where we can build a strong identity for our
brand.

However, a poorly executed branding campaign can destroy the reputation in a matter of minutes and,
will end up losing potential customers, our company might appear inauthentic. It is difficult to recover
from a branding disaster.

Its Not Easy to Erase Your Mistakes:

Social media is a place where even small business mistakes can turn costly. There is no way to censor the
content and rectify the mistakes without suffering a backlash first.

Dissatisfied customers and unhappy employees are free to criticize the corporation, putting the
company on the spot. A mistake that thought was redeemable can end up becoming the defining
moment of the business. Customers are free to talk about the problems they face when dealing with the
company on social media, and these posts go viral at times. Taking corrective action is what we need to
look for.
It can be problematic to measure Social media ROI:

If we are constantly active on social media, it is possible that we will garner a lot of engagement over
time. However, the problem arises when the measure the ROI from all the social media campaigns we
are running.

Unless we understand what kind of profits we are getting, it is pointless to organize elaborate social
media campaigns. To be fair, it is not impossible to get a fair estimate of how much money social media
is bringing, but we can never get the exact numbers, and that can lead to complications in calculations
later on.

Rely on all the employees for your brand image:

The popularity of social media is also a disadvantage. Our employees will have to uphold a social media
image that befits their position in the company. All of them represent the brand at all times, and
customers judge even their personal social media accounts. It becomes very difficult for entrepreneur to
track the social media activities of all the employees. They need to make it clear to them that company
matters are strictly private.

Becoming overly dependent on social media:

Nobody can deny that social media is a very effective tool when it comes to increasing engagement and
boosting sales. However, an entrepreneur should not take it as the only marketing avenue that they
should pursue.

Becoming dependent on certain social media platforms leaves them vulnerable to future changes that
might be made to how the sites. They should explore different marketing options and then settle on a
combination that works for their services and products. Entrepreneurs should not allow social media to
make them lazy. One think must be clear and remember that competitors are always trying out new
ventures. Diversifying our marketing efforts is necessary if we want to glean the positive effects of social
networks. However, most companies end up prioritizing social media too much.
Negative customer reviews can cause damage:

Social media gives the customers a voice and allows them to interact with and about the company.
While that is excellent when the customers are happy, it can pose a huge problem when unhappy
customers use social media to talk about their grievances. Sometimes, customers complain about the
products and services a company offer directly on social media without even getting in touch with at
first.

The negative posts keep piling up on the social media company profiles, which creates a general distaste
among followers. As the number of negative posts goes up, the number of followers in the page is
bound to go down. Moreover, there are simply do not have the option of deleting negative posts
because that will make the entrepreneur appear shady and untruthful.

Objective of the research

Social media has greatly transformed the business landscape. It is one of the most important aspects of
digital marketing, which provides incredible benefits that help reach millions of customers worldwide.
Objective of the research are -

 Create an Omni Channel customer service -

Today’s customers choose social media as the main source to interact with a brand as they get
instant attention. Research says that 42% of consumers expect a response on social media
within 60 minutes. Social media is a powerful channel to engage customers who reach out to
you through different social media channels such as Facebook, Twitter, LinkedIn, Instagram, and
WhatsApp to deliver a seamless Omni channel messaging experience. Providing Omni channel
customer service is an important aspect of a business. However, it is even more important to
use the right tools, system which can help your business to deliver an Omni channel experience
across the customer lifecycle. In order to deliver Omni channel customer service, you can use
certain tools. One such tool is REVE Chat, which is a multi-channel live chat platform that
streamlines customer conversations across website, social, mobile and messaging apps to
deliver great customer service and increase team productivity.
 Reach out to the bigger audience -

Almost 90% of marketers say their social marketing efforts have increased exposure for their
business, and 75% say they’ve increased traffic. It an ideal way to create brand awareness and
stay in contact with the customers. Social media platforms are becoming the main source for
people to learn more about businesses latest information about new products, services,
advertisements, deals or promotions.

- Segment the audience

- Make use of visuals
- Initiate conversations
- Measure the efforts

 Work on the SMM -

Many businesses are jumping into the Social Media Marketing (SMM) bandwagon as its positive
impact on brands and promises profitable success when done properly. Social media marketing
techniques target social networks and applications to spread brand awareness. Social media
marketing is perceived as a more targeted type of advertising and therefore it is very effective in
creating brand awareness. Social media engagement campaigns produce a lot of shares,
generate more views and publicity for the business – all for a one-time cost.

 Improves user engagement -

No matter businesses are on social media or not, customers follow their social media accounts
every day. With the average person spending just under two hours per day on social media,
social media engagement is essential to make sure your brand is capturing enough attention.
Setting up a social media presence, building and engaging them effectively with quality content
is a big effort. But the biggest benefit a company can glean from your investment in social media
is to reach out to your potential customers wherever they can be found across the globe. Social
media engagement is positive as the reputation it generates for your brand but on the other
hand, a single negative tweet can bring bad publicity overnight, which is difficult to reverse.
Below are a few best practices for engaging users.
 Make a Social customer service -

Providing stellar customer service is likely already a top priority for every business. But along
with the two-way communication that social media provides, it also offers a unique opportunity
to step up the customer service game and provide instant gratification to our target audience.
WhatsApp, for example, is the most popular channel for customer service on a global front. The
numbers say there are more than 1.5 billion monthly active users, sharing more than 60 billion
messages every day, a huge amount of on-platform activity. WhatsApp Business app, launched
by WhatsApp enables business users to “interact with customers easily by using tools to
automate, sort, and quickly respond to the messages”.

 Use the social media to driving force of growth tools -

Social media offers opportunities for brands to increase conversions due to the interaction that
they have with customers. When a brand chooses a proactive social media marketing approach,
it will strengthen its marketing strategy.
Hub spot research social media marketing has a 100% higher lead-to-close rate than outbound
marketing. This data proves social media marketing critical for all brands, big or small, and
especially those who are trying to increase sales revenue. Twitter is a good example of this.
According to Media Bistro, 67% of Twitter users are more likely to buy from brands that they
follow. Besides, 42% of consumers learn about the products and services they are interested in
through Twitter. This type of outreach cannot be ignored.

 Use the Social media to boosts your brand loyalty -

“A brand is nothing but an expression of the customers loyalty and trust” Building and
maintaining brand loyalty is one of the central themes of every business. Social media helps to
build relationships with the customers through social media, which increases loyalty and
advocacy.