1.

Assess the management, organization, and technology issues for using social media
technology to engage with customers.

Organization:

To gain greater exposure, businesses are carrying out advertising that draw on Facebook's social
networking apps. Many businesses operate online ads that rely less on selling their goods than
endorsing their Facebook pages and Twitter accounts. Additionally, place-based companies such
as gourmet food trucks will twitter loyal supporters and fans to their present spot. Nominating
businesses will quickly tweet or post cancellations and sudden openings. Larger corporations are
conducting sweepstakes and competitions and will use the potential to form their brand identity
and solidify their client ties.

On the other side, the company will select the best medium for communicating with clients. The
social networking that the organization utilizes will fit well with the company's goods and

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services. The protection problem in utilizing the social media is always an issue. Confidential
knowledge regarding the business may disclose rivals to it.

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Best Buy, for example, has a dedicated squad of Twitter respondents to respond to customer

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queries and concerns. The business then collects the data by textual data and translates the data to
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valuable knowledge on the goods of the company.
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Technology:
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To certain businesses of all shapes and sizes Facebook, Twitter, and Line will become important
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vehicles to reach consumers in industry. Half of all Twitter people use their posts to promote
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items. Tweets became the number one discussion community in the country. The advertisements
show menu tabs that encourage viewers to press inside the ad to view real-time Twitter updates
from a brand or Facebook wall notes, or to display YouTube-all video videos from a brand on the
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web page where the ad appears.

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However if the advertisements was shared on Facebook or Twitter and display marketers for
concerns from consumers, advertisers can often benefit. Twitter created several new products for
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potential marketers, such as Promoted Tweets and Promoted Trends. Facebook targeting
capabilities to decide which kind of people are reacting to the various advertisements it
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produced.

The system, on the other side, isn't always running. Unless the organization cannot link to the
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social networking, this would impact the productivity of the activity. The corporation may face
challenges incorporating emerging technology into the operating climate.

The web commercial for the Mrs. Meyers cleaner company, for instance, employed a particular
type of technology in which audiences put their mouse on the advertising, showing a visited
location to show. Consumers were much more inclined to click on a "know more" icon to travel

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 to Mrs. Meyers' own page with 35 out of every 1,000 people clicking in, opposed to an average
of only one out of 1,000 for typical internet advertising. Certain sorts of technological techniques
separate a business from its rivals.

• People:

Many citizens already use the social network to stay in contact with friend to let them know what
they're doing lately. At the other hand, it has to spend time tracking each network, reacting to
messages, addressing the request and sharing details regarding the product. Sometime the staff
might not be able to think rationally in order to react to customers' comments.

Facebook advertising, for example, offer the option to 'like' a company, give a virtual present,
address a survey query or add content to your news feed instantly. Facebook also helps you to
join the brand's fan page to get the whole new stream of the news, marketing, to rivalry alerts

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2. What are advantages and disadvantages of using social media for advertising, brand

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building, market research and customer service?

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A. Customer Service

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Advantage.
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• Social networking enables direct consumer interaction, thereby making company more social
and making it possible to fulfill the unique expectations of the client.
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Disadvantage.
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• Failure to react properly to customer complaints may harm the company's credibility.

B. Brand building
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Advantages
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• Social networking allows it possible for a company to achieve more exposure, thereby creating
its own public awareness.
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• Because many consumers are interested in browsing online and looking for their favorite items
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social networking brings the company on the web site.

Disadvantages
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• Then the identity of a company may be irrevocably impaired, as any error posted on social
media is taken personally by the creator.

• It's often time intensive because much of the time one needs to be online to get feedback from
their company itself.

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 C. Market Research

Advantage

• Social media provides marketers with exposure to multiple customers and therefore offers
direct input from other users, thereby enabling access to the knowledge or data required.

Disadvantage

• Social networking provides mostly unstructured data and suggestions and can often not be
utilized as a resource of market analysis.

D. Advertising

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Advantages

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• Efficient cost: certain social networking platforms appear to be less costly to navigate and share

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content and people involved in the company happily click or follow the profile.

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• Social networking often enables posts to touch more users in a limited amount of time because
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it is easy to share the message to those in the network.

Disadvantages
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• You can access the database and mess with the information; such disruption can affect more
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users in a limited period, rendering it impossible to fix a mistake.

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• Social networking attracts even people with profiles that left behind those that are just future
clients.
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3. Give an example of a business decision in this case study that was facilitated by using
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social media to interact with customers.

Best Buy utilizes a main analytics tool to evaluate unstructured data to make choices about
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which goods to support, which duds and the efficacy of its promotional campaigns.
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Wrigley Ville understands which consumers are reacting to its deals, how much they were paying
and what they were purchasing. This will calculate engagement rates, keyword purchase interest
and overall return on marketing campaigns.
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JCD Repair, a six-year - old Chicago-based iPhone , iPad and Android repair company, allows
users to post reviews of its Twitter, Yelp and Google + Local service to help attract further
revenue. That lets the small business realize what it is doing correctly and when it makes a
mistake it can rectify it easily.

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 4. Should all companies use social media technology for customer service and marketing?
Why or why not? What kinds of companies are best suited use these platforms?

I disagree, not all firms ought to use Facebook and Twitter for customer care and commercials.
The explanation for this is because small companies do not even need to be interested with social
networking. Unless the business is unwilling to leverage social media successfully to react to
consumers, it would have a detrimental influence on the consumer while undermining the
company's reputation.

Social networking can help certain companies connect with their customers but not all
companies. Many buyers only want the company to be available and it doesn't imply they want

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to support or appreciate the company. Company owner does not have enough resources for the

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small business to handle the social network and address consumer queries. In addition, the lack

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of expertise or technological knowledge to carry out the social network is some of the

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organization particularly small business.

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Until an organization moves into using Facebook and Twitter it has to insure that the processes of
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"back room" are in order to handle demands for consumer care. Best Buy got everything better
with a devoted Twitter responding calm. Unless the staff of the organization is not prepared for
the amount of unanticipated responses, the program could backfire.
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The same is true with quantity of ads. Effectively, Wrigleyville uses Facebook and Twitter for
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product promotions and competitions to attract consumers and make the company's deals more
engaging with clients. Organizations that communicate explicitly with customers are definitely
best conducive to use ads on Facebook and Twitter. However, as Starbucks learned, the ads have
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to be well thought through.

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References:

https://www.businessnewsdaily.com/5917-social-media-customer-service.html
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https://applewriters.com/assess-the-management-organization-and-technology-issues-for-using-
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social-media-to-engage-with-customers/

https://customerthink.com/10-pros-and-cons-of-social-media-marketing-in-mobile-app-
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development/

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