- The use of multiple social media platforms allows companies to combine their personal, professional and commercial interests and to reach large numbers of people with this information.
- The interaction from the public is instant and direct.
- Opinions can be voiced quickly and can attract other members of the public to connect with the organisation and accessibility is increased.
- Conversations with customers/users can be initiated all over the world.
- Some feedback can lead to improvements in the way the organisation operates.
- People feel more connected if they can make a direct contribution though communication.
- It allows organisations to monitor public opinion of a product or service.
- People identify with a product that they can see, read, comment about.
- Online customer loyalty can grow.
Now for the negatives.....
- There is duplication of information which can cause saturation and people turn off.
- Being able to voice opinions about an organisation or its products can be harmful if people take a dislike to it and they discuss it widely.
- Employees can harm a companies image by posting indiscreet photos or videos which can be put instantly on sites such as Facebook and YouTube.
- Legislating in this field is difficult as it is a new area of law which keeps evolving.
- Discrimination based on social media research can cause companies to be investigated and may involve litigation.
- Technical safeguards need to be in place and very secure to prevent corruption such as viruses and spyware.
- Employees posting information without permission can cause legal problems ie contract breaches.
- Employees need to be careful about defamation when writing about competitors.
- Companies need to be aware of employees sharing information through social media in terms of privacy and should have strict guidelines in place and ensure they are adhered to.
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