Popular automated social networking platforms like Facebook, Twitter, LinkedIn, and Google + have opened up a world of opportunities for conglomerates and start-ups to promote their brands. Websites of companies, big or small, have become a forum for their respective clients where they can discuss about the benefits and drawbacks of using their products or services. Organizations instantly come to know how the wares/services are faring in the cut-throat commercial markets via the feedback and reviews posted by their customers. Instant across-the-board interaction between firms and their relevant clients gives the former considerable leeway to improve the quality of their merchandise.
However, the social media platform, much like money, can be a good servant but a bad master if not dealt suitably. The pitfalls or downsides accompanying the improper utilisation of online social sites are as follows:-Capriciousness
More often than not, the canvassing and publicity campaigns undertaken by a firm do not serve their purpose. Subsequently, the intended or expected benefits that were supposed to accrue to the company do not happen. Worse, such advertising drives, if carried out without meticulous real-time research can backfire.
Poor quality of products or services, lackadaisical customer service, and inept after-sales service in this age of the Internet can spell doom for an organization. Negative feedbacks about a company’s product on any social site worth its name can spread rapidly like wildfire on the worldwide web adversely effecting overall sales. The extent of havoc that unfavourable exposure can have on a firm’s products is beyond one’s imagination.
Hacking or Informational Leaks
The lure of minting money quickly and easily induce countless unethical hackers to steal private data by infecting websites with spyware, malware, viruses, worms, and Trojans. If companies do not have foolproof network security systems in place, they risk losing steadfast customers. This loss, in due course of time, also reflects adversely on their balance sheets and besmirching of goodwill.
It goes without saying that one needs to continuously update and refresh information on website in order to keep on attracting traffic. Regular upgrading of data and periodic monitoring of online presence calls for allocating extra resources for the same. Half-hearted and desultory attempts to modernize company’s portal will not translate into real-time benefits.
Enterprise at first should be able to pinpoint its target or niche segment by harnessing online marketing tools like Facebook Analytics, Google Trends so that it can focus on marketing and selling their products more efficiently. After the target audience has been identified, the concern should concentrate on selecting the apposite automated social channel to augment awareness, build loyalty, and heighten networking. To say the last but not the least, a business’s website should have search-engine optimized content so that it can improve its ranking on search engine pages. More optimized the content, the higher the ranking that’ll lead to more traffic at the end of the day. If a modern-day organization can adhere to the above-mentioned guidelines, it’ll be successful in accomplishing its hallowed objectives via the social media platforms.