The thesis statement relates to the importance and drawback of social media marketing. It has been seen that there are many advantages and disadvantages related to social media marketing. By taking into consideration the recent situation, it is necessary to emphasize on social media marketing so that large market share can be achieved in the competitive market (Whiting and Deshpande, 2014). In this paper various positive aspect and negative issues will be discussed related to social media marketing. To achieve success in the high competitive market the company’s focuses on promoting their products through social media marketing.
It is one of the important advantages related to cost effectiveness. In this it is analyzed that social marketing incur low cost as compared to other source of marketing. There are social media channels which are not costly and through this it can be simple to interact with the large mass of audience. It can be considered as the advantage for the company to reach the large mass of audience. Product or service promotion can be done by taking into consideration the overall cost effectiveness. In social media marketing the companies can cater the large targeted audience (Vinerean, 2017). It has been seen that companies can also introduce new products and services in the market and through this demand can be enhanced easily. For example: Nestle company in which it has been seen that company considered this technique to promote the products and services in the market. The company promotes its products and services through its Facebook and Twitter accounts. This is one of the best sources that helped the company to achieve large market share and in the current scenario it is important for the company to consider this technique. This source will give benefit to the company in attaining profits in the competitive market. So, it is concluded that cost effective is the benefit related to social media marketing. In this it is analyzed that company can easily promote the products in the competitive market. Like Nestle achieved success by focusing on the social media marketing technique. It helps the company to earn more by promoting the products and services in the market.
The advantage is related to quick response. Social media marketing is known as the effective source that is also the best source which helps the company to market the products and services. Through social media marketing the customers can easily solve their queries and company can also analyze the requirement of the customers. On social media sites the option is available for the customers to give their feedback or ask any queries which is directly seen by the executives of the company. So, it has been seen that by synchronizing the website it can be simple for the company to gather the entire need or the queries of the customers .By analyzing the overall queries it can be simple for the company to promote the products and services accordingly. It has been evaluated that company introduce the product by posting the pictures of the social media sites and through this it can be easy to gather the overall data. The satisfaction level of the customers can help the companies to respond to the customer’s queries quickly so that it can be easy to enhance to the demand in the competitive market. It has also been seen that through social media marketing it can be simple to focus on food marketing. The choices and preferences of the children can be changed if social media marketing is taken into consideration (Kelly, Vendevijvere Freeman and Jenkin, 2015). For example: it has been seen that Cadbury is one the biggest company and promotion of the products is also done through social media marketing. In this company also solve the queries of the customers by responding them quickly. By giving response to the customers immediately helped the company to maintain the good image in the market and large market share has been achieved by Cadbury Company. So, it can be stated that through social media marketing the company can easily respond or give reply to the customers. It will directly impact the overall sales of the company and this can help the company in maintaining the image.
One of the advantages is effective customer service in this it is evaluated that social media marketing it can be simple for the company in maintaining the overall services given to the customers. Through social media marketing it can be analyzed that company can easily communicate with the customers and can also consider the feedback which will help to bring improvisation in the entire working structure of the company. Social learning theory is also the method that emphasizes on the behavioral pattern in relation to the behavior of the customers. Also through social media marketing it is easy to attract the customers of all age group by offering effective services to the customers. For example: Amazon provides their services through social media platform also. It has been seen that company provide the link on their Facebook account and through which it can help the customers to avail the services of the company. So, it is stated that it can help the companies to offer effective services to its clients and it also affect the working pattern of the company (Alharbie, 2015).
The disadvantage of social media marketing is related to time consuming process. There are many customers who spend time on social media channels so it provides a platform to the company to enhance market share. But if proper social media technique of marketing is not implemented then it affects the growth of the company. By considering the social media marketing it is seen that company is not able to consider the specific type of audience. But social media marketing can also attract good or bad audience. This can be dangerous for the customers as there are different types of trolls which can affect the mindset of the people. The negative affect can also been seen on the company image as there are spammers which can be involved if the activities are managed through social media platform (Dwivedi, Kapoor and Chen, 2015).
The next disadvantage is related to negative feedback. It is seen that through social media the information can get viral easily. If there are any negative comments given by the customers then it can affect the brand image. Also the outcomes which are attained can be negative as there is no proper technique to manage the comments and feedback given by the customers. Therefore, it has been seen that information can also be used against the overall operation of the company. It is analyzed that it can also criticize the activities and also it can also impact the overall brand image of the company. Like on the product of Maggi the customers started giving negative comments so it affected the overall image of the company. So, it can be stated that companies can feel insecure as the company do not have proper control on the operations and customers can easily post what they want. It is important for the companies to maintain overall image by reducing the negative comments affects given by the customers and this can only be done when companies give positive response which create good image in the mind of the customers for the company. So, it has been stated company should maintain the image of the company so that it can be simple to achieve growth in the high level of competition prevailing in the market and it can also help to maximize the customers satisfaction in an effective manner (Pham and Gammoh, 2015).
So, it can be stated that social media marketing is important to attain large market share. Social media marketing has many advantages and disadvantages. The advantages related to social media marketing are many like cost effectiveness, quick response and effective customer service. The disadvantages related to the company are time consuming process and negative comments. It has been seen that if customers give negative comments on the social media sites for the company then it can affect the overall growth of the company. Therefore, it has been stated that negative affect should be reduced by the company so that it can be simple to achieve growth and also the company can maintain the popularity in the market which will help to attain the profits. So, social media marketing should be used by the companies but it is necessary to emphasize on the precautions so that it can be simple to maintain the overall competitive advantage in the market.
Alharbie, A., 2015. Business growth thru social media marketing. International Journal of Innovation and Applied Studies, 13(4), p.873.
Dwivedi, Y.K., Kapoor, K.K. and Chen, H., 2015. Social media marketing and advertising. The Marketing Review, 15(3), pp.289-309.
Kelly, B., Vandevijvere, S., Freeman, B. and Jenkin, G., 2015. New media but same old tricks: food marketing to children in the digital age. Current obesity reports, 4(1), pp.37-45.
Pham, P.H. and Gammoh, B.S., 2015. Characteristics of social-media marketing strategy and customer-based brand equity outcomes: A conceptual model. International Journal of Internet Marketing and Advertising, 9(4), pp.321-337.
Vinerean,S., 2017. Importance of Strategic Social Media Marketing. Expert Journal of Marketing, 5(1).
Whiting, A. and Deshpande, A., 2014. Social Media Marketing: A Myth or a Necessity. Journal of Applied Business & Economics, 16(5),p.5.
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