Social media is a tool just as other advertising and marketing mechanisms have been used to facilitate branding and company growth. A social media strategy can be somewhat effective even if poorly implemented but firms that really exploit all of social media’s advantages need to do their homework to remain current and to implement knowledge about who uses what social media and why in determining how best to use various components of the social media community. Is the client’s Facebook page being created as a destination with interactive features and regular updating and other use or is it to be used primarily as a conduit funneling customers to the client’s comprehensive and interactive website? Do Twitter accounts make sense in certain industries with little information to Tweet? More is not always better consequently it is important for firms to determine the type of social media vehicles are valuable to them and then create a message that is consistent throughout the tools used.

 

Like traditional media, using social media to its greatest advantage requires research and planning. The target audience can help firms determine which messages are best suited for Facebook, Twitter and other social media outlets. Successful social media strategies develop a comprehensive strategy that uses different types of social media and particularly when two-way communication is encouraged. Clients or PR firms should retain control of content posted on a company or client’s behalf and set targets in order to measure whether use of various social media is successful (Chaturvedi 2013).Increased followers is considered a sign that social media is working but companies must also determine whether this is window dressing or if the likes evident on a Facebook page translate into customers and clients or merely people who for some unknown reason liked the page and never returned to it again. Conversely, a high number of likes lends legitimacy to companies consequently some benefits may be achieved without necessarily being evident. Other measurements a company may use to evaluate the efficacy of social media is whether there are improvements in sales, customer service, and efficiency (Chaturvedi 2013).

There are so many different tools available for companies that want to better utilize social media in order to improve their businesses. ProCon.org was created in order to evaluate the pros and cons of numerous issues and includes a very informative page on social media that provides statistics for how people use social media and other important information that can be of assistance to firms that want to maximize their advantages from using social media. Social media is a double-edged sword because while memes and videos can go viral with good information that is valuable to a company it can also as quickly destroy a brand if the wrong type of information spreads as quickly on the Internet. Social media can be most positive when everyone involved in its use is geared toward ensuring that the cohesive message remains intact and is only positively impacted by its use.

References

Chaturvedi, M. (April 22, 2013). Effective social media strategies—four tips, four benefits. Profit Magazine, 1-2. http://www.oracle.com/us/corporate/profit/big-ideas/042213-mchaturvedi-1937903.html.

Social networking pros and cons. (September 2014). ProCon.org, 1-2. http://socialnetworking.procon.org/.