What are some challenges a company might have when using social media marketing?
ID: 383798 • Letter: W
Question
What are some challenges a company might have when using social media marketing? Consider situations such as an ex-employee or customer using the company site to express anger or frustration with the company, or an employee posting pictures of the department holiday party depicting inappropriate behavior. Research and choose a challenge an organization had in their social media marketing efforts and if/ how they solved it. Give a brief explanation of what you found. If the company handled or resolved it, explain how. Would you have handled it differently? If you cannot find out how it was handled, explain how you would deal with it. In response to your peers, expand on their post by providing another approach to their reported situation and how it could have been handled differently, Support your reasoning with detailsExplanation / Answer
Challenges
Social media gives a great platform to vent out the frustration of stakeholders including customers, employees, and investors. There have been several instances where the companies handled the crisis carefully and converted the crisis as an opportunity for their branding and reputation management. But several companies have just blown up the situation and some could never come out of the bad publicity created by such incidents
Social media offers an easy platform that anyone can post bad comments in spite of good service being offered. Even if the service has been done in good intention a consumer might have misinterpreted it and posted comments.Social media has the potential to make seemingly trivial issues go viral. This needs careful and continuous monitoring of a company’s social media handles.The rapidity of messages spreading is unpredictable and large in social media
The customer is always right especially on social media- at least that is how other customers may perceive
Carolina Girls
When a teen Casey slyer who is form the black community visited a fashion store in Carolina, saleswomen and allegedly said,’ shoplifter’ to some other employee.
The teen's mother posted the experiences on Facebook and the post went viral. The company shared concerns regarding this and the problem could have ended up there. But the company shared a repeat post where they said that preliminary investigations found no such incidence of being uttered such words and shifted the blame to possibly young shoppers-the words could have been uttered by other young shoppers in the store. The company was slammed again for blaming young shopkeepers. The company’s Facebook page was bombarded with comments and the admin had to block many of them eventually leading the closure of their Facebook profile page.
The company owner tried to reconcile and bring down the issues by offering an interview with a news channel but the event was mocked as a publicity stunt.
What went wrong
The company tried to pose as if they are concerned but they were not genuine. The post about young shopkeepers shows the hatred they have towards young buyers the company tried to shift the blame to someone rather than owning the problem that happened on their premises. They did not try to make any direct contact with the concerned customer. The company blocked negative comments instead of having a two-way communication. The company closed their facebook page hiding from consumers negative feedback
If I had been there I would have owned complete responsibility for the incident and apologized. I would have tried to reach the consumer in private and offered sincere apologies. I would have shown how we have changed changes in training staff and monitoring them, after this incident. I will also explain what future changes I would make with regards to such situations. I would also develop a plan for handling such public relations crisis situations in future.
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