Language and Learning in your Discipline Essay 2022

Language and Learning in your Discipline
Critical Evaluation of Social Media Marketing
Ailin Kvalheim Bergetun
Southern Cross University
30.09.19

Marketing or advertising methods has been provided with the new trend of promotion
through social media platforms. Before discussing the advantages and drawbacks of social
media marketing, it is required to know the history of its emergence. The term social media
reflexively reminds about platforms including Facebook, Twitter, Instagram, LinkedIn, and
Pinterest. These social media platforms flourished during the years of 2003-2004. These
platforms built a huge connection between people staying at a distance and almost half of the
entire world population is using these platforms randomly (Whiting & Deshpande 2014).
Hence, marketing through these platforms has become a great idea to promote a business or
any particular product. Social media marketing refers to promotion of any business name of
product through the mode of advertisement on various social media platforms (Tuten &
Solomon 2017). This essay will highlight some of the advantages and disadvantages of social
media marketing and its effect of human life. The use of social media marketing strategy for
advertising will be given a proper demonstration from the student’s perspective.
Social media is a global platform of communication. Social media marketing has a
great impact on the business industry. Business agencies are getting along with the new
strategies to promote their names in social media. There are different ways to promote the
business including content posting, blog posting, and video posting related to the business or
any particular product. Hence, it can be said that social media platforms widen up a new way
of communication between the agencies and their consumers (Godey et al. 2016. It helps to
establish the brand identity or brand recognition of a particular business. Along with this,
marketing through social media advertising attracts the potential customers related to the
product or business. For example, a fashion blog or video only the people with same interest
will view and share it with other persons with same interest. Sharing is the only procedure
that social media is using it to promote awareness about a particular business, product, or
person. Hence, it can be said that social media marketing strengthens the mode of
communication between the business owners and the consumers.
Social media marketing helps to track adverse or ambiguous statements.
Monitoring the negative comments about any business organisation is challenging. However,
social media has a section where the business agency can track the negative remarks about
themselves and alter accordingly (Ashley & Tuten 2015). This particular section helps the
business organisation to impose an improving attitude for their own business organisation to
generate awareness about their existence. Through this advantage, business agencies can
conduct self-assessment attitude for themselves and for the sake of their ideal customers. Not
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only the business organisation, but also the entrepreneurs also getting high benefit from this
marketing strategy.
Customisation is a concept that has a greater advantage of advertising through social
media. Digital advertising gives the business owner a huge scope to design the advertisement
with own design. For example, a fashion designer can post related contents or pictures or
video showing exhibiting own innovation. Customizing the designs of the advertisement is a
new trend possible only with the digital technology infused with the concept of automation.
This concept makes the handling of marketing posts easier at the social media platforms
(Albarran 2013). Users can share their posts and article on the platforms to the particular
persons they want to share with. Similarly, they can remove unwanted contents and posts or
persons from their page to strengthen the online visibility only for their potential customers.
Entertainment is a field that has given an entirely new attire by the social media
platforms. Entertainment refers to film, art, music, and dance that people use for revival from
the daily monotony (Nadaraja & Yazdanifard 2013). In this digital era, consumers are using
social media platforms instead of television and audio players for the entertainment purpose.
Consumers can take the advantage of uninterrupted films or music in smart devices. Hence,
the field of entertainment is highly benefitted by the concept of social media marketing.
Applications such as amazon prime or amazon music are example of platforms providing
uninterrupted films and music to the users. Apart from this, social media platforms is not
limited at home or workplace only. Research has been found that consumers selects those
multiplex or theatre halls who provide free surfing of the internet while watching any movie.
Theatres promote their facility with digital advertising that is increasing their annual revenue.
Contrarily, social media marketing has its dark side on the same field namely business
industry. It has been observed that use of social media platforms by the employees can be
incongruous if it diverges them from the core intention. Excessive use of social media at the
office premise for personal reason often fluctuates the mind of the employees from their
professional responsibilities. Hence, many agencies facilitate strict restriction on the use of
social media platforms during the office hours. Marketing through social media can question
the matter of confidentiality of a business organisation. Safeguarding the confidential matter
of a company is becoming challenging living in this digital era. According to the Australian
guidelines for advertising through digital media especially for the influencer, industry is
residing at a grey phase (Ellison & Boyd 2013). The regulation mandates two aspects for the
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