Social Media Marketing: Challenges, Management, and Business Impact

This essay examines the evolving landscape of social media marketing and its impact on businesses. It begins by defining social media and its role in modern business, highlighting the advantages such as enhanced customer engagement, brand promotion, and cost-effective marketing. However, the paper also delves into the challenges, including the potential for disinformation, cyberbullying, and the difficulty of managing online reputations. It explores the impact of these challenges on businesses, emphasizing the importance of proactive management strategies to mitigate risks and leverage the benefits of social media. The essay concludes by discussing potential solutions to these challenges and the need for businesses to adapt to the ever-changing digital environment. It emphasizes that understanding the challenges is essential for businesses to leverage social media effectively.

Social media has changed how business engage with their customers in recent
years. Many businesses benefit from a closer business relationship. However,
some businesses have been negatively affected by social media. Discuss the
challenges of social media marketing and potential ways to manage it.
Table of Contents
Introduction
1. Social media in general
2. Social media in business
3. Advantages of social media in business
4. Disadvantages of social media in business
Conclusions
Bibliography
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Introduction
Nowadays, marketing has found itself in a case where it is increasingly problematic for
both researchers and practitioners to make clear, unambiguous decisions, indicate
justified directions of changes and transformations (Rzepa and Przybylska-Duda, 2016,
p. 18). Finally, it is increasingly difficult to characterize the contemporary face of
marketing activities.
As the result of spreading the Internet, the process of communication and the
tools used in it on the market have changed as well. Currently, in addition to the traditional
approach, such as advertising campaigns, social media are used as well as a great mean
of sharing information, dealing with customers and providing services all over the world on
an unprecedented scale. Social media is not only cheaper way of reaching the customer,
but their range is much more visible than the others. However, even though it may seem
that there are only advantages of using social media in business, some problems, i.e.
disadvantages may appear as well.
This paper focuses on the presentation of how social media has changed how
business engage with their customers in recent years. The challenges of social media
marketing and potential ways to manage it are presented here as well. The paper begins
with the presentation of social media in general. Then, the portrayal of social media in
business is provided. The next ones are advantages and disadvantages of social media in
business are presented and discussed. It can be noticed that many businesses have
benefited from a closer business relationship. Still, as aforementioned, some of them have
been negatively affected by social media.
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1. Social media in general
Generally, social media can be defined as solutions using the Internet and mobile
technologies, which enables communication through interactive dialogue (Wells 2008). It
can also be described as a group of web-based applications, which are made on the basis
on the ideological and technological foundations of Web 2. This results in the ability of
creating and exchanging user-generated content (Kaplan and Haenlein, 2010, pp. 59-60).
There is also a more precise definition of this phenomenon is presented by Flew (2007) in
the following words:
Social media is a new driver of the convergent media sector. The term social
media refers to technologies, platforms, and services that enable individuals to
engage in communication from one-to-one, one-to-many, and many-to-many
(Encyclopedia Britannica, 2021).
Social media includes websites that are used to build social networks and social
relations. These relations are based on similar hobbies, interests, common private or
professional life and many more issues (Obar and Wildman, 2015, p. 750). The variety of
social networking sites available on the Internet nowadays are difficult to be precisely
determined with a single definition. Still, there are some common features, namely social
media based on using web applications, users create their own profiles, the user-
generated content is significant here, and the facilitation of social networking (Kaplan and
Haenlein, 2009, pp. 59–60). The latter one means that social media facilitate the
development of online social networks by linking the user's profile with other people or
entities with similar interests or to some extent related to them. Thus, it can be claimed
that social media is the media that human being interact with using an extensive set of
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communication tools (Kaplan and Haenlein, 2009, p. 61).
An interesting fact is that social media, similarly to traditional media, use the
message based on several matters, such as writing, image or sound in a completely new
space, called virtual, which means that this message is sent via the Internet. It can be
noticed that the main difference between traditional media and social media is the
interactivity of users of the latter one as well as the users’ possibility to publish their
content almost instantly (Shu et al., 2017).
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2. Social media in business
As the result of the development of technology and the consumer’s trends, the motives
determining the buyers’ purchasing decisions have changed as well. Several years ago
mass media such as the radio, television and the press had the greatest influence on their
choices. Nowadays, the Internet is the most significant, effective and visible mean of
communication between the producer and the buyer in the process of consumer service
and management. One of the channels of reaching the customer is social media (Vallor,
2017).
According to the research conducted by the State of Social Media (2018),
Facebook is currently one of the most effective tools for brand promotion. It was
discovered that over ¾ of respondents (nearly 78% to be precise) had confirmed that
social media is the most effective channel of activity. The results should not be a surprise,
especially when assuming that currently circa 90% of internet users use popular platforms
on a daily basis. The conclusion that arises is that a large part of internet life is
concentrated on and related to social media (State of Social Media 2018).
Łaszkiewicz (2015, p. 313) states that there are different approaches to engaging
organizations in social media can be observed nowadays. The first is to take action only in
specific areas, such as customer service. A solution that works mainly in organizations
avoiding the risk of uncertainty and taking actions that can be measured with the available
tools. On the other hand, a slightly different approach is represented by companies that
undertake small-scale testing of specific solutions in order to confirm their effectiveness.
Thus, their main goal is to listen to the needs of customers through platforms such as
Facebook and Twitter. What is more, examples of companies that undertake large-scale
activities in order to achieve the previously assumed results can be noticed as well. The
most frequently undertaken initiatives require cooperation both within the organization
between individual departments and involve external partners (Łaszkiewicz, 2015, p. 314).
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There is also a phenomenon known as social media marketing. This is explained as a
method of gaining the attention of Internet users and generating internet traffic with the
help of social networking sites (such as Facebook, Instagram, Twitter, LinkedIn, or
YouTube) as well as blogs. All these methods are used to promote the brand (Evans,
2010).
Therefore, it is not surprising that companies are more and more willing to use
this form of communication with dealing with their recipients, i.e. customers. What is more,
it has to be pointed out that social media has changed the way of various organizations,
communities and users communicate with each other. Social media has become a natural
place for sharing and exchanging information (Aichner and Jacob, 2015, p. 257–258).
According to LinkedIn (2021), that is why it has also become essential for marketing and it
is used by businesses for marketing purposes. Social media is also widely used in public
relations activities as well as in business (Shu et al., 2017).
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3. Advantages of social media in business
As aforementioned, it can be claimed that social media is an opportunity to maintain
constant contact with the customer as well as build a positive brand image (Obar and
Wildman, 2015). The mediation of social media platforms greatly facilitates the promotion
of not only the brand, but also its products and services as well. Having a company profile
allows the producer to, for example, announce promotional campaigns, advertise new
products or answer bothering questions and doubts of customers directly, which means
faster that is was made before.
As it was mentioned several times in this paper, nowadays, social media has
been playing an increasingly important role in the marketing activities of many companies
due to its wide spread. This provides another advantage of social media. Marketing
conducted with the use of social media enables remote access to the desired target
group, and additionally reduces the costs of marketing activities. Thanks to social media,
entrepreneurs have the opportunity to reach new customers. This is one of the most
important aspects of having a company profile on Facebook or another social networking
site (Aichner and Jacob, 2015, p. 259). By using this option, the producer creates an
additional communication channel for his or her potential new receivers, i.e. customers. If
this person adds to this the possibility of building relations with the client, which is
currently significant for the company, then he or she may expect success (Shu et al.,
2017).
Another advantage of using social media in business is according to Romm-
Livermore et al. (2008, p. 271), the result that using social media enables quick contact
with friends and sharing information, interests, etc. Social media offers a fast, effective
and simple flow of information. With the use of Facebook, the entrepreneur can just log
into his or her website and add an informative post. This action is very simple and what is
more – it is beneficial for both parties. When adding posts, it is always worth remembering
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to add a link leading to the website, because the customer does not necessarily have to
be interested in the promoted product, but eventually may find something interesting on
the company’s website. Additionally, social media causes an opportunity to build the
producer-customer relationship. This is because it offers direct contact via chat, the
possibility of commenting on the product or service provided by the company or informing
about promotions. Thus, it can be claimed that social media offers the entrepreneur the
opportunity to communicate and respond to comments from his or her customers instantly
and directly.
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4. Disadvantages of social media in business
Apart from advantages of social media in business mentioned in previous part of the
paper, social media can be a source of various dangers as well. First of all, it is unknown
who is on the other side of the monitor. Of course some portals (such as Facebook
mentioned several times in this paper) try to control this. For example when the creators
of website find false data, they will block the account and order the user to send a copy of
the document confirming his or her identity. With such a number of users, however, it is a
impossible and unreachable. What is more, the interest and the involvement of recipients
within their content are quite a challenge, especially for small business owners, when the
budget for social media activities is limited (Evans, 2010).
Another disadvantage that may appear when using social media in business is
causing disinformation. As aforementioned, social media is also widely used in public
relations activities. Unfortunately, it can be used in disinformation processes as well, for
example when spreading fake news (Shu et al., 2017). This is explained as the intended
and consistent formula for transmitting information (including either manipulated or false
ones). This also consist of fabricating such a message by creating various types of false
documents, organizations, etc., which are misleading. As the result, disinformation may
cause specific effects for customers, for example it may force them to make wrong
decisions, it may cause them to create a view that is incorrect, it may provoke undesired
action or lack of action as well (Basaj 2019, pp. 14-17).
Along with social media, there is also the phenomenon of cyberbullying, which is
explained as the harassment on the Internet. To be more precise, it is using violence such
as, intimidation, persecution or mocking other people with the use the Internet and
electronic tools (emails, messages, websites, discussion forums on the Internet, social
networks and others) (Rzepa and Przybylska-Duda, 2016, p. 19). The activities included
in this phenomenon may include, inter alia, writing negative comments about the victim on
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social media (both a person and his or her company), harassing the user with intimidating
news, or even creating ridiculous websites (Evans, 2010). Thus, the company who is
present in the social media can become the victim of cyberbullying and as the result of
that, its image on the market can be destroyed, which results in lowering the income.
Another problematic issue that may be provoked by the use of social media is the
uncontrolled and undesired leaking of personal information about customers. This is a
great responsibility to properly manage with this data, and this has to be made with
special care (Rzepa and Przybylska-Duda, 2016, p. 18).
Finally, the last but not least disadvantage is the negative campaigning of the
company with the use of social media. Some marketing activities that are ill-considered or
improperly conducted can lead to causing the crisis in the image of a given company. For
example a marketing campaign that is prepared badly may cause not only a negative
reception by customers. Because the news spread via the Internet “travels“ very quickly
all over the world, these undesired results are very difficult to be controlled and stopped
(Carson, 2017). It could be noticed in 2009 when the Motrin company (known for items
designed for babies) launched an advertising campaign targeting women carrying their
babies in baby carriers and shawls and presented these items as improper. Unfortunately,
the campaign offended some American bloggers, who felt insulted because they actually
used these products. This activity caused a wave of negative campaigning, which forced
the company to withdraw its advertisements from media, namely television, the press and
of course the Internet (Evans, 2010).
The risk related to the use of social media in life and business also applies to
psychological and social consequences. This type of media has left its mark primarily on
interpersonal relationships, leading to their significant decline. Internet conversations are
easier because they provide the ability to hide the person’s feelings and it allows him or
her to think carefully about the answer. However, this relationship is not a real one,
because the conversation is not conducted face to face. That is why it cannot be clearly
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defined whether the product or service actually satisfies the customer due to the fact that
this is made in virtual world, not in reality.
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Conclusions
Social media has become an almost inseparable part of everyday life and many people
cannot imagine living without it. Because of the fact that they are used by almost
everyone, social media are used in business to reach as many customers as possible. It
can be easily noticed that it has changed how business engage with their customers in
recent years. As the result of that, many businesses benefit from a closer business
relationship. Unfortunately, some businesses have been negatively affected by social
media.
When comparing to traditional advertising campaigns (such as banners, mailing,
contextual advertising), social media has a greater range due to the fact that campaigns
are conducted on the Internet, which means they can reach customers all over the world.
However, conducting this type of activity is related to some risk as well. On the one hand,
using social media offers direct contact and interaction with users. This results in a closer
relationship between them and the producer and his or her advertised product or service.
On the other hand, this direct contact can be also harmful for the entrepreneur when
conducted in an improper way. Campaigns that are designed or conducted badly may
cause not only disinformation but negative campaigning as well. It is also worth being
aware that what the entrepreneur publishes on the company’s profile may have real
consequences. The content may be used in positive and negative manner, depending on
what is published and to whom it is aimed at. What is more, the entrepreneur possessing
personal data of his or her customers is responsible for protecting them from cyberbullying
and people who want to make improper use of these personal details.
Thus, it can be claimed that challenges of social media marketing are various.
The best solutions and potential ways to manage it seem proper plans and precise
definition what positive and negative effects a given activity may cause. Creating the so-
called back-up plan (also known as “plan B”) is important here as well. Another issue is
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