A recent Forbes article highlighted the potential pitfalls of using social media in marketing campaigns for businesses. Jeff Wilson of Sensei Marketing blogged about social media creating "bad customers," a posting that sparked discussions among digital marketers. Wilson argued that companies must use carefully designed and targeted strategies when leveraging social media as part of a marketing campaign because of the unique risks inherent in social media. Specifically, Wilson says that social media provides users with the following factors that allow for potentially negative customer behavior against companies: (1) No Guilt (2) The Mob (3) Relative Anonymity and (4) No Accountability. One recent incident involving McDonalds' twitter hashtag #McDstories highlighted this issue as many customers used the hashtag to post about negative experiences as opposed to positive ones.
Other digital marketers suggested that the risk of not using social media is actually greater than the risk of using it, as brands would lose out on a significant amount of customer awareness. The key to managing social media is careful planning and awareness of one's brand perception. A "one size fits all" strategy will not be sufficient.
More information can be found at the below link:
http://www.forbes.com/sites/julietbarbara/2012/11/11/is-social-media-bad-for-business/
-Linda Lou
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