Case Study 9
Social Commerce Creates New Customer
Relationships
Question 1
Assess the people,
organization, and technology issues for using social media to engage with
customers.
Answer
To most of the people used
facebook and twitter to keep touch with friend and to let them learn and know
what there are doing. Social media like Facebook and Twitter have transformed
the way some businesses think about advertising. For all type of companies,
facebook and twitter has become powerful tool for engaging customers. Companies
can use facebook and twitter to make trade off, promotion, and services to make
a business without spend significant cost. For service, location based on
business such as gourmet food trucks can tweet their current location to loyal
followers and fans. Appointment-based businesses can easily tweet or post cancellations
and unexpected openings. Larger companies of all sizes have an opportunity run
sweepstakes and promotions and other all size of companies have an opportunity
to shape the perception of their brands and to solidify relationships with
their customers. Companies have running out that capitalize on the social media
feature if Facebook to achieve greater visibility. For example, facebook have
feature the ability to like a brand, send a virtual gift, answer a pool
question, and instantly stream information to your news feed. Twitter has
developed many new offering like promoted tweets and promoted trend. These
features give advertisers the ability to have their tweets displayed more
prominently when twitter users search for certain keyword.
Question 2
What are the
advantage and disadvantage of using social media for advertising, brand
building, market research and customer service?
Answer
Advantage/disadvantage:
The advantage of
advertising in social media marketing is cost-related. The majority of social
media web sites are free to access, create a profile and post information. The
advantage of reaching your targeted market was little or no cash investment
wanted, and the audience wanting your information was voluntarily joins and
follows you. The viral nature of social media means that each person who reads
your posts has the capability to spread the news wide within his own network,
so information can reach a large number of people in a short time.
That result shows just how
highly CMOs (chief marketing officer) rate the brand building advantage of
social media. Chief marketing officer (CMO) is a corporate executive
responsible for marketing activities in an organization. Considering the size
of the potential market on social media channels like Facebook and Twitter,
it’s an obvious brand opportunity. Brand building was the original reason for
businesses to join social media. The math was basic but they produce favorable
results 900 million people on Facebook, even accessing 0.001% of that would
provide a huge opportunity. Even though businesses have identified other
advantages of social media, brand building is still a key part of the plan. The
research provided further evidence of this as over 80% of CMOs agree that
social marketing can have a measurable impact on brand awareness and brand
loyalty. For example, Levi’s was one of the first national brands to use
Facebook and twitter to allow customer to socialize and share their purchases
with friend. The Levi’s Facebook page have 500,000 ‘like’ message posted by
friends sharing their favorite jeans.
The disadvantage of in
social media marketing is updating the social media accounts take time and
effort. A senior person with knowledge about the company and products should
handle your social media presence, and the cost in time means the media is not
completely free. It is ongoing work to find new angles about your products
continually and to post and re-post information. The information is only
visible for a short time before newer posts replace it. In addition, publishing
obvious advertising copy is unacceptable in the social media world, therefore
you must present the information in the form of conversation or you will lose
followers.
Question 3
Should all companies use
facebook and twitter for customer service and advertising? Why or why not? What
kinds of companies are best suited to use this platform?
Answer
In my opinion, all type or
size company should use facebook and twitter for customer service and
advertising. The company can use social media to provide good customer service
through e mail, special message, and private password, web access to special
areas for top customers to their customer.
Why? Because now a day most of the companies make business in sell its
products or services to customers over the internet from facebook and twitter.
The results show that which companies use social media was increase their sale
and gain more profit. Companies using facebook and twitter to advertising and
provide customer service to engage customers. These critically help their
companies to gain profit. For example levi’s, within the first week of its
share campaign, levi’s received 4,000 ‘like’. The company began using twitter
in 2010 by creating a ‘levi’s guy’ to interest customers. He has over 6,000
followers and is responsible for responding to queries and engaging in
conversations about the levi’s brand on twitter. In 2011, the company creates a
personalized friend store where shoppers can see what their friends ‘like’ and
brought. These not only show that the people who ‘like’ the page, it is clearly
show that the levi’s company demand was increase drastically. When the demand
increase the company was advantage in gain high profit. Even the facebook and twitter posting was
always get complain but advertiser may still benefit.
