Chapter 9: Social Commerce Creates New Customer Relationship.
Sunday, 8 December 2013
1. 1. Assess the people, organization, and technology issues for using media to engage with customers.
Companies are rolling out ads that capitalize on the social media features of Facebook to achieve greater visibility. Levi’s was one of the first national brands to use Facebook and Twitter to allow consumers to socialize and share their purchases with friends. Ben and Jerry’s contracted with Facebook to run a promotion in tandem with an ice cream give away at their physical store. Rosseta Stone has used Facebook’s targeting capabilities to determine which types of people respond to the various ads it has created. Many companies are running online ads that focus less on pitching their products than on promoting their Facebook pages and Twitter account. Even if the Facebook or Twitter posting in ads show brands apologizing about missteps or customer complaints, advertisers may still benefit.
2. What are the advantages and disadvantages of using social media for advertising, brand building, market research, and customer service?
The advantage is become powerful tools to engaging customers. Location based business like gourmet food trucks can tweet their current location to royal follower and fans. Appointment-based business can easily tweet or post cancellation and unexpected openings. And companies of all sizes have opportunity to shape the perception of their brands and to solidity relationships with their customers. The disadvantage are the results can be unpredictable, and not always beneficial.
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 these platforms?
Companies should use Facebook and Twitter for customer and advertising. Because nowadays people use the technology to communicate such as friends, buy something, online banking and others. The best suited companies to use these platforms are clothes, gadgets and cosmetics.