Question 1

 

1. Assess the people, organization and technology issues for using social media to engage with customers.

People:

Nowadays, most people will use the social media to keep in touch with friend and let them know what they recently doing.

On the other side, it need to spend time to monitor each network, respond to comment, answer the question and post product information. Sometime the workers might not be able to think rationally to respond on the comment of the customers.

For example, Facebook ads feature the ability to ‘Like’ a brand, send a virtual gift, answer a poll question, or instantly stream information to your news feed. Facebook also allow you to following the fan page of the brand and can get the new feed about the brand or the updates news, promotion, and competition.

Organization:

Companies are rolling out ads that capitalize on the social media features of Facebook to achieve greater visibility. Many companies are running online ads that focus less on pitching their product than on promoting their Facebook pages and Twitter accounts. In addition, location based businesses like 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 run sweepstakes and promotions and can have an opportunity to shape the perception of their brands and to solidify relationships with their customers.

On the other hand, the organization need to choose the suitable channel to engage with customers. The social media that using by the company must well suit with the company products and service. The security problem by using the social networking. The company confidential information might expose to competitors.

For example, Best Buy uses a dedicated team of Twitter responders to answer user questions and respond to complaints. The company then mines the data through text mining and converts the data to useful information about the company’s products. The company uses the information to gauge the success of promotions, which products are hot and which are duds and the impact of advertising campaigns.

Technology:

Facebook, Twitter, and Line can become powerful tools for engaging customers in business for all companies of all shapes and sizes. Half of all Twitter users recommend product in their tweets. Tweets are the world’s largest focus group. The ads feature menu  tabs and allow users to click within the ad to see a brand’s Twitter messages or Facebook wall posts in real time, or to watch a brand’s video content from YouTube-all within the Web page where the ad appears. Even if the Facebook or Twitter postings in ads show brands apologizing about missteps or customer complaints, advertisers may still benefit. Twitter has developed many new offerings to interested advertisers, like Promoted Tweets and Promoted Trends. Facebook targeting capabilities to determine which type of people respond to the various ads it has created.

On the other side, the technology does not always work. When the company cannot connect to the social networking, it will affect the operation efficiency. The company might face problem to integrate new technologies into the enterprise environment.

For example, the online advertisement for the Mrs. Meyers cleaning brand used a different kind of technology in which viewers placed their cursor over the advertisement, exposing an area that display being visited. Consumers were also more likely to click on a “learn more” button to go to Mrs. Meyers’ own Website with 35 of every 1,000 users clicking through compared with an average of just one in 1,000 for traditional online advertisements. Those kinds of technical tricks differentiate a company from its competitors.