The weakness of using Fackbook and Twitter for consumer engagement Essay

The weakness of using Fackbook and Twitter for consumer engagement with the firm - Essay Example The other extra duties of this individual or individuals include monitoring as well as responding to questions and comments robbing marketing department off necessary hands on personnel in keeping the company afloat (Hu, 2011). This is especially a problem for small companies or start-ups with limited resources. In this sense, social media presents a weakness in increasing a firm’s running overheads without necessary guarantee for increased revenue. Facebook and Twitter may pose a weakness in a firm’s engagement with its customers due to having a wrong strategy for online branding (Kuzgun, 2013). This could put the firm at a viral social disadvantage and could even end up damaging the firm’s reputation. Few people will most probably notice mistakes made offline, but when the mistakes regarding a firm’s portrayal are made online, they are immediately noted by many and spread over the net. This is aggravated by the fact that bad news or negativity on Facebook and Twitter trends faster than good news for gossip is considered juicy while normal news is boring. The online interactive media like any other Information Technology field is highly prone to threats of hacking or malicious compromise of content (Thomases, 2010). The hackers may be out to malign the firm and jeopardize its online marketing efforts through posting false tweets. There has been evidence and news of hackings into Facebook and Twitter accounts of established and renowned companies sending the message across the business world that really no firm is invisible. This loophole mat cost the firm its reputation negating the intentions to use social media in the first place. Social marketing is also seen as somewhat intrusive. Some ardent members on Facebook and Twitter feel that advertisement placement through collection of member information from these sites is intruding on their privacy and that confidentiality is compromised. This causes marketing efforts to be met