The challenges and opportunities of social media.

In the challenges and opportunities of social media (2014), the writer, Paula Newton, argues that there is a rising need for companies to adopt the use of mass communication platforms. It enables individuals to retrieve a variety of information about the company and these online users present themselves as a blooming market. However, Companies have to manage certain obstacles. Firstly, due to the variety of platforms, selection of the sites to advertise on, should target audiences compatible to the company and should ensure consistency of advertisements, to reap profits. When using mass media platforms, companies should be engaging, and practice humility instead of deceit, so as to retain the confidence of the consumer. Lastly companies should reduce formalities online as readers prefer a candid and direct response and articles. To conclude, harnessing the power of media platforms would garner exponential returns, but effort is required.

I largely agreed with the points mentioned by the writer, however contrary to the article, 5 reasons why your business shouldn’t be on social media (2013) by Kelsey Jones, she point out that despite the scope of the advertisements, some industries might not be suited to be on social media on the grounds that “people shouldn’t talk just to talk, especially if no one is going to listen” similarly, it would be a waste of resources if there is no suitable audiences. In addition, it might feel a tad too pushy and desperate for sales if the content is channelled wrongly at the wrong target audience. Thus the writer suggests that companies should research on which channels of advertisements best suit the needs of the company. I agree with Ms Jones, in most of the online advertisements, the businesses are reaching out to everyone and not focused on the existing market. Not only does it not gain the intended publicity, it repels people who are not looking for the product as well. An example would be how people tend to associate mails from online shops as spam.

Next the writer Paula Newton mentioned that companies should practice humbleness and humility. I believe this is largely true, however it boils down to the audience that the company is targeting and what is the intended image that the company would wish to portray. Personally I find it disbelieving if high end companies such as Louis Vutton becomes humble online. I believe, like most, I would question the authenticity of the product. Having set such a strong image of their shops, it would feel out of sync, if the company is humble online.

In conclusion, the messages that Paula Newton is trying to highlight, are largely true. However the text is rather simplistic and picturesque to be feasible in reality. If it was definite, companies would have focused solely on mass media publications since it is much more affordable. Moreover the write did not take into account other prominent factors such as the fact the mass media targets mainly the teenagers, thus it might not be feasible for all companies to venture into online advertising.

513 words

Sources:

Jones, k. (29 7, 2013). Retrieved 4 2, 2015, from 5 reasons why businesses shouldn't be on media: http://marketingland.com/5-reasons-why-you-should-not-be-on-social-media-52585