Reader Response Draft 2

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. With reference to the author, the power of media platforms would garner exponential returns, but effort is required. I largely agree with the points mentioned by the writer. However I believe the use of social media is not as positive as claimed. I don’t agree that social media should be used at all cost, nor with the fact that content should be humble, as it may result in a waste of resources and conflicting image.

Contrary to the article, 5 reasons why your business shouldn’t be on social media (2013) by Kelsey Jones, points out that 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 are no suitable audiences. In addition she added that “posting content in the wrong medium just makes you look desperate and too “salesy”, hence the writer suggests that it might feel pushy and desperate for sales if the content is channelled at wrong target audience. The writer suggests that companies should research on which channels of advertisements best suit the needs of the company. I agree with Jones, in most of the online advertisements, the businesses are reaching out to everyone instead of focusing on the existing market. Not only does it not gain the intended publicity, it repels people who are not looking for the product. An example would be online shops that spam mails, wasting the efforts of gathering contacts.

Next the writer Paula Newton mentioned that companies should practice humbleness and humility. I believe this is largely true, however the important questions, for a company’s marketing strategy, would be, who the target audience are and what is the intended image that the company wishes to portray. In this article “5 Effective Brand Building Strategies to Attract Customers” (2013) by Annetta Powell, she points out the importance for companies to identify the traits that defines the brand and qualities that the companies value. It is only after knowing these values that you can define the intended image online. Hence it is not as simplistic as to say that all companies should be humble. Personally I find it skeptical if high end companies such as Louis Vutton become humble online, especially since the company focus on exclusivity. Having set such a strong image in terms of exclusivity, it would feel out of sync and many would question the authenticity of the product.

In conclusion, the messages that Paula Newton is trying to highlight, are largely true. However the text is rather simplistic to be feasible in reality. If the use of social media to advertise products entices everyone, companies would have focused solely on mass media publications since it is much more affordable. Moreover the writer did not took 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.

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