a. Assess the people, organization, and technology issues for using social media to engage with customers.
The people, organization and technology issues for using social media to engage with customers include reaching out the right people, obtaining the technical skills and ensuring privacy on the internet. It is possible to align Facebook page with several business processes and strategic goals to be able to create better customer relationships, improve customer interaction, allow open communication and adopt cost effective measures (Inci, 2009). It is extremely important to ensure efficiency in all of these aspects.
b. What are the advantages and disadvantages of using social media for advertising, brand building, market research, and customer service?
The advantages of using social media for advertising, brand building, market research, and customer service include access to a wider target market. Facebook pages can be used to creating customer awareness, and improve customer engagement through effective communication. This can act as a strong marketing and promotional tool as well as feedback propagation and campaign (Inci, 2009). All these aspects play an important role in success of a company and ensure better growth and expansion at the international level. But there are disadvantages also. Networking through social media is often perceived as time intensive. Some consumers may find social media intrusive and their privacy is in question. Facebook pages often attract the present users of the brand; attracting new customers to the Facebook pages can be a challenging job.
c. Should all companies use Facebook and Twitter for customer service and marketing? Why or why not? What kinds of companies are best suited to use these platforms?
No, all companies should not use Face book and Twitter for customer service and marketing as it is not suitable for all. The kinds of companies that are best suited to use these platforms include businesses that operate on a B2C model and are directly involved in dealing with the consumers. Other organizations that do not market directly to customers or operate on a B2B model or wholesalers and traders would not use Facebook and Twitter as this ill not serve any purpose. Social media is one of the boons that technology has provided to businesses, especially small businesses, in order to ensure that they reach to a larger target market using a cost effective marketing communications strategy (Sullivan, 2010).
Inci, D. Facebook marketing and advertising. Optimum 7 (2009). Web. 12 November 2014. http://www.optimum7.com/internet-marketing/business-strategy/facebook-marketing- and-advertising.html
Sullivan, M. How Will Facebook Make Money? PCWorld (2010). Web. 12 November 2014. http://www.pcworld.com/article/198815/ssss.html