Describe two ways that marketers can participate in online social networks. What are the challenges and advantages of these approaches?

Question

What will be an ideal response?

Answer 1

Marketers can engage in social media in two ways: They can use existing social media or they can set up their own. Using existing social media seems the easiest. Thus, many brands now use a host of social media sites. Although large social media networks are most familiar, countless niche social media have also emerged. Niche online social networks cater to the needs of smaller communities of like-minded people, making them ideal vehicles for marketers who want to target special interest groups. Beyond these independent social media, many companies have created their own online brand communities.
Using social media presents both advantages and challenges. On the plus side, social media are targeted and personal, interactive, immediate and timely. Social media can be very cost effective. Perhaps the biggest advantage of social media is their engagement and social sharing capabilities. Social media are especially well suited to creating customer engagement and community—for getting customers involved with the brand and with each other.
Social media marketing also present challenges. First, many companies are still experimenting with how to use them effectively, and results are hard to measure. Second, such social networks are largely user controlled. The company's goal in using social media is to make the brand a part of consumers' conversations and their lives. However, marketers must become a valued part of the online experience by developing a steady flow of engaging content.