Identify three reasons social media are rarely the only source of communications for a brand

Question

What will be an ideal response?

Answer 1

Student answers will vary. Here are five possible reasons social media are rarely the only source of communications for a brand:
• Social media may not be as effective in attracting new users and driving brand penetration.
• Research by DDB suggests that brands and products vary widely in how social they are online. Consumers are most likely to engage with media, charities, and fashion and least likely to engage with consumer goods.
• Although consumers may use social media to get useful information or deals and promotions or to enjoy interesting or entertaining brand-created content, a much smaller percentage want to use social media to engage in two-way "conversations" with brands.
• Technology limitations may affect the ability to execute a high quality experience. The Facebook app for contest submissions crashed the first day due to high traffic.
• The Internet permits scrutiny, criticism, and even "cheap shots" from consumers and organizations.