Marketing Issues In Social Media

Social media has become as a powerful new marketing tool for business in recent years in order to promote their brand and build a strong customer base. Merging social media into business marketing strategies are more of an essential than an option nowadays. Social media continues to be a crucial part of marketing strategies across diverse industries, but because of it is still relatively considered as new, the learning curve is steep. Casserly, M. (2013) reported that 60% of small business owners say they have not seen that their social media efforts have bring any return on investments. Although the emerging of social media could be frustrating, overwhelming and often confusing to navigate the world of social media management, but most of

For those companies who have used social media to boost their sales, it is very importance for the companies to defend their copyrights and trademarks so that to avoid others from copying (Steinman and Hawkins, 2010). A company’s brands and intellectual property are usually almost as precious as the products or services offered by them. According to Steinman & Hawkins (2010), the power of social media’s capacity to enhance communication always on a real-time basis can help companies in promoting their brands and propagate some copyrighted material. However, it could also cause the misuse of companies business’ copyrights and trademarks by third-party. Therefore, as an advice, companies should frequently check the use of their copyrights and trademarks when they used social media by the way of third-party outlet or company’s own social media platforms. By doing this step, companies can make sure that those providing content via the social media outlets are not misusing companies’ intellectual property, copyrights or trademarks. There are some way for monitoring the use of companies’ business copyrights and trademarks on third-party sites which are by internet tracking or screening services. Besides, this two service can also help companies to examine any social media sites for profile information or user names that are same or similar to company’ brands

According to Hipperson (2010), organization can obtain better understanding on customer communities by analyse monitoring data. For example, companies can interpret the opinions of various target groups by detect favourable brand of customers in social media (Rappaport, 2010). Nevertheless, customers may interpret the messages sending by a company in different ways (Zailskaite-Jakste and Kuvykaite, 2012). Thus, there may be some problem faced and having mistaken in the data interpretation. According to Chen (2010), “Since the prices are one of the coordinating mechanism in traditional markets, so today the primary coordinating mechanism in the marketplace will be the dialogue and interpretation”. Because of this, having mistaken in the clarification of monitoring metrics could be a serious problem to the