Most everyone in marketing and public relations recognizes the advantages of social media. It’s less costly than other marketing methods; it’s more cost efficient because it has greater reach, often into untapped markets; it’s relatively easy to implement; it improves brand recognition; it drives customers to the company’s website; it provides outlets for the company’s PR and content marketing campaigns; it fosters customer relationships; it builds search engine optimization; it provides customer feedback. With all these advantages, social media has evolved into a necessary component of most marketing programs. A few companies market exclusively on social media.
What’s not to like? Plenty it turns out.
Like traditional media, social media platforms “own” the space and set the editorial and advertising rules. The platforms control what their users see and do and can change the rules at any time. Continue reading