Individual essay bui viet anh AEN T321WSB 07 21000427

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Student
name:
Bui Viet Anh
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Academic English
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number:
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21000427

AEN-T321-07
Mon, Tue, Thu
(15:30-18:45)

Mr. Gabriel C. Ryan

ASSIGNMENT DETAILS
Title:
The opportunities and challenges of marketing strategy on social media.
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Due
Date
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7 pages
date:
2/1/2022
submitted:
2/1/2022
Home campus (where you are
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Individual Essay
Bùi Việt Anh - 21000427
AEn-T321WSB-7
Mr. Gabriel C. Ryan
December 13, 2021
The opportunities and challenges of marketing strategy on social media.


With the astonishing advancements of technology, social networks have become highly
ubiquitous. Companies are straining to maintain this speed and find it increasingly difficult to adapt to
these constant changes. Therefore, businesses must constantly find new tools and ideas to develop
appropriate business strategies. According to a study by Eddy 2009, to maximize revenue, the
marketing process must be organized through a specific marketing strategy, which includes an
examination of the present income position, including possibilities, goal setting, and marketing strategy
formulation. The growth of contemporary technology and information support shifts from traditional
communication to communications technology, a digital lifestyle. The internet is an essential
component in modern marketing communications since it helps to assist the realization of such
communication. Online social media emerged, allowing for more accessible marketing connections

with online platforms. Because of the low cost and accessibility of access, it is not unusual for
businesses to utilize this medium to sell their products (Tito, 2013). Social media marketing emerges
with a wealth of expertise and exposes some of the potential and problems entrepreneurs encounter. As
a widely disputed issue in business, social media appears to provide various possible benefits that have
prompted firms to engage in their activities (Evans & McKee, 2010). As a result, this article will
examine each firm's opportunities and obstacles while using social media for marketing.

According to Niel (2011), social media marketing is a modern marketing technique using
prominent social networking platforms such as Facebook, Twitter, Myspace, LinkedIn, Google+, and
others. Since social media tools are constantly growing and evolving, companies have taken advantage
of this to gain a competitive advantage in the market through social media tools to reach out to brands


and interact with their target market. This further proves that modern technologies have played an
essential role in supporting the growth and development of business models, helping businesses create
more growth opportunities. The first opportunity that social marketing creates is to increase brand
awareness. Brand awareness plays a critical role in consumers' knowledge of the brand, helping them to
recognize and recall the brand (O'Cuinn & Albert, 2009). Moreover, Fanion (2011) has shown that
social media is essential in creating and increasing brand awareness. Social media marketing makes it
easier for businesses to reach new customers while becoming more familiar and recognizable to
existing customers. For instance, a regular Facebook user might only hear about one for the first time
after stumbling across it on a news feed. Furthermore, the study by Cocoran (2009) illustrates that the
more positive mentions a company's brand receives from individuals on social platforms, the more
likely it is that its brand will appear more visible to any new user (DeMers, 2014). In addition (Seo &
Park, 2018) asserted that social media marketing activities could contribute to increasing brand
awareness and creating a positive brand image as a business facilitates the future. Once a brand has
been tested by consumers and meets consumers' expectations, increased awareness and image level will
strongly influence buying behavior (Koniewski, 2012).

The following social media marketing options can help a company's marketing costs. The

significant advantage of social media marketing, according to Weinberg (2009), is cost. In comparison
to other kinds of marketing, social media marketing has a low financial barrier. The majority of social
networking sites are free to use, create accounts on, and post content on. While traditional marketing
tactics can cost millions of dollars and fail to provide the desired results, many social media sites are
free to use, even for businesses, deliver a very high efficiency on a small budget. Businesses may run


highly efficient social media marketing campaigns. Pay-per-click advertising on sites like Facebook is
"geotargeted" based on specific criteria to reach the right audience.
While social marketing offers businesses many opportunities to grow, it also makes businesses
need to overcome many challenges to take advantage of the opportunities that social marketing creates.
To make this more transparent, a Pradiptarini (2011) study showed that despite its ability to transform
almost every aspect of modern business through complex technologies, social media has also received
many criticisms from businesses. Any tool will have two sides, but the first challenge that businesses
must overcome is that negative customer feedback can occur at any time that businesses cannot control.
To be more direct, users of social media have the ability to publish whatever they want; favorable
feedback can enhance the company's image, but negative input might derail it. Negative comments can
occur from within a business, or unhappy workers have been known to rant about their work on social
media, making the entire firm seem bad, or competitors wish to destroy the opponent. A study by Varies
et al. 2012 has shown that companies with little control over cyberspace and ever-evolving Internet
security have little control over all conservation operations and most as it is impossible to manipulate
customers' pessimistic perceptions expressed on public social sites. In addition, Slavin (2009) argues
that advertising on social networks brings risks to product brands. Additionally, one every of the more
important challenges facing companies is that the issue of user-generated content. In recent years, users
have spent more time on the internet and have easily communicated more information, thoughts, and
opinions. New content creation, communication, and collaboration have emerged on the internet. Usergenerated content (UGC) is commonly used in marketing initiatives that involve social networking
sites or other forms of social media (Filho & Tan, 2009). Furthermore, user-generated content has
relatively high trust in customers' eyes, significantly if someone has contributed material, such as a
tweet between friends. However, attracting user-generated material as part of a marketing plan has
certain liability concerns for content supplied by a campaign participant. As a result, marketers can take

specific actions to mitigate the legal risks involved with marketing efforts, including the broadcast of
user-generated material via social media. The content in such networks can be critical to the product,
and companies have very little control over what end-users share within their social networks. Thus,
companies always must come up with strategies to protect their brands so that they can maintain their
brand image for a long time.

To sum up, social media marketing is no stranger to businesses. It has brought enterprises many
opportunities, namely raising brand awareness so that companies can expand, confirm a brand, and
reach new customers. In addition, marketing on social media has a much lower cost than traditional
marketing, helping companies save maximum marketing costs. These days, consumers have a new role
with social media. Consumers are becoming “content creators” and, therefore, functional consumers
instead of just consumers as before. The challenges businesses must overcome to add brand identity are
dealing with negative comments and controlling user-generated content to protect business reputation.
Although it is more likely to continue to face a high risk involved in control, social media marketing is
still a good tool for businesses to adopt because of the good opportunities it creates.


References:
Corcoran, S. (2017, July 17). Defining Earned, Owned, And Paid Media. Forrester.
/>
DeMers, J. (2015, September 20). The Top 10 Benefits Of Social Media Marketing. Forbes.
/>
Eddy, S. (2009). Entrepreneurship Becomes Experienced Businessman, 86- 91

Evans, D., & McKee, J. (2010). Social Media Marketing: The Next Generation of Business
Engagement. New York, NY: Wiley Publishing Inc.

Filho, L. M., and F. B. Tan. (2009). “User-generated content and consumer empowerment in the travel

industry: A uses & gratifications and dual-process conceptualization”. Paper 28 presented at the Pacific
Asia Conference on Information Systems (PACIS).

Koniewski, M. (2012). Brand Awareness and Customer Loyalty.

Neti, S. (2011). Social media and its role in marketing. International Journal of Enterprise Computing
and Business Systems, 1(2), 1-15.

Pradiptarini, C. (2011). Social Media Marketing: Measuring Its Effectiveness and Identifying the Target
Market. Journal of Undergraduate Research, 14, 1-11.

Seo, E.-J., & Park, J.-W. (2018). A study on the effects of social media marketing activities on brand
equity and customer response in the airline industry. Journal of Air Transport Management, 66, 36–41.
/>

Slavin, A. (2009). Crashing the Party, Best's Review, 109 (10), 24-27

Tito, S. (2013). Optimizing Social Media as a Media Marketing for Small and Medium Business.

Vries, L., Gensler, S., & Leeflang, P. (2012). Popularity of Brand Posts on Brand Fan Pages: An
Investigation of the Effects of Social Media Marketing. Journal of Interactive Marketing, 26(1), 83–91.

Weinberg, T. (2009). The New Community Rules: Marketing on the Social Web (2nd ed., Vol. 96).
O’Reilly Media, Sebastopol, CA, 2009.