That is the opening line from an article by Foong Cheng Leong at The Star Online, and no truer word have been written. Social media is not a panacea. It will not cure everything that is wrong with your marketing efforts and it will not sell anything you need to sell. It is a tool. A single tool in your arsenal of weapons against bad publicity or no publicity at all. If you wield social media properly it can work in your favor. If you wield it incorrectly, it can hurt you. But even if it is wielded correctly it might not work on everyone. Nothing works on everyone, not even hypnosis. But that doesn’t mean you shouldn’t try.
In the social media world, everything is fast and any delay is a missed opportunity. One does not wait for the board of director’s approval to post a reply to a message.
But with such pace, the risk of misstatement is imminent.
Such accounts could be managed in-house or outsourced to third parties which could be digital agencies, public relations firms or freelance social media managers.
It is important to find parties which have experience in dealing with Internet users.
The recent Energizer Night Race 2011 incident is a wake-up call for all brand owners. In this case, a Facebook page was created to promote the Energizer Night Race.
Unfortunately, some glitches marred the event. Immediately after, hundreds of unhappy comments started flooding the Facebook page. Some users alleged that their comments were deleted and this resulted in more unhappy comments being posted.
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