Friday, June 21, 2013

Comment #3(4)

Getting Back To Basics: Why Brands Are getting it Wrong in Social Media. By Brian Solis. May 21, 2013.

Comment. June 21, 2013.

Understanding the importance of social media today, I definitely support organizations that use social media channels to connect with the public. Social networks are used by the companies as the tools that are effective and useful in their efforts to reach their target audiences, no doubts. However, from my own observations I defined several reasons why social networks are not the key influencers for evaluating company's performance. At times, it is wrong and potentially dangerous for the brands to rely solely upon communication channels.

Troubles while using Twitter or Facebook appear uexpectedly and usually caused by the delays in Application Programming Interface, which frustrates users who are trying to post something. Such platforms are also being changed frequently without any prior warning to users. The way content appears in user feeds and the following sharing are affected as well. The real social posts made by real people are often being pushed down to the bottom of the feed by the biased news feeds that are defined as "most popular". Not every member of the social audience gets to see the the message posted at the moment. And the last but not the least, how uncommon is it for you to see annoying spam coming from fake or hacked accounts? A well established connection between organization and its audience can be seriously harmed in seconds because of virtual attacks. Many users would prefer to unsubscribe from the organization's feed and find another source of information rather than wait till the problem is eliminated.

From: Twitter Terms of Service. 
Effective: June 25, 2012

From: Facebook Statement of Rights and Responsibilities.
Last revision: June 8, 2012

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