Advantages and disadvantages of using social media

Too many businesses enter into social media because it's 'the done thing' - they feel they should have a presence purely because their competitors do. There are a number of real benefits to getting involved with social media, provided it is properly planned and executed.

Business advantages of effective social media use include:

• compelling and relevant content will grab the attention of potential customers and increase brand visibility
• you can respond almost instantly to industry developments and become heard in your field
• it can be much cheaper than traditional advertising and promotional activities
• social content can indirectly boost links to website content by appearing in universal search results, improving search traffic and online sales
• you can deliver improved customer service and respond effectively to feedback
• customers can find you through new channels, generating more leads
• increased loyalty and advocacy from the customers you've connected with

Disadvantages include:

• you will need to commit resources to managing your social media presence, responding to feedback and producing new content
• it can be difficult to quantify the return on investment and the value of one channel over another
• ineffective use - for example, using the network to push for sales without engaging with customers, or failing to respond to negative feedback - may damage your reputation