Student Name: Zain Asim

Student ID: 10111453

Course Name/Code: Business

Communication (BUS 301)

Assignment Question: With an unprecedented growth

in the number of users in the social media platform, more and more
companies are now resorting to marketing via social media. Social
Media sites have set up business accounts to attract attention of
marketing managers to use their platform to promote their products
and/or service. In view of this, what are the advantages and
disadvantages of communicating for business via social media?

INTRODUCTION
Over the last decade, social media usage has increased dramatically, so has the online business.
Due to the ease of access, the crowd on social media is ever increasing. Some of the most famous
social media devices are Facebook, Twitter, Instagram, YouTube, etc. With the rising use of
social media, the businesses have also started to set up social media accounts for promotion of
their products/services and maintain customer relationships. Another trend, which has taken rise
with the help of social media, is the setup of social media sites where the site owners attract
businesses to promote their products through these sites with followers in millions.

SOCIAL MEDIA
The definition of social media according to Merriam-webster:

“Forms of electronic communication (such as websites for social networking and

microblogging) through which users create online communities to share information, ideas,
personal messages, and other content (such as videos)”

SOME QUICK STATISTICS

Here are some quick statistics about the growth in (some famous sites of) social media usage:

 Facebook:
In Q3 2012, Facebook surpassed 1 billion active users. And in less than 5 years onwards,
in Q2 2017, Facebook surpassed 2 billion users.
 Twitter:
From the 4th quarter of ’16 to the 2nd quarter of ’18, twitter active users grew by ≥10% in
each quarter.
 Instagram:
Instagram crossed 1 billion users in June 2018, gaining 200 million users in previous nine
months since September 2017.
 YouTube:
 YouTube reached 1 billion mark in 2013, and it took only about 4 years for YouTube to
double up this figure.
 LinkedIn:
In 2018, LinkedIn had more than 14,000 full-time employees, as compared to just 1000
in 2011.
(Stats taken from influencer marketing hub)

 FAMOUS SOCIAL MEDIA BUSINESS SITES

Here are some examples of famous social media sites in Pakistan, which are providing
platform for other brands to promote their products through their sites, providing a vast reach
on social media:
 Telemart
 Daraz.pk
 Yayvo
 Goto
 Homeshopping.pk

ADVANTAGES OF COMMUNICATING FOR

BUSINESSES VIA SOCIAL MEDIA
Here are some of the advantages, which business managers can receive by promoting products
through social media sites:

 Promotion of products:
The ultimate purpose of communication between businesses and customers is promotion
of products or after sales service. Promotion is not possible without communication
whether written, verbal or non-verbal. These businesses act like a path for promotion
between businesses and its customers. These businesses allow business managers to reach
out to customers without spending ridiculous amounts of money on advertising
 Marketing costs:
Marketing costs are a huge part of total expenses. Most of the social media business
accounts provide the promotion and placing services in a much cheaper cost as compared
to what would be accumulated by the business itself. Also, social media itself is a much
cheaper mode of communicating/marketing.
 Path to international markets:
The world is becoming a global village and the businesses are now willing to go global
than ever before. The social media business accounts provide for the businesses, a path to
promote their products/services internationally. And that of course is not possible without
communication through these business accounts.
 Open communication:
Social media provides a much informal platform for communication. These social
media sites provide services like live chat, messenger, voice calling, etc. through which
customers usually feel more comfortable and expressive.
 Feedback from costumer:
The social media pages of the business sites provide customers to give feedback on the
service/product bought. Through social media sites, the customers can also share their
queries and interests.
 Positive brand image:
When the customers provide positive feedback on public profiles of the service
providers’ sites, it provides confidence for the viewers and encourages them to buy the
products with positive brand image.
 Desired demographics:
The social media business sites usually do all the marketing homework, hence, also
provide demographic services. The business may just provide their desired demographic
information; i.e. age group, gender, marriage status, etc. and the sites provide a
communication bridge between the business and the desired customers.
 Expertise in marketing:
 These social media sites recruit qualified marketing experts, whom provide their
excellence in communicating/promoting the products/services and making the products
appear as a must buy. Hence, also reducing the marketing expenses of the business.
 Desired geographic:
The social media business sites also provide geographic services on city and country
levels. With the help of advanced technology, selected products can be advertised in
selected cities or countries.
 Understanding costumers:
When the customers share their reviews and experience on the social media sites, the
companies can learn from their reviews and work on the issues mentioned there.

DISADVANTAGES OF COMMUNICATING FOR

BUSINESSES VIA SOCIAL MEDIA
Active presence on social media comes with some disadvantages also. Here are some of the
disadvantages, which may occur while promoting products through social media sites:

 Open communication:
Open communication is both blessing and a curse. When the customers have an open
source for communicating their concerns, they can through negative comments in a very
harsh manner, which demotes brand image in the eyes of other potential/current
customers.
 Brand image at risk:
Social media has made communication so fast and every thing spreads so easily, that
even a single mistake by the business or service provider can easily spread in several
countries and result in customers lost. And there is a high chance that your problems will
be more visible.
 Unwanted behavior:
Social media provides the risk of inappropriate or unwanted behavior on your or
business site page, including harassment and bullying.
  Privacy:
Privacy is always a major concern not only on social media, but all the online services.
Privacy can be even violated by the social media business service. the company or the
business might also unintentionally spread details about your company or your
customers.
 Exposure to competitors:
Nowadays, even social media devices e.g. Facebook, have been accused of providing
information to firms about social media account users on paid terms. You have to be very
careful while communicating any sort of information regarding your company.

CONCLUSION:
The fact that the social media is the most extreme form of a global village, where a person
sitting on the opposite pole is on the distance of a click provides greater exposure online and the
potential to attract risks. There are surely both pros and cons of social media but it mostly
depends upon the user’s ability to utilize the positives and take necessary steps to avoid the
negatives. Having proper plans and strategy for social media can help you manage the risks and
have all the benefits of word of mouth on social media.

Bibliography
Social Media. (n.d.). Retrieved June 3, 2019, from https://www.merriam-
webster.com/dictionary/social media
Internet & Social Media Statistics | Internet in Real Time [Visualization]. (2019, May 16).
Retrieved June 3, 2019, from https://influencermarketinghub.com/internet-real-time-social-
media-statistics/
DeMers, J. (2015, September 20). The Top 10 Benefits Of Social Media Marketing. Retrieved
from https://www.forbes.com/sites/jaysondemers/2014/08/11/the-top-10-benefits-of-social-
media-marketing/#4eb5f8491f80
Dominguez, A. (2017, October 11). Social media for business: Discover 10 disadvantages.
Retrieved from https://integriaims.com/en/social-media-for-business/
Department of Industry. (2018, July 09). Pros and cons of using social media for business.
Retrieved from https://www.business.gov.au/marketing/social-media/pros-and-cons-of-social-
media