Social media has changed the way companies do business online globally. Social media is a platform that different businesses and companies can use to market their products and services. Thanks to social media businesses can now build personal relationships with their customers, use analytical data to influence the purchasing behavior of customers, run social ad campaigns that target a specific demographic of people, and most important is build a big customer base. All these changes can impact positively on sales conversions, customer engagement, and brand recognition if used properly. However, social media can also affect your business negatively.
Negative effects of social media on your business
- Reduced control of content shared
The best part about social media is that it has the ability to allow multiple users to interact with one post or tweet on various social media platforms like Facebook, Twitter, Instagram, etc.You can engage with your customers and pass your message across to as many people as possible. These interactions then generate more followers for IG, retweets, and comments help to shape your online marketing campaigns. However, if these comments and interaction are negative it could have a negative effect on your campaigns. These additions will not only be read by your followers but every other user who liked shared or commented on it. This will have a ripple effect from just that one comment.
- Harmful negative customer reviews
Customers with complaints about your products or services will use social media instead of contacting you directly with their issues. Their negative reviews or complaints about your products may be posted on your company profile page and the more complaints you receive the more it reflects badly on your brand. You should keep in mind that every negative tweet or comment has an adverse effect on your brand.
- Employees representing your brand image
All your employees are brand representatives of your company. This makes it very hard for you to keep an eye on their online activities and also find a way to make them understand that they shouldn’t use social platforms to discuss company issues without going through the proper channels. Every company has a designated team or person that handles its communication issues.
However, it’s a bit challenging when it comes to social media platforms because you aren’t able to control your employees from being your company spokesperson. An employee may open a fake social media account for the sole purpose of sharing sensitive company information and it would be next to impossible to find out who it is. If the information is untrue or inaccurate it could hurt the company or end up changing the way customers relate with your company.
- Reduced productivity of employees
People use various social media platforms to interact and mingle. Employees who spend most of the company hours on social platforms end up not being productive and waste a lot of time instead of carrying out their daily activities. They become distracted and their focus is affected which means they can’t perform their roles effectively which reduces their work input. This affects the timeline in which you’ve put in place to achieve certain goals and objectives.
- Difficulty in measuring social media ROI
Being active on social media platforms is a very effective way of marketing your brand. What is of concern is the difficult process you will have to go through to measure ROI from all your marketing campaigns. It’s important for you to get the exact numbers so that you know how much has been brought in by all your social media marketing campaigns. It's a difficult task but with the right tools, it's not impossible.
- Hard to rectify a mistake made on social media
If you release any information using social media platforms it spreads very fast and if you posted something that wasn’t true or right it becomes very hard to rectify it. If you make even a small error like indicating the wrong calculated projections of your company it’s almost impossible to reverse that post and make corrections.
- The web is crowded with a lot of content
It won't cost you a dime to share, like, tweet on social media, unlike other channels. Since it's free and very easy to share information, every day the web is becoming very crowded with spams and irrelevant information. With all this happening it becoming very hard for companies to reach their target audience with the right information that they can identify with.
- High customer expectations
When a customer raises a complaint, views, or comments on your company page, they’re expecting to get an immediate response that will address their concerns. Since it’s impossible to respond to every social media message immediately, this puts a lot of pressure on your business. If there is no quick response to a customer or a follower, your company might come off as aloof or dismissive. This kind of customer interaction will put your company at risk if the dissatisfied customer tells his or her family and friends not to do business with you.
- Leads to a strategic shift
For your company to have effective engagement with your customers you have to come up with new and better ways that embrace the change so that it can work for you. The media platforms change the way your business communicates favouring personal interaction and visual content and marketing over traditional marketing. If your company is more accustomed to using traditional marketing strategies, it will require you to change tack so that you can reach your target audience using a more strategic approach. This process can be very difficult and time-consuming and may affect the normal operations of your business.
The use of social media platforms to reach more customers, engage with your audience, and build brand awareness are some of the good things that benefit your business. However, to avoid its negative impacts to affect your business you need to handle it professionally and be careful when posting any content.