OMM 615
Social Media
The University of Arizona Global Campus
OMM 615 Strategies: Marketing/Advertising/Public Relations
Social Media
In today’s business marketing, “customer retention, new customer recruitment, and jaw-
dropping promotions are all crucial parts of every business’s success” (Ogden & Ogden, 2014).
As a result, actual promotional events, economical and high-quality items, and services are
critical to capturing and maintaining consumers’ attention. Furthermore, firms must cultivate as
many customers as possible through various channels to increase product sales and services and
warn customers of products or service faults. Numerous social media sites can be used solely for
this purpose. This paper will examine how a marketing manager is tasked to search social media
networks, neutralize unfavorable consumer postings from a recent incident, and evaluate how the
companies handled the negative feedback. After that, provide a suggestion for improved
communication and why.
How do organizations use social media to communicate with their consumers through a
crisis?
In general, people utilize social media to stay in touch with family and friends worldwide.
However, there are additional advantages to using social media for business marketing and
promotion purposes. For example, when businesses advertise and promote online, they may
receive both favorable and unfavorable feedback. Hence, marketing managers spend much time
on social media responding to and resolving all of the negative press that the company gets.
According to Rust et al. (2021), “In the social media age, listening online to how brands are
talked about is critical for brand management because the comments are from people who care
about brands, and they are real-time and dynamic” (p.21).
, Negative comments on social media can harm businesses. Businesses must communicate
with customers to ensure that they are happy with their goods and services to avoid unfavorable
exposure on social media, which would be detrimental to the company. In addition, some
consumers who express their dissatisfaction want to be heard and want feedback from the
company on how they are working to resolve the issue and guarantee that it will not happen
again. When companies do this, they are willing to take action to reduce any social media
exposure and prevent negative news from going further. Additionally, the consumer(s) who
submitted the complaint would know that their voice was heard and actions were taken to solve
it.
Twitter, Facebook, Instagram, TikTok, and other social media platforms have fostered
new communication and organization. “Users can share their opinions, article links, creative
work, and event information with other people’s accounts or groups, potentially forming new
communities or spreading common knowledge in the face of governments that oppose
autonomous civil society and the free information flow” (Leber & Abrahams, 2019). If the
marketing manager uses social media the right way by acknowledging customers' responses and
feedback, it could solve the crisis. Customer's response can help mitigate the company's risk and
exposure because companies want to satisfy their customers to come back again and let their
friends and family know about them to visit or buy the product or service.
How do organizations handle negative comments?
Every business and organization will respond differently depending on the crisis.
However, no response is conceivable if the business is unaware of the incident or if the firm was
aware of the occurrence but opted to acknowledge it until they had undertaken an additional
investigation into the situation and what occurred. The company would still need to accept the
negative feedback right away to take action. Another strategy to deal with negative comments is
Social Media
The University of Arizona Global Campus
OMM 615 Strategies: Marketing/Advertising/Public Relations
Social Media
In today’s business marketing, “customer retention, new customer recruitment, and jaw-
dropping promotions are all crucial parts of every business’s success” (Ogden & Ogden, 2014).
As a result, actual promotional events, economical and high-quality items, and services are
critical to capturing and maintaining consumers’ attention. Furthermore, firms must cultivate as
many customers as possible through various channels to increase product sales and services and
warn customers of products or service faults. Numerous social media sites can be used solely for
this purpose. This paper will examine how a marketing manager is tasked to search social media
networks, neutralize unfavorable consumer postings from a recent incident, and evaluate how the
companies handled the negative feedback. After that, provide a suggestion for improved
communication and why.
How do organizations use social media to communicate with their consumers through a
crisis?
In general, people utilize social media to stay in touch with family and friends worldwide.
However, there are additional advantages to using social media for business marketing and
promotion purposes. For example, when businesses advertise and promote online, they may
receive both favorable and unfavorable feedback. Hence, marketing managers spend much time
on social media responding to and resolving all of the negative press that the company gets.
According to Rust et al. (2021), “In the social media age, listening online to how brands are
talked about is critical for brand management because the comments are from people who care
about brands, and they are real-time and dynamic” (p.21).
, Negative comments on social media can harm businesses. Businesses must communicate
with customers to ensure that they are happy with their goods and services to avoid unfavorable
exposure on social media, which would be detrimental to the company. In addition, some
consumers who express their dissatisfaction want to be heard and want feedback from the
company on how they are working to resolve the issue and guarantee that it will not happen
again. When companies do this, they are willing to take action to reduce any social media
exposure and prevent negative news from going further. Additionally, the consumer(s) who
submitted the complaint would know that their voice was heard and actions were taken to solve
it.
Twitter, Facebook, Instagram, TikTok, and other social media platforms have fostered
new communication and organization. “Users can share their opinions, article links, creative
work, and event information with other people’s accounts or groups, potentially forming new
communities or spreading common knowledge in the face of governments that oppose
autonomous civil society and the free information flow” (Leber & Abrahams, 2019). If the
marketing manager uses social media the right way by acknowledging customers' responses and
feedback, it could solve the crisis. Customer's response can help mitigate the company's risk and
exposure because companies want to satisfy their customers to come back again and let their
friends and family know about them to visit or buy the product or service.
How do organizations handle negative comments?
Every business and organization will respond differently depending on the crisis.
However, no response is conceivable if the business is unaware of the incident or if the firm was
aware of the occurrence but opted to acknowledge it until they had undertaken an additional
investigation into the situation and what occurred. The company would still need to accept the
negative feedback right away to take action. Another strategy to deal with negative comments is
