Nowadays, technology is getting more advanced, it can be known by the development of social media. Social media is very often encountered and also there are so many social media users, ranging from children to adults. In 2003, the first social media introduced to society was LinkedIn which was more than millions of people around the world use social media (Deepa 2013). Not only that, social media is also used by companies as a form of their strategy in marketing their products to consumers (Vinerean 2017). There are some advantages of using social in doing marketing. However, at the same time it has some downsides too (Whiting et al. 2014)
The first advantage of using social media in marketing is that social media make promotion with minimal cost. With social media, seller can promote their product not only through text but also through videos or pictures provided. As a result, consumer can easily know a thing about the product offered. Also, social media offer a solution for a big or small company to promote their product financially because some social media come for free but there are still paid advertisement (Alharbie 2015). However, the cost incurred for promotion costs is still lower than any other traditional marketing. For example, Facebook, Twitter, Orkut are valuable resources to promote advertisement and to attract potential consumers because of their free cost (Alharbie 2015). Therefore, promoting through social media is the best choice because it is very useful to increase profit.
The second advantage is that social media marketing increased costumer satisfaction level. The fruitfulness and necessity of using social media marketing is heavily debated nowadays. Some people express that it cannot bring in new customers and cannot attract customers because it will not work as properly as a marketing person and also it can potentially estrange customers. On the other hand, others express that it helps build relationships, maintains, and grows the brand, outweighing the negative factors that can happen. This show that both sides have legitimate arguments, but if it used properly, social media marketing can be useful and even needed for an organization (Whiting 2014). Through social media, customers are given spot on customer service facility and ability to be targeted via the businesses that they are interested in. The success of social media marketing lies in the ability of the marketers to be visible to the potential customers at all times. For example, the internet marketing mechanism such as the social groups, communities and individuals having similar interests are identified by their web-activities including search patterns, website visits and so on, which are then used to target them through the social media marketing techniques. Therefore, it becomes more specific and focused toward the winning leads and customers feel more comfortable as they come across the required or appealing product or service. The vast pool of information available to them is well developed. In addition, customer experience and satisfaction is enhanced as they accept the fast and proactive customer service with online chat and complaint options available to them (Gommans et al. 2001).