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Advantages And Challenges Of Social Media

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Introduction
Social media has its downside when it comes to marketing. This paper will discuss how, despite the downside, businesses can use social media to their advantage and the challenges they face during the process. Moreover, the paper will how the businesses can manage to adapt in this ever-changing environment. Discuss how savvy businesses can harness social media to encourage business success.

Web 2.0 has provided true opportunities for businesses, according to Anderson, Harter, Hagen and Plenge (2018), new billion -dollar companies and business models have emerged: the advent of social media such as Myspace, Facebook, and Twitter is changing the way companies marked to, connect with, and build personalized relationships with their customers. The trends of Web 2.0 are here to stay and they will continue to evolve. Social media giants have emerged to overshadow previous forms of electronic media. These platforms have changed the way hundreds of millions of people
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Marketing on social media increases exposure. Social media is as effective as or more effective than traditional marketing. Customers visit social media sites to learn more about a business, this is because these sites allow companies to share up-to-date information about their company, products, services and upcoming events. Social media has given power to customers, with its sites customers are able to comment whatever they want about a product or service whether the comment is positive or negative, on social media, this means that millions of people will be able to also read the comments. (Oyza, and Edwin, 2015).
Social media marketing is unpredictable and uncontrollable because users are free to say whatever they want and cannot be stopped. Marketing on social media can waste time and money because a business may get little or no tangible returns (Business Queensland, 2018.). How do businesses 'keep up' in an environment that changes so
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