Limitations Of Social Media Essay

Social media proves time and time again that it can be a very successful tool for helping to grow and expand a business, when used correctly. However, there are many limitations to using social media that need to be taken into consideration. One of the limitations is that companies struggle to determine how their social media platforms are generating sales and profits based on their likes and followers. The ability for a company to identify a concrete methodology to evaluate the success of their social media programs is difficult for most companies and even though who had invested time and resources into assessing this key performance indicator still understand that the methodology used is not necessarily providing them with concrete impact (Sandilands, n.d.). Due to the fact that it takes time for the likes and followers to grow and form a substantial

Also, consideration has to be made as to the return on investment and how you can understand the time and resourcing that goes in to managing social media channels versus the actual incremental revenue that is bring brought to your business as a result (Brookins, n.d.). In summary, social media is constantly changing and therefore, the way we track and analyze this information will continue to evolve. According to Gorman and Ross, the only way to measure the impact of social media is to use goal-driven metrics, which are goals for social media based off of goals for the campaign. For example, a company has a social media platform to promote their products or services. As such, they have identified constant engagement as being an appropriate metric to gauge their efforts effectiveness. Either way as media platforms continue to evolve with new forms of measurement, marketers should focus on using tracking tools to obtain these metrics (Gorman, Ross,